In the world of social media, a simple dance can unlock exponential brand reach. That’s what happened when e.l.f. Cosmetics launched a TikTok dance-challenge tied to its Poreless Putty Primer and turned it into a viral moment that pushed the product into flagship status. By harnessing the music, movement and shareability of TikTok, they transformed an affordable drug-store product into a must-have. This article examines how the campaign worked, why consumers joined in, what lessons entrepreneurs can draw and what risks lurk behind viral fame.
The Campaign: From Dance to Demand
The story begins with e.l.f.’s #eyeslipsface campaign which had already racked up billions of views on TikTok. Building on that momentum, in 2020 the brand launched a dance challenge tied to its Poreless Putty Primer (#elfVanishingAct) featuring an original song (“Vanishing Act”).
- The hashtag became a playground: TikTok users posted videos applying the primer and doing the dance.
- The track and challenge invited user participation not just watching, but mimicking and remixing.
- According to the brand’s agency, users created nearly 5 million UGC (user-generated) videos and the challenge reached 7 billion views.
- Because the product was affordable (about US$8) and accessible, the barrier to purchase was low.
- Media picked up the story: the Allure article reported the campaign hashtag had over 673 million views at one point.
As those videos mounted, social proof built (“everyone’s using it”), and retailers began seeing surges in stock-outs.
Why the Dance Strategy Created Real Product Demand
1. Emotional + Participatory Engagement
Dance challenges invite participation rather than passive viewership. Users don’t just watch, they perform. That creates deeper memory and association.
2. Built-in Shareability and Algorithmic Boost
TikTok’s algorithm rewards loopable, catchy content. A 15-30 second dance plus catchy track encourages repeats, shares and remixes. e.l.f’s campaign optimized for that.
3. Low Entry Cost, High Social Reward
Buying the product was low cost, and posting a dance gave users content and recognition (likes/views). That created a virtuous loop: purchase → post → view → peer influence → more purchase.
4. UGC and Trend Momentum
Because users generated content, the campaign felt authentic rather than corporate. Thousands of micro-creators participate; this helps build trust and reach.
5. Readiness & Supply Chain Reaction
Though many brand campaigns stop at reach, e.l.f. commercialised it by making the product visible in-store and online, in conjunction with the trend. In other words: the brand was ready to monetise the moment.
According to one industry blog, when brands hit viral moments without preparation, results may not translate into business impact.
Case Study: U.S. Retail Impact & Sell-Out Effects
While exact sales figures for the Poreless Putty Primer are not publicly broken out, the widespread coverage of the campaign and hashtag metrics suggest major uplift:
- As noted, the challenge generated hundreds of millions of views.
- In retail categories, other brands with similar TikTok-boosts saw 60-% week-over-week growth (e.g., CeraVe in the UK).
- The behavioral effect: when users see items tagged in dozens of videos, they often act quickly creating “fear of missing out”, which hastens purchase.
- While this case is more of a marketing win than a documented quantitative sell-out of that specific SKU, it fits the pattern of TikTok-fueled stock shortages and supply chain stress (see section below on other products).
In other words: the combination of dance + hashtag + product + accessibility created the conditions for a spike in demand.
Lessons for Entrepreneurs & Brands
1. Give users something to do, not just watch.
A “dance” is an action. Users feel part of the story. A brand that says “use the product and show us” wins more than “look at our product”.
2. Invest in proprietary, memorable audio.
e.l.f. didn’t just pick a licensed track – they created a new one (“Vanishing Act”), which becomes share-able and transforms into a meme.
3. Make the product ready.
Virality without supply is wasted. Ensure inventory, logistics, and retail readiness align with potential demand ramp.
4. Affordable price point helps.
When cost is under ~US$20 and product accessible, the friction to “join the trend” is low.
5. Social proof amplifies.
Highlighting user videos, reposting UGC, leveraging influencers helps. The crowd sees “everyone’s doing this → I should too.”
6. Monitor and ride momentum – but have a post-trend plan.
Trends fade fast. Brands that manage to sustain loyalty post-click-through will capture long-term value.
The Risk & Reality Check
It’s not all glam. Some caveats:
- Viral doesn’t always equal profitable. Some brands go viral but fail to convert to repeat buyers. (See commentary on TikTok’s “hit factory” myth.)
- Supply chain strain: sudden spikes can trigger stockouts, unhappy customers, price gouging and brand damage. For example, The Pink Stuff, a cleaning paste, went viral on TikTok and frequently sold out or was gouged.
- Trend fatigue: what’s hot today may be forgotten tomorrow. Brands need to convert first-time buyers into loyal customers.
- Attribution difficulty: It can be hard to “prove” exactly which purchase was caused by a dance vs other factors.
- Audience mismatch: If the brand’s core audience doesn’t use the platform or participate, the campaign may flop.
Bringing it to Life Globally
For entrepreneurs in Doha, Doha-adjacent markets or other international contexts, here’s how to apply the insights:
- Localized challenge: Create a version of the dance or hashtag relevant to your market—Arabic language, local music, recognisable action.
- Retail readiness: Ensure distribution in local stores / e-commerce with adequate stock. A trend without fulfilment leads to missed opportunity.
- Involve creators: Identify regional TikTok influencers (e.g., Middle East) and invite them to join early.
- Make it affordable: If your product is premium-priced, you might limit participation. Consider limited edition or smaller-size version tied to the campaign.
- Capture data: Use hashtag tracking and UTM codes on links to measure what’s driving purchases.
- Post-campaign follow-through: After the dance trend peaks, maintain momentum with “how to use” tips, loyalty programs or follow-on SKUs.
A Dance Is More Than a Dance, it’s Demand
What e.l.f. achieved isn’t simply a viral clip, it’s a funnel: view → participate → share → purchase. The dance acted as a launching pad for product demand. For brands, the key takeaway is that in today’s social landscape, movement can equal marketing. The choreography becomes commerce.
As we look ahead, the challenge becomes: how to turn viral interest into lasting brand equity, not just one-day sales. Smart inventory, authentic community building and agility will determine which brands ride the wave, and which are left watching the views fade.
