How Elemis is targeting UK consumers with its new localised TikTok strategy

Elemis has launched a new UK-focused TikTok account to boost digital interactions with its community and drive brand awareness within the region through localised content.

TikTok has become one of the most influential platforms for the beauty industry. As retail opportunities increase on the app, many beauty businesses have joined in on the action.

From E.l.f. Cosmetics and The Ordinary to Rare Beauty and Sol de Janeiro, the social media platform allows brands to engage with consumers through content and in-app shopping.

Elemis has already found success on TikTok through its US account, which has more than 345k followers and 1.1 million likes.

Now, the UK team wants to target consumers on a more local level with both relatable and engaging content - similar to how the brand interacts with its community on Instagram via regional accounts.

@elemis_ukiit’s landed! 👀✨ @elemis_uki has officially launched on TikTok follow for dreamy skincare, skin wellness tips and exclusive BTS content 🤍♬ Chillest in the Room - L.Dre

Hannah Sheahan, Head of Social Content at Elemis UK&I, told TheIndustry.beauty: "We are excited to be launching a TikTok channel for Elemis UK, extending our local social media strategy to this platform.

"We have nurtured a highly engaged community on Instagram in the UK, and we want to do the same on TikTok, building a local and loyal community to fuel brand interactions digitally.

With a local lens, the brand aims to tell more stories about the specific UK experience of the Elemis brand – from local campaigns and launches to sharing pop-ups, stores and consumer events.

@elemis_ukithe magic in action 🪄 a sneak peek into how we create our best selling Pro-Collagen range 💗✨♬ original sound - 🎧

The brand has so far uploaded five videos, including '5 reasons you need to try the viral Elemis Cleansing Balm' and 'cleansing mistakes you are probably making', as well as a sneak peak of the manufacturing process of its bestselling Pro-Collagen range.

"We want to capture the interest and excitement of a Zillennial beauty lover through a full-funnel content plan which celebrates our decadent textures, shares skin wellness tips, inspiration and advice from our in-house experts," added Sheahan.

@elemis_ukiwe’re balmy for our bestseller ☁️✨ our viral melt-on-skin cleanser: Pro-Collagen Cleansing Balm 🍯♬ оригинальный звук - Spotify

"There’s a lot of conversation about the brand already, particularly on our makeup melting Pro-Collagen Cleansing Balm, and we want to supercharge that presence by developing our voice from an owned channel perspective."

The launch offers Elemis the opportunity to capitalise on existing engagement on the app, not only from its US account but also from the general popularity of the brand and its products amongst users.

It comes as the Cleansing Balm is the most searched for Elemis product on TikTok with over 15.7 million views to date.