Sephora has partnered with social media app TikTok and agency Digitas to create a new initiative that helps founders of new beauty brands navigate the world of creator content.Sephora and TikTok have come together to create a powerful incubator program that’ll bring together the top beauty brands from the Sephora Accelerate program with TikTok creators. This accelerator was introduced back in 2016 and it’s all about providing an environment for entrepreneurs in the beauty industry to thrive. It offers a six-month curriculum that provides mentorship, merchandising support, grants and investor connections to participants.
The new initiative will teach brands how to develop impactful social content strategies through a series of educational training modules. To create content that appeals to your target audience & establish real connections, brands need to have a savvy understanding of creator-led social media and how to work with creators. This will help them identify what resonates and use it for their own benefit. Sephora is known for their ability to establish successful beauty brands, and they’re delighted to join forces with TikTok in order to offer an original influencer perspective to their products.
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To strengthen its user-base, TikTok’s new program offers 12 brands a unique chance to collaborate with up-and-coming creator talent. With over one billion monthly active users, it can help companies build lasting partnerships on the platform and reach even more people. The 2021 Sephora Accelerate program will be kicked off with the participation of Topicals, Eadem and Hyper Skin – three brands from its cohort. Three more brands will join them soon after.
Brent Mitchell, the VP of marketing, social & influencer at Sephora believes that leveraging on Diversity Equity & Inclusion (DEI) in partnerships with creators can lead to a stronger relationship with customers. This DEI-first approach opens up diverse opportunities for brands. Soniya Monga, US Agency Partnerships head at TikTok, believes that multicultural creators have a major role to play in the future of brand storytelling. She emphasized that by providing support and recognition to these creators, brands can make the most out of their presence on TikTok.
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With this new venture, Publicis Groupe and TikTok aim to help vendors extend their reach. Digitas, part of the Publicis Groupe family, has shown an outstanding track record with its previous initiatives that prioritize inclusivity. As part of their mission, TikTok has partnered with Sephora to provide more publicity for their values. The Sephora x TikTok Incubator Program educates brands on the significance of having a Diversity, Equity and Inclusion first approach with creators and developing a system that supports the different facets of diversity & intersectionality.
