Sephora, TikTok pioneer Incubator Program for brands, content creators
Sephora and TikTok are joining forces to unite the digital and beauty worlds.
Alongside Digitas, the two companies announced the launch of the Sephora x TikTok Incubator Program, which aims to connect content creators with the brands who have participated in the retailer’s Accelerate program.
The overall goal of the initiative is to help participants learn impactful social content strategies through a series of educational training modules, the companies said.
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"The future of brand storytelling lies in the hands of multicultural creators, and by championing diverse creators, brands can unlock their full potential on TikTok," said Soniya Monga, head of U.S. agency partnerships at TikTok. "Our partnership with Sephora and Digitas aims to educate brands on the importance of a DEI-first approach to creator partnerships. Together, we are building a framework that celebrates diversity and intersectionality, ensuring that every brand can accelerate their growth and success on TikTok through inclusive and impactful storytelling."
Participating brands will hear from such #beautytok creators as Amy Chang, Rocio-Lopez Jimenez and Nyma Tang. In addition, three brands from the 2021 Sephora Accelerate cohort—Topicals, Eadem and Hyper Skin—will participate in the program's launch.
"Brands that have a savvy understanding of creator led social media and creator relations have a clear advantage in not only conceptualizing beauty content that resonates with their audience, but also in building genuine connections,” said Brent Mitchell, vice president of marketing, social and influencer at Sephora. "At Sephora, we have long been known as a brand builder in the prestige beauty landscape, and we are thrilled to partner with TikTok to share this unique creator-driven perspective with our brands and build a more inclusive beauty community."
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The Sephora Accelerate x TikTok Incubator Program is an added offering that will be extended to 12 Sephora Accelerate brands this year, the companies said.