TikTok accelerates growth for beauty brands: insights from KIKO Milano's Marketing Mix Model by GroupM Italy

A study by GroupM Italy reveals how Kiko Milano leveraged TikTok for measurable sales growth.
TikTok accounted for 6% of media spend but drove 11.5% of e-commerce and 5.7% of in-store media-driven sales.
It delivered 32% higher ROI for retail and 60% higher ROI for e-commerce compared to other platforms, plus 45% more organic traffic.
The Marketing Mix Model solved attribution challenges, showing TikTok's efficiency in promo campaigns (48% higher) and product launches (34% higher).
Brands are advised to invest more during peak seasons and maintain long-term presence.