SkinCeuticals, a skincare brand known for its vitamin C serums, launched a new anti-wrinkle product called P-TIOX, leveraging a viral TikTok trend for its marketing campaign. 

The company collaborates with TikTok creator Megan Boni, whose snarky 15-word song “I’m Looking for a Man in Finance” gained widespread popularity this summer.

SkinCeuticals U.S. General Manager Angela Hildebrand said in an interview with Marketing Daily that the campaign positions the $148 P-TIOX serum as an investment in oneself. 

The marketing strategy connects the product’s benefits to financial self-reliance, featuring a diverse group of “Skinvestor Advisors” from the investment community.

The campaign aims to combine entertainment with medical and financial expertise, adapting to Gen Z humor while promoting informed decision-making in both skincare and finances.

Hildebrand noted that the company targets a mindset rather than a specific age group, acknowledging a shift towards earlier adoption of anti-aging skincare routines driven by social media awareness.

She reports that SkinCeuticals anticipates 12% growth for the overall skincare industry this year. 

The company expects P-TIOX to become a top-selling product, building on the success of its C E Ferulic serum, which remains a category leader 20 years after its introduction.

Skincare brands increasingly turn to social media figures to promote their products and reach younger demographics.

In March, Estée Lauder’s skincare brand Clinique partnered with seven dermatologists for an initiative called the “Derm Creator Council.” This group creates educational content showcasing the brand’s products while advising the consumer engagement team on social media strategy.

TikTok’s most followed dermatologist, Dr. Muneeb Sha, with over 18 million followers, launched his new skincare line, Remedy, in March. Remedy targets Gen Z and millennial consumers by addressing their top skin concerns at affordable prices.