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This Brand’s ‘Modern-Day Beauty Pageant’ Uses TikTok to Go Beyond Gender Stereotypes

Revolution Beauty’s 6-month campaign gives content creators a chance at $100,000

Fast beauty’ cosmetics brand Revolution Beauty has linked up with TikTok to launch a campaign to find disruptive beauty creators.

The #CreatorRevolution challenge, which has been dubbed ‘a modern-day beauty pageant for the digital age’, is looking to redefine beauty by inviting people from all walks of life to show off their creative flair against three themes and hashtag challenges.

“This is a bold, disruptive campaign by Revolution Beauty that wants to celebrate a changing beauty industry. Brands in beauty need to embrace and celebrate all types of beauty with a community that cares deeply about authenticity,” said Adam Minto, Founder of Revolution Beauty. “TikTok is the perfect platform for us to partner with to find the next generation of beauty talent and creativity, with an audience that is already out there shaping the future of our industry.”

The six-month challenge, running from April through to the finals in October, will culminate in one creator winning a prize of $100,000, the opportunity to create their own product line with Revolution, and a spot on the TikTok Creator Marketplace.

Entrants will be selected from entries to the hashtag challenge – judged by creator Abby Roberts and a panel of other experts – over the next three months.

To promote the challenge, Revolution has worked with TikTok’s Creative Lab to deliver a high-impact splash on the video-sharing app in the UK and US. Revolution will also collaborate with creators, deliver TopView and in-feed ad placements, launch a bespoke music track, have a page in TikTok’s Discover tab, and debut a branded effect.

“This unique campaign takes advantage of everything TikTok has to offer – from our vibrant and diverse creator community to our innovative ad formats, sounds and creative effects – creating a truly immersive digital experience,” said Antonia Baildam, Beauty Brand Partnerships Lead at TikTok. “We’re thrilled to be working with Revolution Beauty for this campaign, a brand that’s leading the charge to disrupt stereotypes and champion genderless and inclusive beauty. We can’t wait to see what our creator community to offer and the superstars this campaign unearths.”

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