Anyone who has had even a quick scroll on TikTok over the last few months has likely encountered the “looking for a man in finance” song, one of this summer’s top-trending sounds on the app.
The original earworm was created by comedian and TikTok creator Megan Boni, who sang about searching for an eligible partner who has a trust fund, a secure finance job, and ideally, is 6′5 with blue eyes. Now, L’Oréal-owned Skinceuticals is tapping into the viral craze by partnering with Boni for a remix of the song, launching Aug. 1.
In the new version, Boni instead sings that she has had a change of heart, and now wants to be in charge of her own financial destiny and prosperity. The team-up will promote Skinceuticals’ new $148 P-Tiox Wrinkle-Modulating Peptide Serum, asserting that investing in skincare products and treatments in one’s youth pay dividends in the future, both by preserving skin health and minimising the need for corrective products. The brand says the serum works both as a compliment to wrinkle-smoothing injections such as Botox, and as a standalone.
Angela Hildebrand, general manager of Skinceuticals US said the campaign is designed to reach those who are “injectable-obsessed”, as well as those who are undecided or uninterested.
“There has been an exponential increase in consumer interest for holistic self-care in beauty, health and wellness, and even financial wellbeing,” said Hildebrand in an email to The Business of Beauty, adding that the brand noted investment as a trending topic in beauty, and sought to align the new launch with it.
To build out the campaign, created by public relations giant Ogilvy, Skinceuticals has also partnered with the likes of personal finance content creators Vivian Tu, Simran Kaur and Rachel Wiseman, as well as dermatologists Dr. Daniel Sugai and Dr. Mamina Turegano, which it calls the “skinvestors”.
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