Case Study: Maybelline boosts brand sales and awareness with TikTok for Business

Increasing awareness and driving sales of Maybelline's hottest products in Israel

TikTok for Business helped Maybelline, a leading beauty brand in Israel, strengthen its brand image and deepen its connection with Gen Z as competition intensified and new brands entered the market. The company needed a way to stay relevant with younger consumers while supporting awareness and sales for its key product lines.

TikTok for Business ran a three-week campaign combining TopView, One Day Max In-Feed Ads, and creator-led organic content centered on Lash Sensational mascara, Matte INK lipstick, and IAR concealer. The campaign generated 20 million impressions, 553,000 engagements, and a 7.7% view-through rate, while also driving a 20% lift in brand sales, a 35% increase in awareness, a 54% boost in brand favourability, and strong product-level gains including Matte INK becoming the #1 selling lipstick in Israel.

Maybelline