--- title: "Cannes Special | How to launch a brand on TikTok Shop" date: 2025-06-16T00:00:00+01:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/podcasts/cannes-special-lucy-edwards-nora-zukauskaite" section: Podcasts --- ![Two women are featured against a vibrant blue gradient background, scattered with speech bubbles and hashtags. The woman on the left has sleek, styled black hair and bright red lipstick, while the woman on the right has flowing auburn hair and wears a pink sweater, her hand resting thoughtfully on her chin.](/uploads/transforms/Images/Podcast/_1773x998_crop_center-center_90_none/Cannes-Special.jpg) Podcasts [Listen on Spotify](https://open.spotify.com/episode/129nu9axKmDqJuhFxqkBwk)[Listen on Apple](https://podcasts.apple.com/us/podcast/what-they-said/id1738224380)[Listen on Amazon](https://www.amazon.co.uk/dp/B0CZ7B43FL?ref_=cm_sw_r_cp_ud_dp_TCFFXPBE0CQZE03BFH6D) Live from Cannes Lions 2025, The What They Said podcast, is back; talking about the topic that's on everyone's lips this year - Influencer Marketing. With an average of 6,000 live shopping experiences on TikTok Shop every day last year, savvy brands - including luxury ones - are not just launching, but building, co-creating, testing, and selling customer-centric product lines within the platform. For this Cannes Special, Sammy Albon, unpicks this - welcoming back disability activist, content creator and blind broadcaster, Lucy Edwards, alongside Nora Zukauskaiteback, Marketing Director TikTok Shop UK and Europe, to discuss the launch of Lucy's new Etia beauty brand in February 2026. Listen out in the episode for: 💥 Lucy’s journey launching her beauty brand and how accessibility has shaped its identity 💥 Nora’s insights on how winning challenger brands are leveraging TikTok Shop to drive discovery and sales 💥 The power of community-driven commerce and Gen Z co-creation 💥 How content creators are influencing not just marketing—but product development 💥 How and why TikTok Shop is transforming the path from discovery to purchase. If you want to learn more about TikTok Shop, you can also head to their podcast: [https://lnkd.in/ejNrmuXE](https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbGFJZFU0aFo5Y01FaHpaX3VRS0dwVlk2ZzdtQXxBQ3Jtc0ttY1NRdDRDUFZKd09mRlV4bGhuSmpZLUtDSzJJTEJySmxIbk5YbmxuNHRKUWFNZVoweFAweXV4dTloeXBOd2NnZW5UQ2lrckxwRmdDZnNLc3ZDUzBRT3k1b1loZFdOVWZFX0hNU2ZDUy1sVUxpT0FLaw&q=https%3A%2F%2Flnkd.in%2FejNrmuXE&v=ONGd0byA_EI) Share: showTooltip = false, 1500)"> Copied! [](https://linkedin.com/shareArticle?mini=true&url=https://itsprettygreen.com/podcasts/cannes-special-lucy-edwards-nora-zukauskaite.md&title=Cannes%20Special%20%7C%20How%20to%20launch%20a%20brand%20on%20TikTok%20Shop) ## In other news [Podcasts ![A woman with long dark hair, wearing white earphones, is seated in front of large windows showcasing a city skyline. Light filters in, illuminating her features. Bold text overlays the image, stating "BRAND VISIBILITY ISN'T FAME" in contrasting white and purple.](/uploads/transforms/Images/Podcast/_650x600_crop_center-center_90_none/WTS_Thumbnail_Square_Brand-Visibility-Isnt-Fame.jpg) ### Building Brand Fame That Shows Up in Culture: Sally Barton, Mondelez With years of experience leading strategy for some of the world’s most recognisable brands, Sally shares insights into how brands like Cadbury and Oreo stay culturally relevant and emotionally meaningful.](https://itsprettygreen.com/podcasts/building-brand-fame-that-shows-up-in-culture)[News ![A man with light brown hair, wearing a grey denim jacket over a black t-shirt, stands confidently in an office. Behind him, decorative frames containing historic currency hang on the wall, while a modern sign of 'PrettyGreen' adds a contemporary touch to the space.](/uploads/transforms/Images/Team-Headshots/_650x600_crop_center-center_90_none/Mike-Blount.jpg) ### PrettyGreen Appoints Michael Blount as Integrated Business Director PrettyGreen has appointed Mike Blount as its first Integrated Business Director, strengthening its senior leadership team as the agency continues to evolve its integrated communications offer.](https://itsprettygreen.com/latest/michael-blount)[Podcasts ![A young man with medium-length brown hair gestures animatedly while discussing a topic. He wears a stylish black jacket against a softly lit background, featuring a gradient of warm hues. The image prominently showcases bold text stating, 'JACOB ELORDI BATHWATER AD?!', adding a striking contrast.](/uploads/transforms/Images/Podcast/_638x589_crop_center-center_90_none/3.png) ### Marketing Strategy with Ted Robinson: CMO of Grind Ted Robinson, CMO at Grind, shares how the brand has evolved from a single café in Shoreditch to a household name in the coffee industry. From viral campaigns like their Jacob Elordi-inspired tube ads to leveraging influencers for authentic, platform-native content, Ted provides a behind-the-scenes look at Grind’s marketing strategy.](https://itsprettygreen.com/podcasts/marketing-strategy-with-grind-cmo)[Digital PR, New Work ![A grand historic building with a light-coloured façade, featuring ornate architectural details and large arched windows, stands under a clear blue sky. In the foreground, text overlay reads "PrettyGreen WELCOMES Priory", highlighted by a modern logo with a playful cloud design.](/uploads/transforms/Images/_650x600_crop_center-center_90_none/pgWelcomePriory.jpg) ### PrettyGreen Appointed by Priory to Drive Digital PR Campaign for New Therapy-Led Residential Addiction Service, Flourish Creative communications agency PrettyGreen will support Priory’s digital PR and search visibility strategy for the launch and expansion of Flourish, a pioneering residential addiction treatment programme in the UK.](https://itsprettygreen.com/latest/prettygreen-appointed-by-priory-to-drive-digital-pr-campaign-for-new-therapy-led-residential-addiction-service-flourish)