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Glossy Pop Newsletter: SharkNinja is turning its fans into beauty sellers ahead of the holidays

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Glossy Pop Newsletter: SharkNinja is turning its fans into beauty sellers ahead of the holidays

An oil-field worker’s skin-care routine is helping SharkNinja make the case for partnering with unexpected creators.

In May, Kevin O’Connor (@kevin_0connor_; 460,000 TikTok followers), who works on an offshore oil field supply vessel, posted a video using the Shark FacialPro Glow, an at-home facial cleansing and exfoliating device. It attracted over 10 million views, more than 131,000 likes and 3,500 shares, according to SharkNinja. Stacy Carpenter, the company’s svp of global social media, said the appeal was the combination of the unexpected demonstrator and the oil-and-exfoliant residue collected in what she called his device’s “gunk tank.”

“Those are the sorts of stories we’re trying to collect because that is what moves the needle,” she said. “The effectiveness of the product, the wow, the unexpectedness of the person in that situation are really what drive part of that conversation.”

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