Carolina Herrera Good Girl, France
Best-in-class beauty example of how to own the holidays through TikTok-first creative, full funnel media and creator community experiences.
The Objective
During the critical holiday season, ignite awareness around and intent for the premium fragrance Good Girl among French beauty audiences.
How can TikTok foster a community in France around Carolina Herrera Good Girl, while driving tangible business impact in Q4?
The Solution
Creating TikTok-first content, implementing a full funnel strategy and being the exclusive launch partner in France of TikTok's By Invitation Only experiential series.
Creative for TikTok: Branded & creator content took a TikTok-first lens, the foundation for strong performance. This included scroll-stopping hooks with the égérie Karlie Kloss coupled with localized creator Spark Ads.
Full Funnel Placement Strategy: Top Feed (Reach) grew new audiences, IFV (Focused View) nurtured preference, Catalog Ads (Sales) drove intent. Full funnel lift results from the BLS validated this winning strategy during the competitive holiday season.
Community Experience: Carolina Herrera was the exclusive launch partner in France of TikTok’s By Invitation Only. 15x French creators who embodied the Good Girl persona were invited to a hidden, NYC-style speakeasy restaurant in Paris. Experiences including the multi-course dinner, live pianist and fragrance engraving activation cultivated connection among the Good Girl community, while being the backdrop for earned and paid content creation.
The Results
Brand Lift Study results exceeded benchmarks, and earned engagement placed Carolina Herrera as the 3rd top performing luxury brand on TikTok France in Q4, 2025.
The direct impact of Carolina Herrera's strategy uniquely activated through TikTok:
Brand Lift Results
+9.3% Awareness (2x higher than FR benchmarks)
+9.6% Intent (Significantly higher than FR norms)
+6.8% Preference (Significantly higher than FR norms)
Experiential Impact (content from 15 creators)
23M Video Views
35k Engagements (likes, comments, shares)
Earned Media Value Garnered
#3 Top Luxury Brand in France in Q4
Source: Kolsquare Q4 '26 EMV Ranking (mentions, engagements), behind Dior and Rabanne in France *Source: Kolsquare Q4, 2025 Report, FR Top Performing Luxury Brands on TikTok