Cult Launches World’s First TikTok Beauty Festival

This week, Cult teamed up with St.Tropez, the UK & USA’s Most Trusted Premium Tanning Brand*, in hosting the world's FIRST TikTok beauty festival - #GLOWFEST. In an exciting four day line up, viewers have been tuning in LIVE on TiKTok for exclusive tanning and skincare advice and tutorials from experts & beauty creators.  

The Festival included tutorials and live Q&A’s with St.Tropez’s lineup of beloved TikTok creators with all events live on TikTok from March 14th through to March 17th. Hosts included top talent; St.Tropez’ global brand ambassador Ashley Graham, skincare guru Hyram and TikTok star Glamzilla. With a 2019 study by IAB finding that 87% of consumers were inspired to make a purchase by an influencer, St.Tropez has leveraged this type of discovery - offering consumers an easy and accessible way to discover products and receive personalised, on-demand education straight from their favourite creators.

Talent showcased St.Tropez’s new 2022 launches, including new Tan Tonic Glow Drops, alongside cult favourites the Luxe Whipped Creme mousse, recently brought back by popular demand after a sell-out success last year in the Limited Edition Ultimate Glow Kit.

Each GlowFest host has a highly engaged following, with skincare experts Hyram and Angelo discussing skincare and tanning; global brand ambassador and CEO of Glow Ashley Graham providing viewers with a Tanning 101; Glamzilla running though the best Beauty Hacks and ‘skin-fluencers’ Melissa Tovar and Dani Nicholls trailing products live in ‘Tanned and Tested’. 

This world-first beauty festival gave viewers a chance to engage directly with their favourite talent, asking specific questions about application or ingredients, then directly shopping new products with exclusive offers. This exclusive access to influencers leading their field is an exciting moment for consumers - they received on demand advice, tips and valuable education from creators they trust, in real time. These lives broke down barriers between talent and their fans, with professional advice being offered for free, educating consumers on exactly how they achieve their glow.

Associate strategy director at CULT, Alex Manning, says: “We’re delighted to have worked with St.Tropez on this new social festival concept, opening up new ways for people to interact with the figures they admire. TikTok LIVEs are an intimate, raw form of social media conversation, and offer so much opportunity for interaction between followers and hosts. It’s really exciting to have been a part of this and to have such inspirational talent on board.”