Estée Lauder and The Ordinary share strategies for TikTok Shop

The Estée Lauder Companies is embracing TikTok Shop head-on, starting with its prestige Estée Lauder brand and skin-care brand The Ordinary.

The company has opted to first focus on these two brands from The Estée Lauder Companies portfolio because of their differing positions in the market, according to Jon Roman, svp of global online at The Estée Lauder Companies. He pointed to The Ordinary’s fanbase and extensive creator network, and Estée Lauder’s embracement of tech innovations and success in TikTok creator-led campaigns. Roman said Estée Lauder’s TikTok-focused campaigns have garnered success, in terms of earned media value and engagement. The brand joined TikTok in 2021. Meanwhile, The Ordinary, which has gained a rabid Gen-Z fanbase, has one of the strongest followings for a beauty brand on TikTok, with 1.3 followers.

“[Our focus] is not really about the actual TikTok Shop itself and storefront,” said Roman. “It’s about the whole experience of the consumer journey and giving customers the opportunity to shop via TikTok if that’s where they want to shop.”

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