How Garnier’s revolutionary, 24-hour TikTok livestream boosted sales & skin glow

In mid-2023, the skincare giant was determined to preserve their newly secured #2 spot in the Face Care category through a disruptive launch for their Garnier Overnight Vitamin C Serum. The goal? Double down on their equity of bright, glowing skin, boost consumer relevance, and accelerate monthly growth.

The solution was a never-before-seen, 24-hour TikTok livestream event—no cuts, no movie magic, just pure live entertainment for an entire day. This stream featured interactive stunts, big-time celebrity appearances, and endless Garnier goodies for lucky viewers at home.

The event, created in partnership with the creative agency Wavemaker, was a resounding success, living up to the serum’s promise: unimaginably glowing results can be achieved overnight.

The challenge

In June 2023, Garnier had just successfully claimed the #2 spot in the Philippine skincare market. But with the launch of the new Overnight Serum on the horizon, they needed more than just a simple product drop. Garnier had to amplify the excitement and prove to millennials that their Overnight Serum was the ultimate solution for bright, fresh skin.

The challenge was to establish Garnier as the top choice for millennials wanting a glowing complexion, as if they had just had eight hours of sleep—while being gentle enough for all skin types.

How do you get millennials to believe that Garnier’s powerful vitamin C formula is the ultimate cheat code to overnight radiance? Garnier knew their target audience: busy millennials and Gen Z consumers who view the night as their time to recharge and recover. With this in mind, the campaign adopted the mantra, Power Through the Night to Power Through the Day!

The overnight solution

To overcome these challenges and stand out in the crowded skincare market, Garnier devised a bold approach.

Knowing that TikTok live streaming was gaining traction in the beauty category locally, Garnier partnered with social commerce agency Onefluence to create a fun and disruptive gimmick. They launched their first-ever 24-Hour Overnight Live Stream Marathon, showcasing how their new serum worked through the night to deliver powerful skin repair and recovery.

From 12 a.m. to 8 a.m., viewers watched a host play "Sleeping Beauty" as she applied Garnier’s new Overnight Serum before drifting off to sleep. But here’s the twist: viewers could interrupt her beauty sleep whenever specific engagement goals were met. For example, when five checkouts occurred, she’d be woken up by a balloon popping; at 1,000 likes, she’d get spritzed with water.

The fun didn’t stop there. From 8 a.m. to midnight, the livestream transformed into a talk-show-style event, featuring big-name celebrities and live sellers who showcased their getting-ready and un-getting-ready routines, captivating audiences throughout the day.

The marathon also saw 23 sellers running their own live streams to promote the product, ensuring constant buzz and engagement. Garnier skyrocketed to the top of TikTok’s live stream page, becoming the talk of the town and driving high levels of checkouts.

Glowing results

The 24-hour livestream was a colossal hit, far exceeding expectations. During the Sleeping Beauty segment alone, Garnier saw a 1.4x increase in sales compared to regular payday sales, with 225,000 people engaging with the event.

The entire livestream racked up over 2.4 million views, contributing to 11% of Garnier’s monthly revenue in just one day. The campaign exceeded its sales goals by a remarkable 106%.

With the right mix of teaser content, celebrity endorsements, and continuous engagement, Garnier’s 24-hour livestream proved that glowing results can happen overnight.

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