Guests were encouraged to engage with the vignettes.Photo: Stefanie Keenan/Getty Images for L'Oreal Paris
LOS ANGELES—In March 2021, L'Oréal Paris' newest foundation (at the time) went viral on beauty TikTok, with hundreds of users demonstrating its must-try coverage—the holy grail when it comes to word-of-mouth advertising.
Fast forward to 2022, and the beauty brand decided to mark the social media anniversary by hosting a 12-hour “Infall-a-thon” pop-up at The Grove in Los Angeles on March 19.
To celebrate its Infallible 24HR Fresh Wear Foundation, L'Oréal tapped into TikTok, of course, presenting a sort of talent show complete with spin art using the foundation‘s shades, a performance by contortionist Sarah Childs (aka Stretchy Sarah) and a cheerleading routine with Gabi Butler, as well as panel discussions, makeup tutorials and meet-and-greets.
“As the product experienced its initial celebrity on TikTok, we felt it only right to go back to the platform as a way of marking the one-year anniversary,” explained Maude Brunschwig, senior vice president of marketing and communications at L’Oréal Paris. “That said, we brought together a dynamic roster of talent who not only embodied the product’s benefits, but also brought it to life in unique and memorable ways.” 
Attendees were able to test out the product at shade-matching stations.Photo: Stefanie Keenan/Getty Images for L'Oreal Paris
TikTok vignettes were set up throughout the space to encourage engagement and product play, along with shade-matching stations. Attendees were encouraged to film their own TikTok videos inside immersive, larger-than-life spaces including a giant fake pool with branded floaties.
“With TikTok engagement as a priority, we designed our vignettes with intention—creating environments that leveraged movement rather than static photos,” explained Tiffany Green, senior vice president of Industria Creative, the agency tasked with producing the event. “Brand ambassadors guided guests through TikTok trends as they made their own content within the scenic builds. Authenticity is key to TikTok, so providing space for guests to express themselves in a way that was unique to them was a top priority for L’Orèal Paris.”
The event was also streamed live on the brand’s TikTok channel, with 335,000 people joining the live stream and 500 attending in person.
In terms of designing a TikTok-friendly activation, as opposed to an Instagram-worthy one, Green said that event producers need to understand the platform. “When creating an activation for TikTok, it’s imperative that all the elements feel organic to the medium,” she suggested. “For example, ensuring that any video output looks and feels similar to what users are accustomed to seeing on their feed by utilizing familiar camera angles and styles, and tailoring the content and language to appeal to TikTok audiences.”
Scroll down to see more from the “Infall-a-thon” pop-up.
