TikTok is looking to make social gifting happen in the US, after proving big practice in China. NYX Professional Makeup and L’Oréal’s Essie brands are participating in TikTok’s “Small Gestures” gifting feature that debuted on April 27, which allows users to virtually send promotional “gifts” from brands to their contacts through TikTok.
NYX Cosmetics allowed regular users to send a $5 gift card to their contacts via TikTok, and Essie is giving away 8,000 units of its Speed Setter top coat, a best-seller, starting on May 7.
Via Small Gestures, users can send the brand-sponsored gifts by entering a page in the rewards section of TikTok, with a limit of three gifts able to be sent by one account. The new feature is part of a quarantine-driven renaissance in social gifting.
