Walmart is leveraging TikTok to sell products and beauty appears to be a particularly strong focus:
“Beauty is an especially ripe category for TikTok, said Walmart CMO William White. ‘The platform is a destination where users are visiting to discover the latest beauty products or to be inspired to pull together a new look via tutorials from their favorite creators,’ he said. The company elevated its beauty positioning pre-pandemic and during, with exclusive brands like Mindy McKnight’s Hairitage and new lines like The Lip Bar. Walmart has also ensured that the store experience matches its digital offering and vice versa with the hiring of Musab Balbale, the vp of omnichannel beauty, last fall.”
P.S. Walmart is moving fast on incorporating social media platforms into its marketing mix. Suppliers will need to be nimble at this time so as to take full advantage of these efforts. Need help understanding it all? Our experts can help. Contact us today.