Lancôme Idôle Power

The Objective

Connecting Lancôme with younger generations

To connect with a younger audience and boost visibility for the new Idôle Power fragrance, Lancôme saw the Olivia Rodrigo concert as the perfect cultural moment to activate its first Branded Mission in Mexico under L’Oréal Luxe. Knowing Olivia Rodrigo’s strong fanbase on TikTok and the popularity of her songs, the brand leveraged her presence and the momentum around her tour to launch a campaign that would spark participation and cultural relevance.

The goal was to build awareness, amplify engagement, and position Idôle Power as a fragrance that resonates with empowered, expressive communities on the platform. TikTok was the natural partner to drive that connection, fueling creativity, authenticity, and massive reach.

The Solution

Launching a Branded Mission that inspires participation

To bring the Idôle Power message to life and connect with this audience, Lancôme partnered with TikTok Creative Lab and its agencies to launch a Branded Mission campaign that combined creativity, cultural relevance, and community engagement. At the heart of the activation was an exclusive Idôle Power by Lancôme branded filter, which invited users to co-create content for a chance to win double tickets to the Olivia Rodrigo concert, an artist who naturally resonates with this generation and has a strong presence on TikTok.

To amplify the impact and take the experience beyond digital space, Lancôme embraced an Out of Phone (OOP) execution: the top 40 videos were projected on April 8th at the WTC (World Trade Center) in Mexico City, turning user-generated content into a memorable real-world celebration. This extra incentive drove participation and gave users a chance to be part of a larger cultural moment.The campaign was supported by a full-funnel strategy. Influencer partnerships led by Influur & BeGroup, support from Publicis, and TikTok’s Branded Mission solution all worked together to maximize reach and authenticity.

Most importantly, the campaign empowered the TikTok community to shape the narrative through their own creativity.This strategic activation allowed Lancôme to engage a new generation of consumers, positioning the brand as innovative and culturally relevant while elevating the Idôle line through fandom, participation, and storytelling native to the platform.

The Results

Boosting Awareness, UGC, and Sales with TikTok

The campaign delivered high-impact results, reinforcing the value of Branded Mission as a tool for both brand-building and performance:

• 9,796 videos created using the branded filter

• 82M video views generated through the Hashtag and Media Pages

• 72.2% of total video views came from user-generated content, up from 37.2% in a comparable campaign

• 58% of viewers of #idolepower content were Gen Z

• Double-digit sales growth for the Idôle line during the campaign period

This campaign proved to be an effective branded content strategy, authentically tying the brand to a major cultural moment and driving measurable business results through creativity, community, and innovation on TikTok. It was also featured as part of a panel session at TikTok World 2025, held in July, within a segment focused on upper funnel strategies.

Sources:

• TikTok Ads Manager, April 2024

• Internal client data (Lancôme), April 2024

This is a TikTok Case Study. Past results do not guarantee or predict future outcomes.