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What Led to Milk Makeups Cooling Water Jelly Tints Viral Success on TikTok?

user2024-06-28 23:11

How Milk Makeup’s Cooling Water Jelly Tints Took TikTok by Storm

Milk Makeup has done it again. Their latest launch, the Cooling Water Jelly Tints, hit the internet with an impact that not even the brand could have fully predicted. Launched on February 6, this product not only flew off the shelves but became a viral sensation on TikTok. Here’s a closer look at the unique characteristics that fueled its enormous success.

An Unexpected Start: Pre-Launch Buzz

Before the Cooling Water Jelly Tints even hit stores, the buzz had already begun. Milk Makeup’s internal team, along with various retail partners, had an inkling that this product could be a huge hit. But they didn’t realize just how quickly it would capture public imagination.

Tim Coolican, CEO of Milk Makeup, spoke on this pre-launch excitement, noting the incredible energy surrounding the product. Even before hitting physical shelves or websites, there was a staggering waitlist of over 60,000 eager consumers.

Milk Makeup Cooling Water Jelly Tints

The Allure of Nostalgia

One of the reasons for the product’s virality lies in its nostalgic appeal. Co-founder Dianna Ruth has often mentioned how the concept was inspired by childhood favorites like Push Pops and Jell-O. These items not only appeal to kids but also tap into the nostalgia of adults, creating an almost irresistible urge to engage with the product.

Strike While the Iron’s Hot: Perfect Timing and Marketing

In the age of TikTok, timing can make or break a product. Milk Makeup knew this well and made sure to keep the momentum going around the launch. The brand engaged with creators around the clock, ensuring consistent interaction across the platform. This built a real-time virtual community experience, amplifying the virality of the Cooling Water Jelly Tints.

Even one viral TikTok video by user @imhannahcho, who took a literal bite out of the jelly tint, added fuel to the fire. This quirky engagement highlighted the product’s playful and sensory appeal, making it even more enticing for viewers to try it themselves.

Fast Sales and High Demand

Once the product launched, it was almost like a scene out of a tech startup. In just 24 hours, it sold out completely on Sephora’s website. The first three months saw a staggering 400,000 units sold, averaging about one tint every 20 seconds globally. This translates to roughly $10 million in earned media value on TikTok during the first quarter after its release.

Collect Them All: The Appeal of Multiple Shades

Another factor driving the success of the Cooling Water Jelly Tints was their collectibility. The product came out in four shades: coral, pink, berry, and red. Consumers didn’t just buy one or two shades; they bought them all. This diversity allowed for endless creative makeup looks, whether used individually or combined.

Influencer and Community Engagement

Milk Makeup’s Cooling Water Jelly Tints benefited greatly from influencer marketing. The brand made sure to engage with both big and small creators, building a wide network of support. These TikTok influencers played an enormous role in bringing the product to a broader audience, demonstrating its unique qualities in a way that resonated with viewers.

The Challenges and Opportunities of Virality

Managing a viral sensation is no small feat. Milk Makeup had to make quick decisions to meet incredible demand while ensuring consistent product quality. However, this high-speed environment has given the brand valuable insights into agile marketing practices that they can apply to future launches.

Lessons in Agility and Speed

Tim Coolican and the Milk Makeup team have learned important lessons about speed and agility in the current social media landscape. Understanding the rapid pace at which trends can take off, and the necessity of flexible, real-time engagement, will inform their strategy going forward.

The Future of Makeup Marketing

Milk Makeup’s Cooling Water Jelly Tints have set a new standard in the beauty industry, showing how a well-timed, nostalgia-driven product can capture the public’s attention on platforms like TikTok. The lessons learned from this launch will likely influence not only future Milk Makeup products but also shape trends in the broader cosmetic industry.

It’s safe to say that TikTok has revolutionized makeup marketing, but products like the Cooling Water Jelly Tints prove that the blend of nostalgia, smart engagement, and impeccable timing are the true ingredients for viral success.