User:Sarahhvicari/Tarte Cosmetics

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Tarte and the Media

Tarte attracts loyal consumers through their interactive media presence and influencer marketing. This recently popular form of social media marketing involves brands compensating influencers with free products, paid promotions, and public brand ambassadorships. Tarte’s influencer marketing strategies include showering beauty personalities with gifted products and merchandise in exchange for product promotion. Companies like Tarte are hopping on the influencer marketing bandwagon to keep up with today’s fast paced online market. Through media strategies such as this one, Tarte continues to gain brand recognition and remain one of the most well known makeup brands.

In 2016, Tarte reached makeup lovers across multiple platforms with their viral Shape Tape concealer. During an era of YouTube popularity, Shape Tape became a high demand product. During this YouTube era, Tarte's product was directed to an audience of makeup lovers and beauty gurus. Beauty gurus were very popular during this time period and dominated the platform. In today’s media circulation, the Shape Tape concealer would be sure to reach an even larger audience at a higher rate.

Featured on Vogue’s YouTube channel, music artists Bebe Rexha and Alessia Cara rave about Tarte's Shape Tape Concealer in their everyday makeup routines. Bebe shares how she used the product daily to brighten up her eyes. Tarte's Shape Tape concealer contains a vegan formula which provides a skin brightening and smoothing base. In a video using Tarte’s Shape Tape, Alessia Cara talks explains,"makeup should be used as an art form, and that it should be something that accentuates parts of yourself that you like, I don't think you should cover up things or that you should need it and that is the difference".

TikTok has opened up a whole new world of influencing by allowing the reach of multiple communities and audience demographics. In 2022, Tarte’s Maracuja Juicy Lip & Cheek Shift became viral on the app. The product gained popularity through its one-of-a-kind formula. Depending on the skin’s pH level, the product adjusts to be the perfect shade. Acclaimed beauty influencers of TikTok like Nicol Concilio and Kit Keenan rave about their perfect shade of pink among the seven color options: Blueberry, Lemon, Kiwi, Acai, Grape, Clementine, and Blackberry. Since the product works strictly according to your pH balance, each color works for everyone.