CNN, CNN BUSINESS
By Alexis Benveniste, CNN Business
Clinique’s Black Honey lipstick was launched when Richard Nixon was president, but all those decades later it’s gone. viral on TikTok. Now beauty stores and retailers can’t keep it on the shelves.
After its introduction in 1971, lipstick, which is known for its versatility and ability to complement a wide range of skin tones, was dubbed a “black turtleneck for lips,” said Carolyn Dawkins, vice-president. senior president and general manager of marketing. at the Clinic, owned by Estée Lauder.
The product debuted in a glass jar, mimicking a honey jar in honor of its namesake, but the company moved it to its “Almost Lipstick” line in 1989 and sold it in a tube. the place. This change has made it a beauty staple and cult classic for decades. But Black Honey is chic status was catapulted this summer when teens and millennials started talking about lipstick on TikTok.
“It got big in a few weeks and it quickly went on sale,” Dawkins told CNN Business.
Clinique initially responded to the surge of interest by setting up a wait list for the product on its website, rather than marking it as “sold out.” A check of the company’s website on Tuesday showed this message: “The clinic’s # 1 lip phenomenon is a TikTok sensation. Buy Black Honey now to reserve yours. We will ship it out when it arrives.
Beauty explodes on TikTok
Black Honey’s virality is just the latest example of a brand success which is linked to interest on TikTok. The beauty trends that come from the video sharing app “have a direct effect on increasing the sales volume of specific products or brands related to this trend,” said Larissa Jensesn, vice president and analyst of the beauty industry within the market research firm NPD Group.
All it takes is a viral video that attracts engagement from other TikTok users and inspires subsequent videos about the product. Similar to the Black Honey surge last year TikTok helped transform CeraVe, a once sleepy skincare brand founded in 2005, into a cult favorite.
TikTok users have been posting lipstick articles for over a month. The #blackhoney and #cliniqueblackhoney hashtags have so far garnered a combined total of over 36 million views on TikTok.
As the Clinique product began to sell, TikTok users began posting “dupes” or duplicates of Black Honey made by other beauty brands – often at a lower price – that have a tint or color. almost identical formula and produce an equally desirable effect.
Clinique’s price for its Black Honey lipstick is $ 20 for 0.06 ounces. Some of the “fools” include a Black Cherry lipstick from makeup brand elf for $ 5 and a lip balm from Burt’s Bees which sells for $ 4.79 at Target.
Reach a new demographics
On September 8, TikTok makeup influencer Mikayla Nogueira posted an article on Black Honey, garnering over 10 million views with just one video. One user commented: “I am 48 years old and have been using it since I was 20 years old. Another viewer posted: “Only the lipstick my grandma would let me put on while I watched her get ready!” In her own video, Nogueira praised the product’s legacy, saying, “It’s been around for decades.
“I was completely shocked when it went viral,” Nogueira said. “The demographic that buys this is generally an older mature woman, so seeing younger women using it on TikTok is so interesting to me.”
The call of the 90s
Clinique Black Honey “benefits from their ’90s experience,” Michael Nolte, creative director of BEAUTYSTREAMS, an industry information platform, told CNN Business. “The ’90s are currently very trending among Gen Z as an inspiring period of fashion and makeup, which is part of the reason the product is so popular with younger consumers. “
“TikTok lends itself to the virality of beauty products because the short clip format offers better opportunities to understand and appreciate the texture and effect of a beauty product as opposed to still photos,” Nolte said.
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