Too Faced

The Objective

Too Faced is a cruelty free beauty brand inspiring women to “own their pretty” through the transformative power of cosmetics. It sought to capture the attention of vibrant, beauty-loving Generation Z women in the UK, to raise awareness and increase sales of their ‘Lip Injection Extreme’ lip gloss.

The Solution

Today, time (and attention span) is a premium – particularly in Gen Z’s ‘always on’ lifestyle. To deliver mass awareness and drive direct sales, Too Faced created a Brand Takeover ad which, upon opening TikTok, presents a full-screen video for five seconds, gaining maximum attention with precision messaging instantly.

Too Faced describes itself as ‘a serious makeup brand that knows how to have fun’, which shines through in the ad creative. Bright colours, dynamic motion and hologram effects bring Lip Injection Extreme to life with an eye-catching, disco party vibe. It’s a great example of how to capture the attention of Gen Z, they themselves a fiercely creative and digital-first generation.

With consistent product placement, the Brand Takeover cleverly takes advantage of TikTok’s vertical-first split screen format to demonstrate the before and after effects of 'Lip Injection Extreme’ - immediately showcasing lips before and after, revealing the product’s key USP.

Throughout, the Too Faced creative used its instantly recognisable logo and style to help build brand favourability and awareness whilst incorporating a strong CTA to drive consumers to buy the lip gloss from the Too Faced website.

The Results

Aiming to cut through the noise and inspire Gen Z females to ‘shop the look’, Too Faced’s Brand Takeover ad garnered an incredible 7.6 million impressions, 2.54 million unique, in just one day. It gained 1.3 million clicks to the product page, earning an 18.38% click-through rate – exceeding the benchmark for the UK market.