ABH’s Sugar & Spice Campaign: A Global Glam Launch
Sugar, Spice & Global Glam: Inside ABH’s Influencer-Fueled Campaign
When a global beauty brand like Anastasia Beverly Hills (ABH) enters a new region, it doesn’t just launch, it makes a statement. With its #ABHSugarandSpice campaign, ABH brought a dazzling fusion of bold palettes, influencer glam, and real-time beauty buzz to Southeast Asia, marking the brand’s first-ever regional event in the area.
At the heart of the campaign were two standout eyeshadow palettes Sugar and Spice each representing a unique aesthetic. While Sugar leaned into cool-toned, soft glam, Spice delivered warm hues and fiery finishes. The campaign didn’t just ask influencers to swatch or showcase the palettes; it invited them to pick a side #TeamSugar or #TeamSpice creates natural audience engagement through personality-driven content.
The highlight was the “Twin Flame Party,” a regional launch event hosted in Thailand, where top creators came together to celebrate the collection. With high-impact visuals, glam looks, and seeding across countries like Thailand, Malaysia, and Germany, ABH set the tone for what a cross-border beauty rollout can look like in 2024.
Real Influencer Moments
From unboxings to festive glam, these creators across Southeast Asia and Europe brought the #ABHSugarandSpice story to life with bold looks, personal flair, and product-driven storytelling. Here’s a look at how each of them captured the campaign:
Maxiim captured the energy of ABH’s “Twin Flame Party” with a glam-filled reel celebrating the Sugar & Spice theme. With event shots and a regional vibe, the reel reflected the brand’s first Southeast Asia event and invited viewers to pick a side — #TeamSugar or #TeamSpice.
Suzie brought the sparkle in a short but vibrant recap of the ABH night, tagging the campaign hashtag alongside glam snapshots. Her reel tapped into the local event energy while reinforcing the core Sugar vs. Spice palette theme.
Busgobogus gave followers a behind-the-scenes moment from the ABH event night, using a muted palette and subtle tone to share her brand experience. The caption “ABOUT LAST NIGHT” added to the air of glam exclusivity.
Putreeo embraced the fall aesthetic in her “Spicy fall” reel, pairing autumn visuals with ABH’s Spice palette. Her reel felt cozy yet glam, aligning perfectly with the warm tones of the collection.
In another post, Putreeo offered a broader unboxing that included ABH products among other skincare and beauty brands. Still, her mention of #ABHSugarandSpice and event partners helped keep the campaign in focus.
Natasha delivered a high-glam festive smokey eye tutorial using ABH’s Mini Sugar palette, eyeliner, mascara, and brow gel. Her reel stood out with a detailed caption, glowing product review, and premium vibe — driving over 2.2M views.
CAROLINE (@21makeupaddictions)
This beauty creator dove deep into product storytelling — comparing the Sugar and Spice palettes, breaking down color stories, and showing off both cool and warm-toned makeup. The reel was rich in product love and festive glam energy.
How the Hashtag Made Its Mark
With a strong visual identity and theme-driven content, #ABHSugarandSpice quickly became the anchor point for Anastasia Beverly Hills’ holiday campaign online. The hashtag wasn’t just a label it was a personality test, a product tease, and a glam invite rolled into one.
Creators leaned into the Sugar vs. Spice narrative with reels that asked followers to choose sides, while event content layered in exclusivity and excitement. The campaign hashtag appeared in every post often paired with #AnastasiaBeverlyHills, #ABHBROWS, and relevant retail tags like @sephora, further amplifying reach.
Whether it was a low-key unboxing, an in-event glam recap, or a high-production tutorial, the hashtag tied everything together making it easy for the audience to follow the campaign journey and for the brand to build a recognizable moment across regions and platforms.
This organic repetition and cross-tagging helped #ABHSugarandSpice trend across beauty feeds, sparking conversation not just about makeup, but about identity, mood, and festive style. It’s a reminder that the right hashtag when paired with a compelling concept doesn’t just trend, it transforms engagement into storytelling.
Behind the Glam: Where Story Met Strategy
The #ABHSugarandSpice campaign proved that great beauty marketing is more than a product drop, it’s a story well told. With Sugar and Spice as creative prompts, influencers weren’t just showcasing palettes, they were inviting audiences to pick a side, express a mood, and engage.
The Twin Flame Party added an offline spark, turning event moments into online content, while a mix of creators across Southeast Asia and Europe made the campaign both aspirational and relatable.
Both palettes held their own Sugar brought shimmer and softness, while Spice delivered warmth and boldness. Some creators chose one; others, like @21makeupaddictions, showcased both driving product comparison and interaction.
By anchoring its strategy in storytelling, experience, and creator-led content, ABH transformed a palette launch into a global glam moment.
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