Viral Marketing Strategies in the Global Beauty Industry
Saarikoski, Olivia (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604146409
https://urn.fi/URN:NBN:fi:amk-202604146409
Tiivistelmä
This thesis examines how international beauty brands utilize TikTok phenomena and pop culture trends as part of their global business and marketing strategies. As social media platforms increasingly influence consumer behavior, TikTok has become a central channel for driving viral visibility in the beauty industry. The study explores how brands transform platform-specific trends, user-generated content, and pop culture moments into strategic marketing initiatives that support not only short-term visibility but also longer-term international growth.
The research adopts a qualitative case study approach, focusing on selected international beauty brands, including Fenty Beauty, L’Oréal, and Sephora. The analysis examines the types of TikTok-based campaigns implemented, how virality is achieved, and the resulting business impact in terms of brand awareness, consumer engagement, and market expansion. Key success factors such as authenticity, alignment with platform culture, influencer collaboration, and organizational agility are emphasized.
This thesis evaluates whether viral campaigns generate temporary attention or contribute to sustained brand equity and international performance. Differences in audience responses across market areas are also considered, highlighting the role of cultural context in campaign effectiveness. The outcome of the study is a case study–based analysis and demonstrating how beauty brands can strategically integrate TikTok and pop culture into their international business strategies.
The research adopts a qualitative case study approach, focusing on selected international beauty brands, including Fenty Beauty, L’Oréal, and Sephora. The analysis examines the types of TikTok-based campaigns implemented, how virality is achieved, and the resulting business impact in terms of brand awareness, consumer engagement, and market expansion. Key success factors such as authenticity, alignment with platform culture, influencer collaboration, and organizational agility are emphasized.
This thesis evaluates whether viral campaigns generate temporary attention or contribute to sustained brand equity and international performance. Differences in audience responses across market areas are also considered, highlighting the role of cultural context in campaign effectiveness. The outcome of the study is a case study–based analysis and demonstrating how beauty brands can strategically integrate TikTok and pop culture into their international business strategies.