“When you use TikTok for good and you’re shaping the beauty industry for the good of all, it really has a meaningful impact on society,” said Michelle Crossan-Matos, CMO of Ulta…
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
Perfection is rarely achieved in movies, but this heaven-sent concert doc hits the sweet spot. Over two days in January 1972, the Queen of Soul, Aretha Franklin — she was 29 at the time — sweeps into the New Temple Missionary Baptist Church in Watts in front of a congregation and testifies to God in song. The blessed thing took nearly half a century to come out because director Sydney Pollack failed to sync the image with the sound. Then digital angels stepped in, and glory, glory, hallelujah!
“When you use TikTok for good and you’re shaping the beauty industry for the good of all, it really has a meaningful impact on society,” said Michelle Crossan-Matos, CMO of Ulta Beauty.
Crossan-Matos and Sofia Hernandez, TikTok’s global head of business marketing, sat down at the Variety Studios at Cannes Lions, presented by Canva, to discuss the value of social media for brand outreach.
“What I’m hearing about is the importance of the community, which maybe isn’t a new conversation, but now a deeper one,” said Hernandez. To clarify, Hernandez considers the community to be users of social media, but also the population at large that defines culture.
“When we talk about community at Ulta Beauty, we’re talking about fans, the beauty enthusiasts, people who just want to play and learn, so it can be defined in many ways,” said Crossan-Matos. Ulta has over 40 million loyalty members, the Ultra CMO explains, which she believes is more than any other company in the U.S. Hernandez said that TikTok has over a billion users, so when the two come together, the possibilities for outreach become nearly infinite.
“Everyone wants to be surrounded by realness and authenticity,” said Hernandez. “And this is a community that really started to lean into imperfection from a beauty standpoint. And so, a lot of the work that Ulta has done on TikTok is embracing that.”
Younger generations gravitate towards fellow social media members for recommendations rather than brands themselves, which is something beauty brands like Ulta are trying to cash in on. Both Hernandez and Crossan-Matos believe that community members online are a valuable asset in brand marketing, especially when they come across as honest and authentic.
“We tell brands a lot to think like marketers but act like creators,” said Hernandez. She hopes brands can learn how to better utilize TikTok to help get products out there.