Amidst an increasingly competitive cosmetics market and fragmented consumer attention, businesses face a challenge: whether to invest in long-term brand building campaigns or focus efforts on performance marketing for immediate sales.

Maybelline addressed this challenge by collaborating with TikTok Shop to implement IP Campaigns, which are themed campaigns. With dual objectives of branding and commerce, both parties launched various programs: New Arrival Day, a day for new product launches; Brand Fan Day, offering appreciation and special deals to loyal customers; and Super Brand Day, a large-scale brand event combining media outreach and promotions.

Lifter Gloss, the product that generated a "fever" of 75,000 units in three days. Photo: Maybelline

According to Ms. Hong Ngoc, Maybelline Key Account Manager, "These efforts not only helped us increase reach but also drove conversions at a remarkable rate, contributing significantly to the overall business picture". Ms. Ngoc cited the New Arrival Day campaign, where the brand sold 75,000 Lifter Gloss lipsticks in three days, becoming the top-selling makeup brand on TikTok Shop in 4/2025.

Furthermore, the campaign implementation helped the brand build a high-quality content library with significant visibility, thereby reaching and engaging millions of users. For instance, the New Arrival Day campaign garnered over 250,000 social buzzes across various platforms.

"IP campaigns play different roles at each development stage. If utilized effectively, businesses can optimize resources from TikTok Shop, thereby boosting gross merchandise value (GMV), impressions, and branding", explained Ms. Uyen Nhi, Maybelline Online Channel Brand Manager.

According to Ms. Uyen Nhi, the secret to the success of these IP Campaigns lies in the 'Hero Message, Hero Product' strategy and the 'Creator-led Storytelling' model, which deeply engraves the product image into consumers' minds.

Management believes the 'Creator-led Storytelling' model can change how people perceive advertisements. Instead of hearing brands talk about themselves, customers listen to authentic, relatable stories from other users—the content creators they trust—thereby breaking down the 'defense wall' against advertising built by modern consumers.

The Lifter Gloss line. Photo: Maybelline

When implementing IP Campaigns, Maybelline adopted a full-funnel approach, guiding customers from the awareness and consideration stages to the purchase decision. Concurrently, a 'bursting' tactic, involving intensified promotion for about two weeks, helped prompt users to finalize orders at the right time, reducing instances of abandoned shopping carts.

According to a company representative, the golden rule is for a brand to "appear at the right moment to create an explosive effect". Management also views IP Campaigns not as immediate tactics but as a pillar for long-term growth objectives.

"Beyond being a 'sales boosting' tool, IP Campaigns act as a 'lever' to help Maybelline drive simultaneous growth in both brand and commerce. We will continue to collaborate with TikTok Shop to implement IP campaigns this year", Ms. Uyen Nhi added.

Phu Cat