Humans of TikTok: What’s worth the splurge for TikTok’s luxury beauty shoppers?
If you’re a luxury brand, you probably know that APAC is set to be the next goldmine—by 2026, the region will be home to over one-third of the world’s billionaires¹. And wherever your business is based in the world, it’s never been easier to reach this new generation of high-net-worth consumers through TikTok.
More than a platform, TikTok is a kaleidoscope of unique stories and experiences. By creating and engaging with short-form videos, people from all walks of life can uncover possibilities, chase passions, and express themselves.
This dynamism is attracting APAC’s luxury shoppers, who seek out meaningful connections and experiences over extravagance. 77% of the region’s affluent TikTok shoppers say they value luxury brands that help them express their individuality. Another 80% find it important that luxury brands stand for issues they care about.
These luxury shoppers turn to TikTok to get inspiration for their next splurge, with 60% of affluent audiences in APAC using TikTok in the past month. This audience group—composed of both men and women largely aged between 25 to 44—is tuned into the latest trends and recommendations to tantalize their imaginations.
Wondering how to get their attention? First, let’s meet one of them.
Meet Lee Gwang-geol, a luxury shopper on TikTok
Even through the screen, Lee Gwang-geol (@dptnsla6607) oozes with infectious joy. Also known as David, this Korean fashionista has amassed over 41,700 followers on TikTok for his debonair outfit ideas and styling tips.
Scroll through his videos and you’ll find him rocking suits in every color of the rainbow, paired with boundary-pushing accessories like sneakers, scarves, and even shorts. Fashion, he says, is “a synonym with self-confidence; it’s the most effective way to brand myself.”
Where luxury meets beauty
Let’s zoom into a key segment of affluent audiences on TikTok: luxury beauty shoppers. This category of shoppers has spent at least USD 500 per capita on beauty in the past 12 months, and 75% of them use TikTok at least once a day. Notably, 44% are aged 45 and above—underscoring TikTok’s increasing appeal to the older generations.
In our post-pandemic world, over half of luxury shoppers on TikTok are splurging more on beauty brands than before COVID-19. But they plan prudently before splashing out—75% intentionally save up for a beauty product or brand. Only Korean consumers buck the regional trend, with 63% saying they are more likely to buy when they want.
While consumers are happy to pay a premium for a luxury brand, there’s usually a reason behind the indulgence—whether it’s treating loved ones or treating themselves. Almost four-fifths say they enjoy gifting luxury products to their loved ones. Another 73% only buy a luxury product as a reward or for special occasions.
Beyond the big picture, we can break down these luxury beauty shoppers into three distinct personas, each with their own way of engaging with luxury brands. Here’s a snapshot:
Luxe Explorer: Keen to learn and discover
Ever splurged on a serum because it was on sale, then found yourself hooked on it? That describes our Luxe Explorers. For these budding luxury enthusiasts, promotions are an accessible launchpad into the world of high-end beauty.
While Luxe Explorers have just begun building an affinity with luxury brands—spending less than USD 1,000 on beauty products in the past 12 months—they’re keen to know more. 79% expect luxury brands to share more about their heritage and brand stories, and they’re actively searching online and on brand websites to understand the brand. Brands who can show that their values align with Luxe Explorers will win them over.
Luxe Splurger: Self-care is king
You just can’t put a price tag on self-love. Our Luxe Splurgers certainly know this, pampering themselves with between USD 1,000 to 5,000 in beauty products over the last 12 months. These shoppers elevate beauty to a form of self-care, and they’re willing to splash out when the mood strikes. Nearly three-quarters would treat themselves to a luxury product or brand whenever they want.
What makes Luxe Splurgers tick is community. They are drawn to brands that create a sense of community, and love to tap their online beauty circle for insider tips and recommendations. They’re particularly tuned into culture events, where beauty and creativity collide—think celebrity collaborations or trendsetter gatherings like Paris Fashion Week.
Luxe Ultra: Authenticity wins
Luxury isn’t just a lifestyle for Luxe Ultras—it’s a cornerstone of their identity. These well-groomed trendsetters pick and curate beauty finds that reflect their self-expression, spending over USD 5,000 on beauty products in the past 12 months. Their discerning taste extends to lavishing their social circle with gifts—almost nine in ten say they enjoy gifting luxury products to loved ones.
Beyond perfection, authenticity catches the eye of Luxe Ultra shoppers. They seek out genuine content that pulls back the curtain on the high-end beauty world, building connections with the true lives of luxury brands and personalities.
How can you target luxury beauty shoppers on TikTok?
Now that you have a clear picture of what makes luxury beauty shoppers tick, you can channel those insights into your targeting strategy. TikTok Ads Manager enables you to reach your target consumers efficiently by creating custom audiences based on their interests and interactions.
The first step is to build a custom audience profile based on your existing customers’ activity, allowing you to nurture loyalty. From here, you can widen your prospects by defining the level of spending power, interests, and behaviours that align with your target audiences.
Once users begin engaging with your brand, you can retarget them to recapture their attention and deepen their interest. You can also enhance your targeting with TikTok’s Smart Targeting, Targeting Expansion, and Lookalike Audience features to ensure your content is reaching the right people.
Here’s how your next beauty campaign might look like behind the scenes, using targeting recommendations on TikTok Ads Manager:
Download our Luxury Beauty Shoppers Targeting Cheat Sheet here.
For luxury shoppers looking for that special splurge, TikTok is a playground of inspiration and experiences. While it may seem tough to stand out from the crowd, you can leverage your newfound insights into luxe beauty shopper personas to craft content that leaves an impact. With TikTok’s targeting tools at your fingertips, your brand will be better-placed to engage the right audiences and get them clicking ‘buy’.
Hungry for more audience insights? Visit Humans of TikTok!
Sources:
The Intelligence Lab, “Ultra-rich population in Asia-Pacific expected to rise the fastest in the next five years”, 2022