Buy No Lie Anti-Counterfeit Cosmetics – Personal Care Products Council
Social Posts
Influencer Kit - Wallet, Cosmetic Bag, Makeup Brush, and TikTok "buy now" Button-shaped Pillow
Out-of-Home
Challenge
An estimated $5.4 billion is lost each year in the cosmetics industry due to fraudulent sellers. Many consumers are drawn to counterfeit products because of their lower prices, with 73% purchasing these items through online marketplaces and social media platforms. Despite the prevalence of fakes, 70% of consumers believe the products they buy are authentic, highlighting the widespread difficulty in identifying counterfeit cosmetics. In the current economic climate, the allure of lower prices, especially during the crucial gifting season, made consumers uniquely vulnerable.
Solution
To combat this, PCPC launched the "Buy No Lie" campaign, a targeted multi-channel initiative ahead of the 2025 holiday season. This campaign armed U.S. consumers with critical safety information, promoted smarter shopping, and reinforced the industry’s commitment to product safety.
Results
PCPC’s owned-channel content:
14.2K impressions across social channels
2.14% cross-channel engagement rate
Influencer Pilot:
185,000 views
12.2% peak engagement rates
14.2K impressions across social channels
2.14% cross-channel engagement rate
Influencer Pilot:
185,000 views
12.2% peak engagement rates
Paid Partnerships:
POPSUGAR and The CUT: 2.06M impressions and 1.8K clicks
Reddit Ask Me Anything: 597.1K impressions and 2.5K clicks
YouTube: 761K impressions and 14.5K clicks
Breaking Beauty and Gloss Angeles placements (11M+ lifetime downloads)
Earned Media:
Mindbodygreen
Local Live News
Cosemetics Design USA
Manufacturing Dive
Personal Care Insights
New Beauty
Citeline
Unbiased Science
Happi
POPSUGAR newsletters
POPSUGAR and The CUT: 2.06M impressions and 1.8K clicks
Reddit Ask Me Anything: 597.1K impressions and 2.5K clicks
YouTube: 761K impressions and 14.5K clicks
Breaking Beauty and Gloss Angeles placements (11M+ lifetime downloads)
Earned Media:
Mindbodygreen
Local Live News
Cosemetics Design USA
Manufacturing Dive
Personal Care Insights
New Beauty
Citeline
Unbiased Science
Happi
POPSUGAR newsletters