Who said you can’t buy makeup without leaving the store? TikTok? This unprecedented way of buying lipstick, in a live broadcast on the favorite social network of the moment, is the new Who Said, Berenice?, in partnership with TikTok and created by W3Haus. The trendsetter makeup brand is the first in the world to convert gifts, sent to influencers on the platform’s lives, into real products from its portfolio. This Tuesday (7), consumers can buy the brand’s exclusive gift, the Berê Gift, during a live broadcast and exchange it for a QDB? lipstick.
According to data from the TIC Kids Online Brasil 2023 survey, TikTok is, in fact, the main platform when making purchasing decisions for Generation Z, the brand’s target audience. The majority of respondents (72%) said they purchased a product after seeing it on the platform. Furthermore, the study also points out that the social network influences this generation’s decisions by 62%, more than any other, and is only growing in this scenario, with an increase of 15% compared to 2022. As a business strategy, QDB? has been increasingly approaching the platform as a way of being closer to the brand’s fans, affectionately called Berês.
“Who said, Berenice? is a brand that innovates and sets trends, which is why we have brought the possibility of selling our beloved lipsticks using TikTok coins as a means of payment in an unprecedented way. We are increasingly approaching this platform to communicate with our target audience, Generation Z, and Berê Gift is an intelligent solution to permeate relevant content throughout this audience’s purchasing journey, all within the same social network” , comments Marcela de Masi, Executive Director of Branding and Communication at Grupo Boticário.
Live is the Gift
The function provided by the brand will only be available during the live on influencer Luiza Parente’s profile (@luizaparente), which starts at 8pm on May 7th and is expected to last between 30 minutes and 1 hour. To buy the lipstick, the public must purchase TikTok coins worth the equivalent of 24 reais, more or less, 477 TikTok coins, and send the Berê Gift during the live. Consumers who send the gift will receive a coupon via DM, which will be redeemed in a Berê Matte Lipstick, by Quem Disse, Berenice?, for almost 50% off (from R$47.90 to R$24) on the website. brand.
The person in charge of this unprecedented action alongside influencer Luiza Parente is Nathalla Gois (@nathallagois__22) directly at the brand’s model store, in Morumbi Shopping (SP), and those who are interested will be able to check out the live recording in person. In addition to participating in a fun chat, filled with makeup tips, the store’s audience will be able to pick up their lipsticks in real time.
“We invited two very relevant influencers on the network, who will lead the live with consistent content about makeup while also providing the opportunity to buy lipstick using TikTok coins. This is a way of hacking the sale of products in an innovative way through the platform and bringing benefits to our consumers”, says Marcela.
QDB and TikTok: an unprecedented co-creation
Attentive to opportunities in the digital environment and based on observing consumer behavior on TikTok, Quem Disse, Berenice? invested in this unprecedented opportunity in the world of product marketing. The brand’s digital agency, W3Haus, designed and launched this disruptive action in partnership with the platform, in line with what the brand believes as a trendsetter.
“We mapped out an economy within TikTok, where fans use coins and gifts to reward their favorite creators. With this in mind, we created a new and unprecedented way to buy products without leaving the social network.” says Daniele Almeida, VP of W3haus.
A survey released by Adobe in January this year showed that 64% of young people from generation Z prefer to use TikTok as a search platform, both for products, trends and news. QDB?, as a brand that already sets beauty trends, is now also setting market trends, presenting the world’s first solution for purchasing through gifts
Service
The unprecedented live will take place next Tuesday (7), starting at 8pm, on Luiza Parente’s TikTok and can be watched at the brand’s store in Morumbi Shopping, in São Paulo.
Rules:
On May 7th, will you be able to buy lipstick from Quem Disse, Berenice? with 50% off using TikTok coins!
To guarantee Berê lipstick, simply follow these steps:
- Buy R$24 in TikTok coins to guarantee the Berê lipstick gift with a 50% discount;
- Send Berê lipstick gift during the live on influencer Luiza Parente’s TikTok profile;
- After the live, whoever purchased the gift will receive a code via DM to collect the lipstick on the Quem Disse, Berenice? website.
Consumers can choose from more than 20 available colors!
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