Since its launch, TikTok's out-of-home solution, Out of Phone (OOP), has been transforming how brands and partners connect with consumers beyond the mobile screen. This innovative marketing tool has empowered businesses to amplify their digital content in real-world environments, fostering deeper engagement and creating lasting impressions.

From train stations to billboards, Out of Phone has enabled brands across various industries—including beauty, retail, and consumer electronics—to bridge the gap between their online and offline marketing strategies. With beauty brands like L'Oréal Paris and Maybelline leading the charge, TikTok content has seamlessly transformed into impactful marketing assets, fueling brand growth and consumer engagement across Southeast Asia.

In response to the growing need to engage consumers beyond digital spaces, L'Oréal Paris and Maybelline adopted OOP to amplify their visibility in key Southeast Asian markets, including Singapore, Malaysia, the Philippines, Indonesia, Vietnam, and Thailand.

How L'Oréal Paris is Transforming Beauty Marketing



As Southeast Asia emerges as a thriving beauty market, L'Oréal Paris jumped on the Out of Phone wagon to promote its Glycolic Bright Melasyl Serum, a product made from breakthrough innovation from the brand's patented active Melasyl. This move also aligns with the increased demand for effective, solution-oriented products driven by the rise in consumer awareness on TikTok, where its variety of engaging content, from product showcases to informative creatives, plays a pivotal role in educating and influencing customers to make more informed purchasing decisions.

Recognising TikTok's pivotal role in influencing purchase decisions, L'Oréal Paris extended its digital strategy to physical spaces, ensuring greater reach through eye-catching placements in markets such as Malaysia, Indonesia, and Thailand. This approach led to significant gains across key performance metrics, including stronger brand awareness, heightened consumer enthusiasm, and enhanced brand equity. Notably, prioritising creator content drives full-funnel impact, resulting in an 8% uplift in consideration when Out of Phone ads follow TikTok's brand best practices.

Maybelline's Big OOP Moment

Similarly, Maybelline has consistently explored innovative ways to expand its consumer reach, seamlessly integrating Out of Phone into its marketing strategy for the launch of Teddy Tint lip products. Combined with platforms like TikTok, this approach has played a pivotal role in shaping consumer preferences and driving beauty trends.

In Southeast Asia alone, 59% of TikTok beauty users used the platform to search for more information about a beauty brand after seeing it on TikTok. Content around product reviews, tutorials and efficacy of these beauty products on the platform, has given rise to a new wave of consumer engagement.

With Southeast Asia's high digital penetration—particularly in Indonesia, the Philippines, and Thailand—the brand strategically extended its presence to high-traffic areas frequented by its target audience. In these cities, out-of-home advertising is widely recognised for its strong recall value, an advantage the brand leveraged. By merging digital and traditional advertising, Maybelline effectively engaged both active TikTok users and consumers who interact with physical media daily.

"TikTok's Out of Phone feature has truly allowed us to expand our reach and uniquely connect with our customers. It was through our campaigns across the key markets in Southeast Asia that we saw firsthand how this approach drives real-world engagement — a true and tested way to spark meaningful conversations and connections," said Abhishek Grover, Chief Digital Officer (CDO) for L'Oréal’s Consumer Products Division (CPD) SAPMENA.

The Future of Out of Phone in Southeast Asia

With limitless possibilities for reaching new customers through innovative and tailored programs, Out of Phone is set to continue redefining marketing strategies in the region. As brands look for impactful ways to extend their digital success into the physical world, this solution provides an effective, alternative tool to drive greater sales and engagement.

"Out of Phone has redefined the way TikTok content can engage audiences, pushing the platform far beyond the confines of mobile screens; and we're thrilled to see it become a game-changing tool for businesses looking to engage with their consumers in dynamic ways. It has also proven that TikTok content can be significantly influential beyond the limitations of mobile devices, and enable brands to scale the way they use TikTok as a platform to reach the masses," said Dan Page, Global Head of Distribution, New Screens, TikTok. "Having TikTok's essence of joy and creativity in these physical spaces has certainly created new opportunities for brands to create deeper connections with their customers."