Positioned Dior Beauty as a creator-led luxury brand on TikTok.
Translating heritage and couture values into platform-native, community-driven beauty culture.
Challenge
Luxury beauty communication is traditionally polished and one-directional, in strong contrast to TikTok’s raw, creator-led culture. Dior Beauty needed to enter the platform without diluting its iconic brand codes while becoming culturally relevant and participatory - reflected in a pre-launch STAN SCORE™ of 58%.
Strategic approach
STAN developed a Momentum Strategy that shifted Dior Beauty from campaign thinking to always-on, community-powered storytelling. Through creator collectives, live formats, and remixable brand assets, heritage was transformed into a system fans could actively engage with and adapt.
Outcome
Dior Beauty evolved into a platform-native, community-driven luxury brand with above-benchmark engagement on TikTok.
STAN SCORE™
Cultural relevance uplift
Higher ER above luxury beauty benchmarks
Community interaction rate
