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Published March 27, 2017
Published March 27, 2017

Beauty’s dominant brands experiencing the most recent and vast growth all have one thing in common: an on-brand, stylized, and integrated Instagram account.

Beauty is the leading type of brand that female social media users in the US interact with, centered around color cosmetics dominating the category. The US color cosmetics market is expected to grow to 77.7 billion dollars in 2020, as compared to the 57.4 billion it brought in in 2014. Brands like MAC Cosmetics, Anastasia Beverly Hills, Sephora, NYX, and Too Faced lead in number of Instagram followers. Other notable social media mavens like Benefit, NARS, Stila, Smashbox, and Urban Decay have seen anywhere from an 8% to 26% growth in sales over the last 10 years.

The tactic of teasing up-and-coming product launches well before their launch date has aided in record-breaking sales for some top companies. ABH, MAC, and Too Faced, who are currently teasing their Spring/Summer 2017 collections, have crafted this art so perfectly that their recently past launches have exceeded manufacturing capabilities. MAC’s Selena Quintanilla collection sold out in record time. Anastasia Beverly Hills’ Modern Renaissance Palette sold out so quickly it crashed their website and caused both Sephora and Ulta to be backordered for months. Too Faced’s Unicorn Tears Lipstick still remains permanently sold out.

Too Faced’s Instagram tease campaign strategy incorporates both video content and carousel advertisements to drive brand awareness and increase traffic to their website. The carousel ad campaign used to gain interest in the launch of their Chocolate Bar Palette Series allowed followers to view the upcoming product in a variety of images. Utilizing Instagram features like the Shop Now button converted viewers to buyers that led to a 20% increase in sales for the tease campaign of their Chocolate Bar Palette Series.

Instagram’s digitized word-of-mouth marketing allows a brand to showcase upcoming product launches to build consumer awareness and excitement. Teasing new products well in advance with strategic repetition ensures successful and in some case, record-breaking launches while maintaining consumer interest, catching the attention of potential customers, and instilling brand loyalty.

For a deeper look into how Too Faced harnesses Instagram’s marketing capabilities, check out this Facebook Business case study.

*all statistics pulled from


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