The Campaign in Numbers

Figures represent reported results for the wider campaign, which Animus Agency supported.

From Video Content to Creator Led Momentum

Video production and UGC played an important role in supporting the wider L’Oréal Elvive Glycolic Gloss campaign, bringing the product into authentic, social-first conversations with creators and consumers. The content supported a broader beauty marketing strategy focused on product discovery, creator participation, and audience engagement, helping extend the campaign’s presence across digital platforms and build stronger momentum within the haircare category.

Our Role: Supporting the Campaign’s Content and Lead Generation

Animus Agency helped L’Oréal develop materials for the campaign, alongside lead-generation support and LinkedIn content.

Our contribution sat within a broader campaign involving multiple participants and workstreams. The focus was on supporting the communication needed to bring the initiative to its audience and encourage participation.

Campaign Material Creation

We supported the creation of materials for the influencer and UGC campaign, helping communicate the initiative within the established Glycolic Gloss brand direction.

For a campaign centered on participation, these materials play an important role: they connect the product story with the invitation to take part.

Lead-Generation Support

Lead generation formed a key part of our contribution, helping transform campaign visibility and audience interest into meaningful opportunities for deeper engagement. By connecting social content, consumer participation, and lead-generation activity, the campaign created a more purposeful journey from initial product discovery to active interaction supporting stronger audience connections and extending the impact of Glycolic Gloss beyond the first impression.

LinkedIn Content

Our scope also included LinkedIn content, extending campaign communication to an additional platform and audience context.

Together, these contributions supported an initiative that combined branded communication, influencer visibility, and consumer participation at scale.

Voices of Participation

Bringing local audiences into the conversation through culturally relevant content designed to spark authentic reactions and participation.

Creating content that moved beyond visibility, giving audiences a reason to react, respond, and become part of the campaign conversation.

A Conversation That Travels

Extending the campaign through a shared social language that connected content, conversation, and participation across digital touchpoints.

From TikTok Views to Real Voices

TikTok gave the L’Oréal Glycolic Gloss campaign an opportunity to move beyond traditional product communication and become part of the way audiences naturally discover, discuss, and experience beauty content online. Through user-generated content (UGC) and creator-led storytelling, the campaign could connect the Glycolic Gloss product story with authentic social interactions, encouraging audiences to engage with the conversation rather than simply observe it.

The approach placed TikTok creators and consumer participation at the center of the experience. Content was designed to feel native to the platform, allowing product discovery, personal experiences, reactions, and beauty-focused conversations to exist within the same social ecosystem. This helped create a more relatable connection between the L’Oréal Elvive Glycolic Gloss brand and its digital audience while maintaining a recognizable and consistent campaign direction.

UGC also created a natural bridge between influencer visibility and wider audience engagement. As people encountered Glycolic Gloss through creator content, the campaign provided opportunities for that initial awareness to develop into interaction, conversation, and participation. Rather than relying on a single branded message, the product could appear through different voices and perspectives while remaining connected to the wider campaign story.

By combining TikTok UGC, creator content, social media engagement, beauty storytelling, and audience participation, the initiative helped build a campaign experience designed for the behaviors of social-first audiences. Each interaction became another touchpoint in the journey, extending Glycolic Gloss from product discovery into an ongoing digital conversation shaped by both the brand and the people engaging with it.

Shaping Stories Around Real Experiences

Animus Agency’s role focused on shaping the content and video storytelling around the Glycolic Gloss experience, turning real consumer reactions into engaging campaign moments. From content development to video production, each piece was crafted to showcase authentic product experiences while staying aligned with the campaign’s creative direction. The result connected UGC, consumer storytelling, and branded content to support stronger engagement and help the campaign reach its audience in a more relevant and relatable way.

The FOMO Effect: A Product Experience People Wanted to Join

The campaign’s participation dynamic reflected a powerful marketing principle: seeing other people take part can make an experience more desirable.

Influencer content creates discovery. Consumer videos add more voices to the conversation. As the experience becomes increasingly visible, audiences encounter repeated invitations—both explicit and social—to try the product themselves.

That is the FOMO effect at the heart of this campaign: the sense that something is happening and people want to be part of it.

The combination of 50,000 product trials and 16,000 UGC video creators illustrates the scale of participation. Beyond seeing campaign content, thousands of consumers contributed content of their own.

These figures demonstrate substantial activity, although they do not isolate how much participation was driven by FOMO versus other campaign factors.

A Large-Scale UGC Response

User-generated content expanded the campaign’s presence through individual product experiences.

With 16,000 creators making a video, the campaign generated a substantial volume of consumer-led storytelling around Glycolic Gloss. That breadth gave the product a presence across many individual voices rather than relying on a small group of campaign executions.

The wider campaign recorded 150 million impressions, demonstrating the scale of exposure achieved across its activity.

Impressions and participation tell different parts of the story. Impressions describe exposure, while product trials and creator activity show how many people became involved in the experience. Together, they provide a fuller picture of the campaign’s reach and response.

Reported Brand and Market Performance

Campaign reporting placed the brand at #1 across SOI, SOV, SOE, and SOM.

The supplied results also reported a growth pace of:

• 1.6× the total haircare market

• 2.2× the shampoo market

These indicators add commercial context to the campaign’s visibility and participation figures. They describe the wider brand performance reported alongside the campaign; they should not be treated as results attributable solely to Animus Agency’s contribution.

The project brought content creation and lead-generation support into a broader marketing initiative with substantial reported audience participation and brand momentum.

A Campaign We’re Proud to Have Supported

The L’Oréal Elvive Glycolic Gloss campaign shows how influencer visibility, consumer participation, and campaign communication can work together around a shared product story.

For Animus Agency, it was an opportunity to support L’Oréal through campaign materials, lead-generation activity, and LinkedIn content within an initiative that reached a significant scale.

We are proud to have contributed to a campaign that encouraged tens of thousands of women to try the product and inspired thousands of creators to share their experiences.