Who won for social TV engagement at the Oscars? #LupitasLipBalm

We’ve already reflected on Ellen’s charisma and humor throughout The Academy Awards on Sunday night, but who was the real social TV winner of the night? That would be Clarins.

Ellen played a literal ‘host role’ at the Oscars, checking in on Hollywood stars throughout the evening and even offering them pizza. It was during her collections to pay for the pizza (which she collected in Pharrell’s hat) that Lupita Nyong’o , looking fabulous, handed Ellen her lip balm.

“Lupita’s lip Balm! That’s worth something!” Ellen proclaimed.

Instantly, #LupitasLipBalm started trending on Twitter as viewers tried to identify the brand of lip balm that Lupita was wearing.

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Before long, it was discovered that the lip balm was Clarins HydraQuench lip balm, which according to the company, “almost sold out over night.”

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Lupita’s pizza contribution sparked sales for Clarins HydraQuench, an objective most brands have when they purchase a 30-second spot for the Oscars or the Super Bowl. Clarins however was the lucky recipient of free, organic, social advertising.  Perez Hilton took the opportunity of making a GIF about the interaction, leveraging the social sharing or the event to reach even more online engagers.

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