How we Built Christophe Robin Paris' US TikTok Presence Ahead of Retail Expansion
COMPANY
Christophe Robin
ROLE
Content Production
Christophe Robin, a luxury French haircare brand under THG, came to Z MEDIA® with a clear mission: build a high-performing TikTok presence ahead of their US TikTok Shop and retail rollout.
The challenge? Create content that educated, engaged, and elevated the brand, without diluting its premium feel.
We developed a content system that blended performance storytelling with luxury positioning, designed to engage now, and convert later.
Creator Selection
Partnered with beauty creators who embodied luxury but spoke TikTok fluently.
Prioritized hair specialists, stylists, and beauty educators for credibility.
Curated a diverse mix to reach both aspirational and results-driven audiences.
Content Strategy
Combined bottom-funnel product tutorials with top-funnel brand storytelling and Parisian lifestyle content.
Showcased hair transformations, ingredient spotlights, and how-to routines.
Leaned into TikTok-native trends (like hair hacks + ‘get ready with me’) while staying on-brand and polished.
Visual + Narrative Execution
Shot in high-quality, natural-light settings to match the luxury aesthetic.
Used bilingual creators and on-screen text for global accessibility.
Balanced educational depth with snackable pacing to keep engagement high.
Optimization
Posted consistently with trend timing and strategic hooks.
Monitored comment sections and engagement to shape future creative.
Created feedback loops between community insights and content rollout.
Here’s what happened when storytelling met strategy, a brand built for luxury, performing like a native.
Audience Growth
We grew Christophe Robin’s TikTok account by +20,000 followers in just 90 days.
Retail Readiness
Built an engaged, educated US audience primed for both TikTok Shop and retail activation.
Content Impact
Established Christophe Robin as a trusted, aspirational name in the competitive haircare category, with a TikTok-native visual language that matched its premium reputation, in a format tailored to the US market.