Case Study: Function of Beauty boosts awareness and retail success with TikTok for Business

How Function of Beauty Shaking things up with popular creators to drive mass awareness

Function of Beauty, a customizable hair care brand, partnered with Target to make its once online-exclusive shampoo and conditioner line available in stores nationwide. The company turned to TikTok for Business to drive mass awareness for the new retail launch and reach a large beauty audience.

TikTok for Business helped Function of Beauty launch the “Shampoo Shakeup” campaign using Spark Ads, Reach & Frequency buying, and creator-led content with custom music. The campaign generated 74 million hashtag views, more than 53 million impressions from Spark Ads, over 1,000 user video creations, and a 7% lift in ad recall, while also delivering strong CPM efficiencies versus benchmark.

Function of Beauty

Michelle Barthole

Brand Director