TikTok as a digital marketing tool: Freshly Cosmetics brand case study
TikTok como herramienta de marketing digital: estudio de caso de la marca
Freshly Cosmetics
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nº 38, pp. 183-206
| 183
January-June of 2024
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Vicente-Fernández, P. y Díaz-Lucena, A. (2024). TikTok as a digital marketing tool: Freshly Cosmetics brand case study.
Doxa Comunicación
, 38,
pp. 183-206.
https://doi.org/10.31921/doxacom.n38a1962
Pilar Vicente-Fernández.
Assistant Professor at the Faculty of Communication Sciences of the Universidad Rey Juan
Carlos, Department of Audiovisual Communication and Advertising. PhD in Social and Legal Sciences (Communication)
by the URJC. Member of the High Performance Research Group in the Communication of Social Causes, collaborator
of the INECO High Performance Research Group and member of the NODOS Teaching Innovation Group. Part of the
Editorial Team of
index.comunicación Revista cientíca de Comunicación Aplicada
. Her research interests are advertising
communication, political communication, personal branding, social networks and teaching innovation.
University Rey Juan Carlos, Spain
[email protected]
ORCID: 0000-0002-4959-7325
Antonio Díaz-Lucena.
Assistant Professor at the Faculty of Communication Sciences of the Universidad Rey Juan
Carlos, Department of Audiovisual Communication and Advertising. PhD in Information Sciences (Audiovisual
Communication) by the URJC. Member of the High Performance Research Group INECO. Member of the board of
directors of the scientic journal
Trama y Fondo
. His lines of research focus on communication in social networks and
the analysis of audiovisual texts.
University Rey Juan Carlos, Spain
[email protected]
ORCID: 0000-0002-4234-0850
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
Received: 30/04/2023 - Accepted: 02/10/2023 - Early access: 18/10/2023 - Published: 01/01/2024
Recibido: 30/04/2023 - Aceptado: 02/10/2023 - En edición: 18/10/2023 - Publicado: 01/01/2024
Abstract:
e beauty products market in Spain is one of the most important
in the world. Its high consumption pushes brands to invest more in
advertising to be present in all media. e digital communication
strategy of the Spanish beauty brand Freshly Cosmetics on TikTok is
analyzed, based on a hypothesis that supports a signicant change of
strategy between 2021 and 2022 in this social network. e reasons
behind this possible movement are investigated using a mixed
approach that combines quantitative and qualitative techniques
Resumen:
El mercado de productos de belleza en España es uno de los más impor
-
tantes del mundo. Su elevado consumo empuja a las marcas a invertir
más en publicidad para estar presentes en todos los medios de comuni
-
cación. Se analiza la estrategia de comunicación digital de la marca es
-
pañola de belleza Freshly Cosmetics en TikTok, a partir de una hipótesis
que sostiene un signicativo cambio de estrategia entre 2021 y 2022 en
esta red social. Se investigan las razones que han motivado este posible
movimiento mediante un enfoque mixto que aúna técnicas cuantitativas
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TikTok as a digital marketing tool: Freshly Cosmetics brand case study
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applied to a time frame spanning from January 2021 to October 2022.
Specically, the impact and interaction of the brand’s publications
with its audience are evaluated and a content analysis of 121
publications is carried out by choosing 36 variables that are coded
in the SPSS program to nd out their frequencies and percentages.
ese ndings, complemented by a semi-structured interview with its
communication manager, underline the use of the digital platform as
a showcase through which to enhance the brand values and focus on
quality content, reducing the promotional component characteristic of
the initiation stage.
Keywords
Beauty; Freshly Cosmetics; social media; TikTok; advertising.
y cualitativas aplicadas a un marco temporal que abarca de enero de
2021 a octubre de 2022. Especícamente, se evalúan los impactos e inte
-
racciones de las publicaciones de la marca con su audiencia y se realiza
un análisis de contenido de 121 publicaciones mediante la elección de
36 variables que se codican en el programa SPSS para averiguar sus
frecuencias y porcentajes. Estos hallazgos, complementados con una en
-
trevista semiestructurada a su responsable de comunicación, subrayan el
uso de la plataforma digital como escaparate a través del cual potenciar
los valores de la marca y apostar por contenido de calidad, reduciendo el
componente promocional característico de la etapa iniciática.
Palabras clave:
Belleza; Freshly Cosmetics; redes sociales; TikTok; publicidad.
1. Introduction
e latest gures for advertising investment by advertisers that fall within the beauty sector place the “Beauty and Hygiene”
category as the seventh sector by investment volume in 2022, within a ranking of a total of twenty-three sectors headed by
“Distribution and Catering” as the leader in advertising investment (InfoAdex, 2023). According to the same study, the rst
advertiser is the division of the French multinational L’Oréal Spain and the third, the consumer goods giant Procter & Gamble
Spain, two brands with a recognized business trajectory and high prestige within the sector. As a result, these brands account
for almost all the investment in the cosmetics market in Spain, a market that recorded a growth of +7.8% in 2021 and that
positions our country as one of the international leaders: Spain is in the Top 10 world exporters of beauty products and ranks
second as an exporter of perfumes (Stanpa, 2022), behind only France. erefore, these gures place the beauty sector ahead
of others as emblematic in Spain as olive oil, wine, or footwear. An exhaustive analysis of the characteristics of this industry
helps to understand the needs that Spaniards have about their personal care and appearance. According to the National
Association of Perfumery and Cosmetics Stanpa, an average of 7 to 9 products per person per day are used in our country,
with an income of 166 euros/year per capita and an outstanding growth of the subcategories of perfumes, color cosmetics and
skin care. Moreover, this is a sector where some of the brands that have focused on building trust, credibility, and familiarity
as preferred attributes (EAE Business School, 2018) have been rewarded by consumers. A circumstance that hints at their
concern for other themes or values outside the product itself or the sector itself. us, a more conscious, supportive, and
sustainable type of consumer is emerging (Stanpa, 2022), who is not exclusively guided by price, but needs to perceive quality
in order to pay for it; a situation that is linked to the concepts of sustainability and well-being as discursive axes of marketing
communication today. Specically, sustainability is a determining factor, with a weight of 67.3% in determining the act of
purchase (EAE Business School, 2022). Other notable trends are the appeal to the discourse of diversity and inclusion in beauty
advertising communications (Figueiredo, 2016; Kantar, 2021), as well as the vindication of the empowerment of the mature
woman or silver generation as the main consumer of cosmetics (El Publicista, 2022; Rodríguez, 2023). Today’s customer longs
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to nd in beauty brands an emotional bond, hence cosmetics have transcended the barriers of the mere product to become
part of their identity (Aranda, 2018).
In this context, 84% of perfumery and cosmetics companies in Spain are SMEs (Stanpa, 2022). Among them, the case of Freshly
Cosmetics stands out, a young emerging Catalan cosmetics company created in 2016 that focuses on cosmetics through the
use of natural ingredients that, since its origins, has multiplied its business gures year after year. As distinctive strengths they
highlight their own manufacturing and the loyalty of their customers, as 40% repeat (Plaza, 2021). SME of the Year Award 2022
in Tarragona as a generator of wealth and creator of employment, thanks to its successful business commitment aligned with a
solid commitment to the health of the planet (Europa Press, 2022). As with other young companies that combine the physical
point of sale and also market through the Internet, part of the secret of its success lies in its marketing strategy in social media.
2. Reference framework
2.1. Online communication of beauty brands
Nowadays, conventional beauty advertising on television, outdoor and high-end magazines coexists in the same scenario
with the tools provided by Information and Communication Technologies. e presence of beauty brands in digital platforms
becomes a key operation within their business strategy, due to the fact that conversations about beauty, makeup and cosmetics
are breaking records in social networks (
beautymarket.es
, 2020). With the usual use of a prescriber as the axis of the discourse,
“whose image and reputation are transferred to the brand” (Cerdá-Vilaplana
et al
., 2022: 10), these virtual community
platforms grant an amplifying dimension to this type of messages, while facilitating the participation of consumers in a
conversational ecosystem where emerging narratives proliferate (Bonilla
et al
., 2021). us, digital platforms are congured
as ideal communication tools for brands and beauty products, as corporate and advertising content is diluted in these digital
leisure spaces (Viñals, 2013) in which an atmosphere of entertainment and distraction prevails.
Social networks provide beauty brands with new spaces for communication and narrative innovation; they accommodate a
convergence of languages, as well as the hybridization of genres and advertising formats (Méndiz and García, 2017), which
provide brands with alternative ways of communicating with their audiences. One of the paths most used by advertisers is the use
of prescribers 2.0 or inuencers, with transcendence in the interest groups of brands through the production and distribution
of content, interaction, and the strength of their opinion leadership (Enke & Borchers, 2019). eir presence supplements
the direct advisory function that cosmetics users, demanding in terms of quality and personalization, are accustomed to
require in physical stores. Attributes such as personalization and authenticity are particularly valued in inuencer marketing
campaigns (IPMARK, 2023), where these gures play a vital role as brand ambassadors and for showcasing product results.
us, beauty brands face the challenge of presenting their consumers with a seductive communication strategy on social
networks and an ecient practice on mobile devices, which are able to replace the in-store shopping experience. As one of
the latest trends in beauty marketing, the term
phygital
experience is coined, which implies for brands the need to work on the
union of ecommerce and physical stores in order to oer their customers a dierent and attractive experience (EAE Business
School, 2023).
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Based on the potential of digital advertising in the eld of beauty and cosmetics, social networks become platforms that
provide a large number of options for information: consult previous experiences, seek recommendations or share advice in an
environment of complicity and reciprocity. All in all, it can be noted that social networks congure spaces that add “factors,
such as activity, communication, technique, style and creativity” (Moldovan and Izquierdo, 2022: 329) and that their inclusion
conditions the success of publications on these platforms. Among them, Instagram and TikTok are the favorite networks
for beauty brands (Rebold, 2022), mainly due to the notoriety that visuals acquire and the dynamism that young audiences
appreciate so much (Matellanes and Rodríguez, 2021). Specically, the Beauty Sector Social Media Barometer 2022 points to
TikTok as the emerging channel that brands will tend to focus on in the near future.
2.2. TikTok at the service of commercial interests
TikTok (Douyin in Asia) is the most successful social network for the creation and exchange of audiovisual content at the
moment (Anderson, 2020), if one considers, mainly, the number of annual downloads (Sensor Tower, 2022) and its advertising
revenue (Rua Aguete, 2022). In just a few years, and partly thanks to COVID (Dias and Duarte, 2022; Ng & Indran, 2022),
the Asian company has managed to accumulate more than 1.3 billion new active users (TikTok Team, 2021; Mansoor, 2022).
However, its greatest merit lies in: 1) the creation of a highly sophisticated algorithm that operates with AI and optimizes the
reception, organization, and distribution of audiovisual pieces among users (Scanlon, 2020; Zhao, 2021). e improvement of
the recommendations process with which they operate, which learns from the information that the user leaves on the platform,
such as views, created material, interactions or prole information, has managed to increase the number of new users, but also
the consumption time year by year (Wang, 2022); and 2) the tools that TikTok has been making available to the user for the
creation of own UGC content (Patel & Binjola, 2020; Wang, 2020). us, the combination of these two factors and the constant
improvements that TikTok continues to implement are making it the fastest growing company in recent years (Levine, 2022).
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Timeline infographic 1. Milestones achieved by TikTok
Timeline
info
graphic 1. Milestones achieved by TikTok
Source: own elaboration
There are some important milestones that have occurred in its short life span, which are shown
chronologically in
the
infographic
timeline
1: the engineer and entrepreneur Zhang Yiming
founded the technology company ByteDance in 2012 and launched the news and information
content application Toutiao, driven by a highly sophisticated search engine that has been the
basis of the current TikTok (Ma & Hu, 2021). Two years later, the social network Musical.ly
was born, created by Alex Zhu and Luyu Yang and oriented to audiovisual content. In 2015
this platform had millions of active users worldwide (Fan & Hemans, 2022). ByteDance in
2016 founds its social network Douyin in China and the following year buys Musical.ly for
$900 million (Fannin, 2019). In 2018 it consolidates both platforms and TikTok is born
although in the Chinese market it still maintains its original name (Douyin). In 2020, the social
network TikTok reached one billion downloads worldwide (Tidy & Galer, 2020). Within a few
months, it surpassed one billion active users (TikTok Team, 2021).
In
2022, it achieved higher
advertising revenues than Meta and YouTube (Rua Aguete, 2022).
Despite all these milestones achieved in such a short time, it can also be added that, as of today,
TikTok is transforming, as it is also not the platform that was unveiled in 2018 in the West.
While it started out as a social network where the duration of its content was limited to 15
seconds, mainly to streamline consumption (Shuai
et al.,
2019), their new roadmap has led them
to allow hosting longer and longer videos, which have gone from 60 to 180 seconds (July 2021),
and up to 10 minutes in 2022 (Alley & Hanshew, 2022; Drapkin, 2022). These measures
favoring longer content are starting to prove popular in many countries, as video views above
60 seconds have reached 5 billion (Cyca, 2022). TikTok has argued that these moves are due
to a commitment to increasing creativity on the social network (Field, 2022). However, this
creativity, as they define it, is more focused on attracting greater diversity of content (Wang,
2020). A constant that has already been demonstrated in the last three years (Zhu, 2020; Miao
et al.
, 2021; García
et al
., 2022) and that has a direct impact on the profile of the user that
inhabits TikTok. Since the age group with the highest prominence on this platform in the West
continues to be Generation Z (Li
et al
., 2019), the visibility of
millennials
and other previous
generations is increasing (Dellatto, 2019; Matsa, 2022; Ng & Indran, 2022). Consequently, this
new scenario configures a more heterogeneous social network where new companies and
Source: own elaboration
ere are some important milestones that have occurred in its short life span, which are shown chronologically in the
infographic timeline 1: the engineer and entrepreneur Zhang Yiming founded the technology company ByteDance in 2012
and launched the news and information content application Toutiao, driven by a highly sophisticated search engine that has
been the basis of the current TikTok (Ma & Hu, 2021). Two years later, the social network
Musical.ly
was born, created by Alex
Zhu and Luyu Yang and oriented to audiovisual content. In 2015 this platform had millions of active users worldwide (Fan
& Hemans, 2022). ByteDance in 2016 founds its social network Douyin in China and the following year buys
Musical.ly
for
$900 million (Fannin, 2019). In 2018 it consolidates both platforms and TikTok is born although in the Chinese market it still
maintains its original name (Douyin). In 2020, the social network TikTok reached one billion downloads worldwide (Tidy
& Galer, 2020). Within a few months, it surpassed one billion active users (TikTok Team, 2021). In 2022, it achieved higher
advertising revenues than Meta and YouTube (Rua Aguete, 2022).
Despite all these milestones achieved in such a short time, it can also be added that, as of today, TikTok is transforming, as
it is also not the platform that was unveiled in 2018 in the West. While it started out as a social network where the duration
of its content was limited to 15 seconds, mainly to streamline consumption (Shuai
et al.,
2019), their new roadmap has led
them to allow hosting longer and longer videos, which have gone from 60 to 180 seconds (July 2021), and up to 10 minutes in
2022 (Alley & Hanshew, 2022; Drapkin, 2022). ese measures favoring longer content are starting to prove popular in many
countries, as video views above 60 seconds have reached 5 billion (Cyca, 2022). TikTok has argued that these moves are due
to a commitment to increasing creativity on the social network (Field, 2022). However, this creativity, as they dene it, is more
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focused on attracting greater diversity of content (Wang, 2020). A constant that has already been demonstrated in the last
three years (Zhu, 2020; Miao
et al.
, 2021; García
et al
., 2022) and that has a direct impact on the prole of the user that inhabits
TikTok. Since the age group with the highest prominence on this platform in the West continues to be Generation Z (Li
et al
.,
2019), the visibility of
millennials
and other previous generations is increasing (Dellatto, 2019; Matsa, 2022; Ng & Indran, 2022).
Consequently, this new scenario congures a more heterogeneous social network where new companies and institutions
(IAB Spain, 2021; TikTok Team, 2022) have seen an opportunity to sell their products or position their brand with the creation
of audiovisual content. Previous studies point to TikTok as the platform that is currently receiving the most attention due to
its rapid growth, its creative possibilities and the opportunities it brings to the marketing territory (Rach, 2021). rough it,
informative content elicits higher engagement rates than emotional content, with the singularity that non-verbal information
has hardly any signicant eect (Wahid
et al.
, 2022). Analyses of the communicative activity of European and North American
companies on this social network show a correlation between the increase in followers and the increase in publications, with
reach increasing as content production is encouraged; moreover, it is a platform that tends to “innovate narratively far from
conventional advertising and marketing formulas” (Sidorenko
et al
., 2021: 107).
3. Methodology
e main objective of this research is to analyze the use that the Spanish beauty company Freshly Cosmetics makes of the
social network TikTok. Other specic objectives derive from this main objective: 1) to know the communication strategy of this
company on TikTok; 2) to count and group its publications, but also the interactions of its audience; 3) to measure the level
of engagement generated by its actions with the audience; 4) to analyze the content of its publications formally; 5) to nd out
whether its marketing strategy has remained stable or has changed during the study period; 6) to understand the importance
that the creation and distribution of audiovisual content on this social network has for its business model; and 7) to assess
whether its focus on this social network is being successful.
ese specic objectives give rise to some research questions that will guide this study towards the established working
hypotheses: Is TikTok the social network where they invest the most? Is their investment protable? What is their priority
target? Is their sustainable product strategy one of the keys to their success with young people? What do they prioritize when
working with the inuencers that represent their brand? What are the pillars of their communications? Do all their publications
follow the same line? Will they continue to invest in this social network and operate in the same way in the short and long term?
In line with the research questions formulated, three working hypotheses have been established:
H.1. Freshly Cosmetics’ presence in 2022 on TikTok has decreased compared to the previous year. To conrm this
hypothesis, the number of publications of the brand, the visits to its content, as well as the interactions of the audience
with it will be quantied.
H.2. If this hypothesis is conrmed, a derivative of it is formulated, which states that this fact is due to a change in the
brand’s strategy, mainly motivated by: 1) the experience achieved on this platform has led them to optimize the resources
that TikTok provides to reach their target and convey the brand’s values; 2) the reduction of the promotional hook in their
publications to generate trac.
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H.3. Finally, it is estimated that its short and medium-term strategy will be similar. Everything suggests that this new
positioning in TikTok, more linked to generating engagement with the audience than volume of interactions, is more in
line with the brand’s values.
In order to conrm or refute the working hypotheses put forward, this research is approached from a mixed approach that
combines quantitative and qualitative procedures. In this way, numerical measurements and statistical analysis of the
information obtained through sequential and evidential processes, common in the quantitative approach as applied in
similar research on social networks (Mayoral and Edo, 2014; Pérez-Solà and Casas-Roma, 2016; Díaz-Lucena
et al
., 2022a;
Díaz-Lucena
et al
., 2022b), are combined and complemented with inductive methods typical of the qualitative approach such
as the semi-structured interview.
e rst phase of the research focuses on quantitative data analysis. It begins by quantifying the publications of Freshly
Cosmetics and the interactions of its audience on the social network TikTok from February 2021 to October 2022. e sum of
the publications in these twenty-one months of study amounts to one thousand four hundred and thirty-two and, in turn, these
impacts have generated more than one million three hundred thousand audience interactions. is start date of the study was
chosen because it marks a turning point in Freshly Cosmetics’ TikTok strategy, in that it begins publishing periodically on this
platform in February 2021. While its beginnings (from May 2020 to January 2021) have also been analyzed, the results obtained
from the eighty-seven impacts in this period are not transcendent for this study.
e majority of the data that have been worked on Freshly Cosmetics in TikTok have been provided in raw Excel format
by the company
Analisa.io
. From all of them, the following variables were chosen for analysis and grouped and ordered
chronologically: 1) number of posts; 2) number of audience visits to the content; 3) number of audience interactions: likes,
shares and comments; 4) duration of the audiovisual content of the post; and 5) number of characters inserted in each post.
In addition, a content analysis of Freshly Cosmetics’ posts on TikTok for two specic months (October 2021 and October 2022)
was conducted to formulate reproducible and valid inferences, but also to observe their evolution over time after thirteen
months. As a useful research technique “to dissect any product of media communication” (Igartua, 2012: 181), in the current
ecosystem derived from Information and Communication Technologies content analysis is circumscribed to digital content
analysis applied to the study of social network publications, characterized by factors such as “hypertextuality, multimediality,
interactivity and frequency of updating of such content” (Chaves-Montero
et al
., 2018: 9), among others. In this specic case,
the total number of publications that are conceived in these thirteen months and that have been analyzed amount to one
hundred and twenty-one. To this end, homogeneous coding units have been selected to cover all the publication content,
which have been captured in a content analysis template developed
ad hoc
for the present research. ese variables are
grouped around a series of global categories that include the main items of analysis in accordance with the objectives pursued
by the study, as shown in the following table:
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Table 1. Template for content analysis
Table 1. Template for content analysis
Source: own elaboration
Once the content analysis was completed, the data obtained were recorded using SPSS to find
the frequencies and percentages that will be presented in this study.
The second phase of the research is approached with a qualitative approach through a semi
-
structured interview with the communication manager of the company Freshly Cosmetics,
Salva Marsal. The interview was conducted on December 7,
2022,
through the Microsoft Teams
program. This interview was divided into three main blocks: 1) general questions about the
company and his role in it; 2) questions about data and factual facts in TikTok where the
LOCATION
CHARACTERS
Role
Age Range
Display of imperfections
Presence of characters
No. of characters
Gender
Space
Place
BRAND / PRODUCT PRESENCE
CLASSIFICATION OF THE PUBLICATION
Type of communication
Mention of brand / product
Presence of promotional marketing action
Communication objective
Type of promotional marketing action
Product
Brand / product display mode
MARKETING INCENTIVE
Allusion to a specific communication campaign
Type of campaign
How it mentions
Brand / product display presence
NARRATIVE DISCOURSE
RELATIONSHIP WITH THE AUDIENCE
Typology of marketing appeals
Presence of introductory text
Type of introductory text
Demonstration of product use
Types of camera shots
Presence of effects
Typology of effects
Use of argumentation
Language
Narrative format
Type of discourse
TECHNICAL RESOURCES
Presence of audience's marketing appeal
Presence of support resources
Emoticons
Music
Dance
Typology of support resources
Source: own elaboration
Once the content analysis was completed, the data obtained were recorded using SPSS to nd the frequencies and percentages
that will be presented in this study.
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e second phase of the research is approached with a qualitative approach through a semi-structured interview with the
communication manager of the company Freshly Cosmetics, Salva Marsal. e interview was conducted on December 7,
2022, through the Microsoft Teams program. is interview was divided into three main blocks: 1) general questions about the
company and his role in it; 2) questions about data and factual facts in TikTok where the ndings found in this research could
be taught and shared to contrast them and get his feedback; and 3) questions about the drift and future in TikTok of Freshly
Cosmetics.
4. Results
4.1. Aggregation and computation of posts on TikTok
Freshly Cosmetics opened its account on TikTok in May 2020. Its rst publications explain its learning process in this new
narrative, as the number of impacts was low from May 2020 to January 2021, totaling 87 publications in 8 months. ese
impacts had little impact on the audience if we look at the visualizations to their content and user interactions. However, as
of February 2021, its strategy in TikTok changes: 1) the number of publications increases considerably; 2) priority is given to
increasing the volume of interactions through promotional campaigns or queries; and 3) the results of the new strategy, if the
data obtained are quantied, indicate a great success. Table 2 shows the totality of the work carried out by Freshly Cosmetics
from May 2020 to October 2022.
Table 2. Summary of Freshly Cosmetics’ work on TikTok
TikTok account
Opening
Followers
Post
Likes
Views
CommentsShares
freshlycosmetics_esmay-2052.7001.5191.368.30240.236.5486.0079.816
Source: own elaboration
e Catalan company has achieved more than 40 million visits to its content and more than one million likes. e average ratio
of visits per impact (total visits divided by total impacts) is 26,489 and the number of interactions (sum of likes, comments and
shares divided by total impacts) is 911. ese are remarkable gures for a company of its size on this social network.
However, if the work carried out in 2021 and 2022 is quantied separately, large dierences are observed. Table 3 lists these
variables divided by date. From 2022 to 2021, the number of publications has dropped by 188.1%. In the rest of the metrics this
dierence is even greater, especially in the percentage of likes. However, it is striking that this large decline in metrics is less
pronounced in audience comments.
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ISSN: 1696-019X / e-ISSN: 2386-3978
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Table 3. Breakdown of Freshly Cosmetics’ work on TikTok by year
DatePostsViewsLikesCommentsShares
Views per
post
Interactions
per post
2021
96738.205.3131.331.1545.1398.8771.37739.524
2022 (until
Oct-2022)
5141.991.01435.708825870693.877
%
188,11.918,93.727,9622,91.020,31.981,51.019,5
Source: own elaboration
Likewise, Figure 1 shows in detail the evolution of the number of posts since Freshly Cosmetics started operating on TikTok until
October 2022. e months of January, but especially February 2021, break the trend and indicate the change of direction of the
cosmetics brand on this platform. However, the trend from March 2021 onwards is gradually decreasing from 112 publications
in March 2021 (the month with the most impacts) to 45 publications in October 2022. Consequently, and as we have seen, the
other metrics, such as visits to the content and audience interactions, have also been aected, showing reduced gures.
Figure 1. Evolution of the number of Freshly Cosmetics posts on TikTok
Figure 1. Evolution of the number of Freshly Cosmetics
posts
on TikTok
Source: own elaboration
Other variables that were quantified were the duration of the videos and the inclusion of text
on the TikTok platform. The latter has been resolved by counting the number of characters of
all the publications launched month by month.
Figures
2
&
3. Evolution of video duration and average number of characters of Freshly
Cosmetics publications on TikTok
Source: own elaboration
Thus, Figure 2 shows that the duration of audiovisual content is very similar. Although there
are some peaks that indicate changes, the numbers are uniform and show an average duration
of 18 seconds per video. A variable, therefore, that has remained constant since the beginning.
This is not the case, however, with the text added to each post (Figure 3). Freshly Cosmetics
began by introducing its content on the platform with very brief writings that prioritized
hashtags and mentions. As they have been learning the logic of this platform, the number of
characters per post has increased, and with it the choice of a title that engages the audience.
Similarly, it can be noted that the most used words have been: skin and Freshly.
Table 4 shows the five most repeated hashtags and mentions in their publications. It can be seen
that hashtags, by the digit indicating their use, are the most common option in the text of the
publication. Their frequency is 3 to 5 tags per impact. Furthermore, if this number is compared
with that of mentions, it can be certified that the latter are marginal, and are almost exclusively
Ϭ
ϮϬ
ϰϬ
ϲϬ
ϴϬ
ϭϬϬ
ϭϮϬ
Evolution of the number of posts
Ϭ
ϱ
ϭϬ
ϭϱ
ϮϬ
Ϯϱ
ϯϬ
ϯϱ
Video duration in seconds
0
20
40
60
80
100
120
140
160
180
Average number of characters entering videos on
TikTok
Source: own elaboration
Other variables that were quantied were the duration of the videos and the inclusion of text on the TikTok platform. e latter
has been resolved by counting the number of characters of all the publications launched month by month.
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Figures 2 & 3. Evolution of video duration and average number of characters of Freshly Cosmetics publications on TikTok
Figure 1. Evolution of the number of Freshly Cosmetics
posts
on TikTok
Source: own elaboration
Other variables that were quantified were the duration of the videos and the inclusion of text
on the TikTok platform. The latter has been resolved by counting the number of characters of
all the publications launched month by month.
Figures
2
&
3. Evolution of video duration and average number of characters of Freshly
Cosmetics publications on TikTok
Source: own elaboration
Thus, Figure 2 shows that the duration of audiovisual content is very similar. Although there
are some peaks that indicate changes, the numbers are uniform and show an average duration
of 18 seconds per video. A variable, therefore, that has remained constant since the beginning.
This is not the case, however, with the text added to each post (Figure 3). Freshly Cosmetics
began by introducing its content on the platform with very brief writings that prioritized
hashtags and mentions. As they have been learning the logic of this platform, the number of
characters per post has increased, and with it the choice of a title that engages the audience.
Similarly, it can be noted that the most used words have been: skin and Freshly.
Table 4 shows the five most repeated hashtags and mentions in their publications. It can be seen
that hashtags, by the digit indicating their use, are the most common option in the text of the
publication. Their frequency is 3 to 5 tags per impact. Furthermore, if this number is compared
with that of mentions, it can be certified that the latter are marginal, and are almost exclusively
Ϭ
ϮϬ
ϰϬ
ϲϬ
ϴϬ
ϭϬϬ
ϭϮϬ
Evolution of the number of posts
Ϭ
ϱ
ϭϬ
ϭϱ
ϮϬ
Ϯϱ
ϯϬ
ϯϱ
Video duration in seconds
0
20
40
60
80
100
120
140
160
180
Average number of characters entering videos on
TikTok
Source: own elaboration
us, Figure 2 shows that the duration of audiovisual content is very similar. Although there are some peaks that indicate
changes, the numbers are uniform and show an average duration of 18 seconds per video. A variable, therefore, that has
remained constant since the beginning. is is not the case, however, with the text added to each post (Figure 3). Freshly
Cosmetics began by introducing its content on the platform with very brief writings that prioritized hashtags and mentions. As
they have been learning the logic of this platform, the number of characters per post has increased, and with it the choice of a
title that engages the audience. Similarly, it can be noted that the most used words have been: skin and Freshly.
Table 4 shows the ve most repeated hashtags and mentions in their publications. It can be seen that hashtags, by the digit
indicating their use, are the most common option in the text of the publication. eir frequency is 3 to 5 tags per impact.
Furthermore, if this number is compared with that of mentions, it can be certied that the latter are marginal, and are almost
exclusively aimed at naming some opinion leader with whom they have worked. Likewise, both in hashtags and mentions, the
most repeated, i.e., the priority, is to name the brand. Similarly, it should also be noted the importance of choosing the hashtag
#
fyp
in TikTok, but they do not seem to overuse it if you look at the number of times it has been repeated.
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doxa.comunicación
Table 4. Mentions and hashtags of Freshly Cosmetics on TikTok
MentionsTimesHashtagsTimes
@freshlycosmetics10#freshlycosmetics1276
@miss.cremitas5#cosmeticanatural338
@martaponsbeauty4#skincare294
@agatalluch4#fyp189
@identybeauty4#freshlymakeup134
Source: own elaboration
4.2. e audience of Freshly Cosmetics
e data on the Freshly Cosmetics audience below is taken directly from TikTok and was donated by the brand for this research.
e percentage of females is 80% versus 20% male. Likewise, the most relevant age group in its audience is 18 to 24 with 40%,
followed by the groups: 25 to 34 with 31%; 35 to 44 with 17%; 45 to 54 with 10% and + 55 years with 3%. e percentages of the
35 to 44 group with 17% and the 45 to 54 group with 10% are striking, because these are remarkable amounts of users who have
entered TikTok later than Generation Z and
millennials
, but who have gradually begun to incorporate TikTok into their daily
habits.
Freshly Cosmetics has other accounts where the source languages of countries such as Portugal, France or the United
Kingdom are used in its marketing strategy. In the Spanish account under analysis, the locations that make up the audience
are Spain and Latin American countries with the following percentage: Spain (83%), Mexico (8%), Peru (3%), Argentina (3%)
and Colombia (3%).
4.3. Content analysis
is content analysis has been applied to the total number of audiovisual pieces that Freshly Cosmetics has published on
TikTok during the months of October 2021 and 2022, totaling 121 units. ese videos have been segmented and grouped
following the variables set out in the methodology section. e results obtained have been coded with the SPSS statistical
program to nd the frequencies and percentages of these variables. e following ndings are shown below.
Firstly, it has been noticed that the type of communication that Freshly Cosmetics elaborates with its videos on TikTok obeys
marketing objectives aimed at selling the product being advertised; thus, 73.7% of the videos in 2021 present a commercial
character. Similarly, this initiative has increased by 9% the following year (82.2%). Lower percentages were found in videos
whose communicative intention is purely educational or educational. is category has experienced a decrease in 2022,
from 14.5% in 2021 to 8.9% in 2022. is is the case, for example, of pieces that are framed in themes such as breast cancer
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prevention, mental health care or the relationship with digital devices. Completing this analysis of the type of communication
are corporate videos in which the referent is the brand and its business philosophy. ese communications present values
strongly linked to the attributes of sustainability and environmental respect. eir presence is lower than the rest and they
have also experienced a decrease from one year to the next (from 11.8% in 2021 to 8.9% in 2022).
Likewise, these communications have also been grouped depending on the type of marketing action, i.e., whether they
announce the launch of a new product line, relaunch of existing products, awareness campaigns or exclusively promotional
pieces. In this way, it has been found that the most repeated actions are relaunches, which reach 56.6% in 2021 and rise to 71.1%
in 2022. ese data suggest that the main objective lies in increasing sales of its existing product line, as well as consolidating
the brand’s image by stimulating trac on TikTok. New product launches come in second place with a percentage of 17.1%
in 2021; very similar to 2022 at 17.8%, while awareness communications have experienced a 7% decrease compared to the
previous year. Finally, the low signicance of promotional publications including incentives is conrmed, with the following
gures: 9.2% in 2021 and none in 2022.
It can also be noted that Freshly Cosmetics uses a wide variety of product ranges in its publications (see gure 4), but the
subcategories of facial care, branded generic, body care and makeup are most prominent, following the terminology used in
the InfoAdex study. Although these four subsectors within the overall Beauty category lead the most repeated impacts, both
in 2021 and 2022, the study of the evolution of the brand’s strategy underlines its commitment to facial care with 46.7% of
publications in 2022. is percentage hints at its signicance, as it makes this range of products the brand’s hallmark and thus
the main focus of its communications.
If we examine the type of promotion that Freshly Cosmetics introduces in its communications, we have learned that
campaigns associated with specic dates in the calendar, such as Black Month or Halloween during the month of October,
are not abundant, as these even tend to be reduced from 2021 to 2022. For the most part, these are communications that are
increasingly moving away from promotional hooks, in favor of communications that include recommendations, fun messages
or information about the expansion of your business. ese percentages are very similar in both years: 64.1% in 2021 and 64.4%
in 2022. us, the use of marketing incentive in communications has dropped from 23.7% in 2021 to 4.4% in 2022. Within this
type of strategy, in October 2021, discount was the most common oer with 13.2%, which can be added to others, such as Black
Month (3.9%) or the combination of discount and gift (3.9%). On the other hand, in 2022, only 2.2% of publications where it is
displayed were counted.
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Figure 4. Evolution of the beauty subcategories in the prole of Freshly Cosmetics in TikTok
product launches come in second place with a percentage of 17.1% in 2021; very similar to
2022 at 17.8%, while awareness communications have experienced a 7% decrease compared
to the previous year.
Finally
, the low significance of promotional publications including
incentives is confirmed, with the following figures: 9.2% in 2021 and none in 2022.
It can also be noted that Freshly Cosmetics uses a wide variety of product ranges in its
publications (see figure 4), but the subcategories of facial care, branded generic, body care and
makeup are
most
prominent, following the terminology used in the InfoAdex study. Although
these four subsectors within the overall Beauty category lead the most repeated impacts, both
in 2021 and 2022, the study of the evolution of the brand's strategy underlines its commitment
to facial care with 46.7% of publications in 2022. This percentage hints at its significance, as it
makes this range of products the brand's hallmark and thus the main focus of its
communications.
If we examine the type of promotion that Freshly Cosmetics introduces in its communications,
we have learned that campaigns associated with specific dates in the calendar, such as Black
Month
or Halloween during the month of October, are not abundant, as these even tend to be
reduced from 2021 to 2022. For the most part, these are communications that are increasingly
moving away from promotional hooks, in favor of communications that include
re
commendations, fun messages or information about the expansion of your business. These
percentages are very similar in both years: 64.1% in 2021 and 64.4% in 2022. Thus, the use of
marketing incentive in communications has dropped from 23.7% in 2021 to 4.4% in 2022.
Within this type of strategy, in October 2021, discount was the most common offer with 13.2%,
which can be added to others, such as Black Month (3.9%) or the combination of discount and
gift (3.9%). On the other hand, in 2022, only 2.2% of publications where it is displayed were
counted.
Figure
4. Evolution of the beauty subcategories in the profile of Freshly Cosmetics in TikTok
28,9
21,1
15,8
11,8
7,9
5,3
3,9
5,3
11,1
46,7
8,9
13,3
6,76,7
4,4
2,2
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
45,0
50,0
GenericFacial
CareBody
CareMakeupCauseStoresEyesHair
Care
2021
2022
Source: own elaboration
In both 2021 and 2022, the mention of the brand has been an ever
-
present constant in Freshly
Cosmetics' communications for TikTok. The most common choice is the graphic form
overprinted on the image (@freshlycosmetics) with 77.6% in 2021 and rising in 2022 to 88.9%.
This option can be combined with a verbal mention of the driver and the written brand.
Source: own elaboration
In both 2021 and 2022, the mention of the brand has been an ever-present constant in Freshly Cosmetics’ communications for
TikTok. e most common choice is the graphic form overprinted on the image (@freshlycosmetics) with 77.6% in 2021 and
rising in 2022 to 88.9%. is option can be combined with a verbal mention of the driver and the written brand.
e way in which you display the product in your audiovisual pieces is crucial for the creation of your content. Its evolution
from one year to the next has been perceived due to the experience that the brand has been acquiring on this platform, as it
has invested more resources and time in it and, as a result, it has gone from repeating the product presentation from 72.4% in
2021 to 86.7% in 2022. e way in which the product is shown varies, although the most common trend is the choice of a host
or presenter who documents and/or tests what he or she is presenting. A modality that has been increasing from one year to
the next (from 40.8% in 2021 to 48.9% in 2022). Other prominent options have been: packaging only (24.4%), combination of
driver or presenter and product still life (6.7%) and, nally, in-store product display (6.7%).
If we look at the locations chosen for product display in communications, we can see that indoor spaces stand out: 96.1% in
2021 and 91.1% in 2022. Of these, the most repeated option has been “undetermined interior” with 38.2% in 2021. e diculty
in identifying it is related to the type of lming shots and the eects used in the editing, which are intended to give greater
prominence to the gure of the presenter and his relationship with the product. In the cases where it has been possible to
determine the place chosen for the recording, the most repeated in 2021 have been bathrooms (25%) and bedrooms (14.5%).
However, in 2022, almost half of the publications chose bathrooms to document the product with 46.7% –a remarkable increase.
Other signicant spaces have been: living rooms, stores or company oces.
e choice of the drivers of the piece and supporting characters compute similar records in both periods: 76.3% in 2021 and
75.6% in 2022. e study of the number of people appearing in the videos has revealed that the choice of a single driver has
been the most repeated with similar numbers: 64.5% in 2021 and 66.7% in 2022. Likewise, audiovisual pieces with two actors
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are marginal (3.9% and 4.4% respectively), and videos with more than two characters also lack weight in the total. Nevertheless,
individual compositions prevail, where it has been possible to establish a closer relationship with the product that shows
closeness and intimacy. In addition, on most occasions, the brand opts for hiring a prescriber to lead the communication
(63.2% in 2021 and 68.9% in 2022). e almost non-existent presence of inuencers tagged on Freshly Cosmetics’ TikTok
account (with 2.2% in 2022) is striking, compared to the role the brand gives to its team of employees (10.5% in 2021 and 2.2%
in 2022) and its customers (2.6% in 2021 and 2.2% in 2022), although these also register very low gures.
In terms of gender, women predominate (68.4% in 2021 and 71.1% in 2022). However, it should be remembered that 80% of
its TikTok audience is female. Moreover, in the territory of female beauty and cosmetics, the choice of a female prescriber is
usually the most common. While in the case of Freshly Cosmetics the most repeated age group for its female prescribers is 25
to 34 years old (53.9% in 2021 and 40% in 2022), the brand has also chosen younger groups of female prescribers. is data,
which has been extracted from the analysis, is evidence of a strategy that is increasing from one year to the next (17.1% in
2021 and 26.7% in 2022). With these choices, it can be armed that the brand is targeting a young female audience. Similarly,
another piece of data also leads to this same thought: the gradual increase in the exhibition of imperfections carried out by
the actors in the videos, which they seek to naturalize, because many of these imperfections are common in younger groups.
Specically, 11.8% in 2021 and 28.9% in 2022 show faces and bodies with marks, blemishes, pimples, cellulite, etc., which make
up the beauty discourse of the Freshly Cosmetics universe on TikTok.
e analysis of the narrative discourse of the audiovisual pieces has led to determine the prominence of the introductory text
in the structure of the message, with 78.9% in 2021 and 93.3% in 2022. is choice is manifested in dierent styles: enunciative
(38.2% in 2021 and 28.9% in 2022), rhetorical interrogative (13.2% in 2021 and 24.4% in 2022) and an approach that generates
expectation (7.9% in 2021 and 17.8% in 2022). All three are resources aimed at hooking the audience at the beginning of the
video. Similarly, other options (exclamations or exhortations) are also introduced, but they are in the minority.
Continuing with the structure of the audiovisual piece, the prescriber frequently resorts to argumentation, a technique found
in 55.3% of the videos in 2021 and rising to 66.7% in 2022. e use of argumentation is linked to the typology of the main
discourse, persuasive discourse, which is dened as a discourse in which the sender aims to convince the receiver by using
reasons. us, 34.2% of messages in 2021 and 48.9% in 2022 are persuasive. ese are followed by demonstrative (23.7% in
2021 and 20% in 2022) and informative messages (15.8% and 22.2% respectively), as well as formative or educational and
distractive messages, although in marginal percentages. Moreover, within the discursive strategy, the demonstration of
product application has risen sharply from 27.6% in 2021 to 53.3% in 2022, coinciding with the peak of persuasive pieces of a
commercial nature around facial care products.
Concluding, within the analysis of the narrative discourse, the results have pointed to an evolution of the format where
higher doses of creativity have been perceived, as it has been possible to note that, during 2021, the brand has focused on the
repetition of the simple product display (25%) together with tips or advice (21.1%). Having said that, the following year, the
tutorial format (26.7%) and tips (24.4%) have led the strategy to connect with the public. Interestingly, its pieces contain a wide
variety of narrative formats (see graph 5), which enrich its communication strategy with greater creativity, as well as providing
more dynamism, freshness, and fun.
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Figure 5. Evolution of the narrative formats of the videos in the Freshly Cosmetics prole on TikTok
hooking the audience at the beginning of the video. Similarly, other options (exclamations or
exhortations) are also introduced, but they are in the minority.
Continuing with the structure of the audiovisual piece, the prescriber frequently resorts to
argumentation, a technique found in 55.3% of the videos in 2021 and rising to 66.7% in 2022.
The use of argumentation is linked to the typology of the main discourse, persuasive discourse,
which is defined as a discourse in which the sender aims to convince the receiver by using
reasons. Thus, 34.2% of messages in 2021 and 48.9% in 2022 are persuasive. These are
followed by demonstrative (23.7% in 2021 and 20% in 2022) and informative messages (15.8%
and 22.2% respectively), as well as formative or educational and distractive messages, although
in marginal percentages. Moreover, within the discursive strategy, the demonstration of product
application has risen sharply from 27.6% in 2021 to 53.3% in 2022, coinciding with the peak
of persuasive pieces of a commercial nature around facial care products.
Concluding, within the analysis of the narrative discourse, the results have pointed to an
evolution of the format where higher doses of creativity have been perceived, as it has been
possible to note that, during 2021, the brand has focused on the repetition of the simple product
display (25%) together with tips or advice (21.1%). Having said that, the following year, the
tutorial format (26.7%) and tips (24.4%) have led the strategy to connect with the public.
Interestingly
, its pieces contain a wide variety of narrative formats (see graph 5), which enrich
its communication strategy with greater creativity, as well as providing more dynamism,
freshness,
and fun.
Figure
5. Evolution of the narrative formats of the videos in the Freshly Cosmetics profile on
TikTok
Source: own elaboration
In the analysis of technical and stylistic resources, the study on the camera shot sizes concludes
that the most used in 2021 is the short medium shot (32.9%), together with the medium shot
(17.1%) and the close
-
up (15.8%). However, in 2022 some differences have been found, as the
short medium shot has decreased (22.2%) to the detriment of the rise experienced by the detail
shot, whose presence in 22.2% of publications is in line with the increase in the display of
imperfections in face and body, mentioned above. Similarly, the number of effects in editing
has undergone a downward trend in videos (from 77.6% in 2021 to 55.6% in 2022). In both
2,6
14,5
21,1
7,9
2,6
2,6
25,0
10,5
5,3
3,9
3,9
0,0
0,0
26,7
24,4
15,6
6,7
4,4
8,9
0,0
4,4
4,4
2,2
2,2
0,05,010,015,020,025,030,035,040,045,050,0
Teaser
Tutorial
Tips
Before & After
Musical
Vlog
Exhibition
Humor
Problem - product
Testimonial
Questions and answers
Behind the scenes
2021
2022
Source: own elaboration
In the analysis of technical and stylistic resources, the study on the camera shot sizes concludes that the most used in 2021
is the short medium shot (32.9%), together with the medium shot (17.1%) and the close-up (15.8%). However, in 2022 some
dierences have been found, as the short medium shot has decreased (22.2%) to the detriment of the rise experienced by the
detail shot, whose presence in 22.2% of publications is in line with the increase in the display of imperfections in face and
body, mentioned above. Similarly, the number of eects in editing has undergone a downward trend in videos (from 77.6%
in 2021 to 55.6% in 2022). In both periods, the most repeated eect has been the camera approaching the product (22.4% in
2021 and 15.6% in 2022). In addition, the use of the chroma key stands out, present in 15.8% of publications in 2021 and 11.1%
of publications in the following year. Other notable eects in 2021 focused on the treatment of sound (13.2%), the handheld
camera (10.5%) and the eect of putting a face to objects (9.2%). All of them have been maintained in 2022, but have registered
lower percentages. e low use of lters has been striking (1.3% in 2021 and 2.2% in 2022), a quality that can also be linked
to their strategy of supporting naturalness and reality without artice. Emoticons are incorporated into these entries as a
distinctive element in both 2021 (72.4%) and 2022 (75.6%), as is music, the percentage of which does not fall below 85% in both
periods. Anecdotally, the insertion of dance in publications is recorded in only 6.6% of the units in the year 2021 and 8.9% in
the year 2022. A 34.2% of the videos in 2021 and 35.6% in 2022 have included supporting resources; when this variable applies,
still images have been highlighted as the predominant resource.
is analysis concludes with some data on Freshly Cosmetics’ relationship with its audience. First, it was found that direct
appeal to the audience does not represent the dominant trend, with only 31.6% in 2021 and 27.7% in 2022 opting for this
approach. Specically, in 2021, it has been noted that on those occasions when there is a call to action, it seems that the
audience is encouraged to enjoy a certain promotion (10.5%) or to discover something related to the brand and its products
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(11.8%), with incidence on price, or the generation of intrigue or expectation as axes of these speeches. ese lines of appeal
to the audience used have been reduced in the following year as they have managed changes in the way of relating to the
audience, where the focus has been on strengthening its community on TikTok, as well as the visibility given to the physical
points of sale with actions such as: giving opinions in the comments (6.7%), visiting stores (6.7%) and following the brand’s
account on TikTok (4.4%).
4.4. Interview with Freshly Cosmetics
e semi-structured interview with Salva Marsal, Communications and Corporate Press Manager of Freshly Cosmetics, begins
with a block of general questions about the company and his role in it. A journalist by training, he has been working at Freshly
Cosmetics since 2021 and is in charge of generalist and corporate media relations.
e brand was born in 2016 as a digital native company. In those years, buying natural cosmetics online was still a barrier to
overcome. Since its beginnings, Freshly Cosmetics has always had very strong values that are irreducible for them: love for
people, animals, and the planet.
Marsal stresses that as a company philosophy they are committed to trial and error, facing the possibility of failure without
fear. “Taking risk is in our DNA” he says, always aiming for the top. After a period of upward growth for the brand, 2022 was the
year to consolidate and professionalize teams and resources. As a determining factor, he points out that that 2022 has been
key for the expansion of the business with the opening of more physical stores, which have gone from 2 to 8 stores in Spain.
Although they were born as a digital brand, the opening of physical stores is due to the demands of their public and their
motivation to “be where the Freshly Fan asks for it”. Although the company is very structured, without the concept of gear and
the convergence of synergies nothing would work. Furthermore, by not working with external suppliers, they understand that
they are able to maintain and expose the brand values in a centralized way.
Within their organizational chart, the social team is dedicated to creating content on social networks, based on the marketing
objectives and messages determined by the branding team. Native people from other countries who know the language and
culture work the social networks as part of its internationalization policy. e customer service division is one of the largest
teams and is known as customer love. From here, all doubts are answered through the dierent communication channels and
digital platforms. In their vocation for their customers –“We are here to help the Freshly Fan”, says Marsal– they have developed
a loyalty and rewards platform with the support of a coach to resolve possible concerns about routine, products, etc. Although
the products are unisex, the fan prole is mainly female: women who want to take care of themselves, feel represented by the
values of Freshly Cosmetics and trust the brand for its dierential value proposition that prioritizes health.
Marsal, when asked about an essential social network within the brand’s communication strategy, answered that they are all
essential and that the important thing is to adapt the message to each of them, without giving up any of them because they
are used to generate community: “Without social networks we would not have been able to generate the community we have
today”. e percentage of the total communication budget allocated to digital platforms depends on the time of year and the
campaigns, with Black Friday being a determining factor in their business strategy. e return on investment is relative and
varies depending on the social network and the campaign in question. In this regard, social networks are not the channel that
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converts the most nor the one that invoices the most, unlike the mailing channel. However, the turnover gures for 2021 leave
no room for doubt, as they are split between 95% digital and 5% oine.
After this introduction, the interview addresses the specic role of TikTok at Freshly Cosmetics as the object of the research
study. In the company, there is a person who is the content creator at TikTok. In this social network, they are not so much
looking for ROI, because it is dicult to measure (unlike Instagram), but brand presence. Marsal highlights the reach and
coverage of the platform, with the aim of reaching dierent potential audiences, unknown people: “It is important for us to
reach those audiences who do not know you”, says Marsal. e evolution of the brand in TikTok points to a reduction in the
number of impacts and interactions in favor of less quantity of content, but of higher quality. e social network follows its
trial-and-error philosophy, especially considering the novelty of the platform. ey emphasize the importance of getting the
user’s attention in the rst few seconds, as well as the creation of content that is consumed very quickly. In addition to the
choice of promotional content –as is the case with sweepstakes, which mainly generate trac– they consider it essential to
choose and adapt the content that works best in order to draw a stable roadmap.
Related to the brand’s strategy in social networks, the role of inuencers stands out, with whom they have been working since
their origins, especially in branding campaigns to seek notoriety and in specic campaigns in pursuit of conversion. It is crucial
that this work is aligned with the brand’s values. Most of them are women who become the loudspeaker of Freshly Cosmetics
with their work, leaving for corporate channels another type of prescription since the brand is for all people, and that is why
in their channels and social networks they look for dierent proles. Marsal recognizes the work of these 2.0 prescribers,
who are an unbeatable return strategy. Along with macroinuencers, they are committed to more micro proles that tend
to have more dierential content. Trust is a determining factor in their relationship with these opinion leaders and some of
them act as brand ambassadors, through which they seek to position Freshly Cosmetics as the top of heart of their audience.
In addition to this type of collaborations, one of the discursive axes of the brand is to show imperfections, in order to achieve
identication with its consumers. ey tend to talk about problem-solution while using the before and after format. All of the
above generates a narrative that is very coherent with the brand’s philosophy of transparency: “For us it is very natural to leave
aside the image of perfection, we are a young brand and a young team that has internalized these concepts”. e idea results in
positive comments from their consumers, of whom they are proud to reach their hearts and change people’s lives to the best
of their ability.
In conclusion, the last block of the interview raises questions about the future of Freshly Cosmetics. Marsal enunciates that
they are currently a brand that is not conceived as either digital or physical: they want to maximize every opportunity they
have. us, the percentage of oine will continue to increase, as the physical store oers the possibility to connect sensorially
with the brand and the products. With customer orientation as a hallmark, they try to reach the public in every possible way:
“Our goal is to reach as many Freshly Fans as possible, to be where they ask for it”. To keep growing, Marsal points out that
everything they do stems from listening to their customers: “Our obligation is to continue oering the best to our public, to see
how far we can go to make the brand’s fans happy”.
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5. Conclusions
is study has analyzed the strategy of Freshly Cosmetics on the social network TikTok since its inception with the aim of
responding to the research hypotheses formulated. In this way, it has been possible to conrm that the presence of Freshly
Cosmetics on TikTok has decreased from 2022 to 2021 by 188.1% in the number of monthly posts. Consequently, user
interactions have also been aected following the same downward trend. ese data lead us to think about a change in
the strategy of the Catalan company in this social network, which can be explained mainly by two arguments. Firstly, the
experience acquired on this platform has led them to optimize the tools that TikTok provides them to reach their target and,
in this way, convey the values of their brand. In addition, it can be noticed that they have reached a relative ceiling of new user
aliation, as it is thought that it does not grow at the same rate as the trac they are able to generate with the existing ones,
as seen in the 2021 results. us, in 2022 they have focused mainly on the care of the publications they launch and on the
attention and response to comments or questions raised by users on TikTok. is metric, that of comments, has been the one
that has decreased the least of all.
e content analysis has provided more information on the improvements in the publications that have been observed from
one year to the next. One of the most signicant data that gives validity to this hypothesis has been the inclusion of the brand’s
values in its commercial videos as part of its communication strategy; this, transcending the relevance of the product itself,
incorporates allusions to sustainability and environmental respect as corporate principles, together with educational content
on current health-related topics. us, we are witnessing a stage of maturity for the brand on this digital platform, as endorsed
by the interview with its communications manager, who highlights 2022 as a year of consolidation with a trend towards higher
quality content and a step beyond the promotional aspect. e evolution of Freshly Cosmetics in TikTok is oriented to give
notoriety and consolidate the brand image of products already in its catalog, linking the potential of the social network to the
work of brand presence, an idea that Marsal also emphasizes. e simple display of the product gives way to an anonymous
prescriber who shows her relationship with the article in her space of use through the argumentation and demonstration of
the application. is reects the brand’s strategy of resorting to proles with which its target can identify through a beauty
discourse where the naturalness and everyday life that Freshly Fans demand prevail. Creatively, a narrative scenario is built for
this purpose without lters, using close-up shots and showing imperfections, which contribute to bring the brand closer to its
audience thanks to an instruction that focuses on natural beauty. e brand already knows that it is crucial to capture attention
in the rst seconds, as Marsal points out, and this feature is achieved thanks to the presence of introductory texts, short videos
and high doses of creativity that are embodied in dierent narrative formats beyond the typical tutorial of beauty publications.
e preeminence of tips and advice is in line with the spirit of the brand as stated by its communication manager, in line with
its idea of helping its consumers and promoting didactic content, which obeys its dierential value of vocation and orientation
towards its customers.
Likewise, the elimination of the promotional hook in communications has been the main cause of the reduction of interaction
trac in TikTok, since in 2022 its use has been marginal, in its clear intention to relate this social network with its corporate
principles of recommendations without forgetting the entertainment and fun nature of the platform. However, it should also
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be added that the operation of these strategies is guaranteed -as shown by the 2021 records-, if the aim is to generate volume
of interactions on this platform.
Concluding, it is estimated that Freshly Cosmetics’ strategy in TikTok in the short and medium term is going to be similar
because, rst of all and as has been described, they seem to have found a positioning more in line with the brand values, where
quality is also measured in the details that make up each communication. A strategy that invites the achievement of greater
closeness with the audience and therefore greater engagement. In addition, Freshly Cosmetics has validated its strategic
approach to this social network from the perspective of oering content that prioritizes quality over quantity, attending to the
desires and demands of its fans.
6. Acknowledgements
To Salva Marsal, for his time, attention, and generosity.
is article has been translated into English by Christopher Neill, whom we thank for his work.
7. Specic contributions of each author
Name and surname
Conception and design of the workPilar Vicente-Fernández, Antonio Díaz-Lucena
Methodology
Antonio Díaz-Lucena
Collection and analysis of dataPilar Vicente-Fernández, Antonio Díaz-Lucena
Discussion and conclusionsPilar Vicente-Fernández, Antonio Díaz-Lucena
Drafting, formatting, revision, and approval of versionsPilar Vicente-Fernández
8. Conict of interest
e authors declare that they have no conicts of interest.
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