Skincare, in accordance with magnificence model Glow Recipe, may be greater than a obligatory step in a monotonous routine. By pulling again the curtain on the sweetness trade and crafting a strong neighborhood and influencer advertising technique, the model is sustaining long-term traction in a social area that’s typically outlined by fleeting traits.
Christine Chang, co-CEO and co-founder of Glow Recipe, took the stage throughout Adweek’s current Commerceweek summit for a chat with creator financial system reporter Emmy Liederman. Chang shared the formulation for community-based commerce that positions product schooling as leisure whereas prioritizing client suggestions.
From curated picks to authentic creations
Born in 2014, Glow Recipe started as a curator of difficult-to-find Ok-beauty merchandise on the market outdoors of South Korea. However when co-founders Chang and Sarah Lee noticed a paradigm shift within the skincare trade, they sensed a possibility.
“We have been seeing a sea of change in skincare, the place skincare was beforehand a chore that individuals needed to get by means of to get to make-up—the extra transformational and enjoyable half that was talked about on YouTube and different channels like that,” she defined. “However we felt like skincare could possibly be the primary dialog.”
Cultivating neighborhood
In keeping with Chang, social media has been an indispensable ally in Glow Recipe’s transformation from a fledgling startup to a viral sensation within the skincare world.
“Social media has all the time been one in every of our prime channels for each consciousness and conversion,” she stated. “Within the early days, it was just because we couldn’t afford anything. However we have been fortunate as a result of we got here out at a time the place social media actually helped stage the enjoying discipline, and you could possibly get as a lot engagement on a model publish as a big firm or company.”
Because the pandemic reshaped client behaviors and preferences, Chang’s group noticed a major shift of their viewers towards TikTok. To maintain up with the altering dynamics, they engaged their clients on the platform, creating an natural connection that led to an sudden success story for Glow Recipe’s Watermelon Glow Niacinamide Dew Drops.
In keeping with Chang, the serum not solely clinched the No. 1 spot at Sephora for serums but in addition emerged because the No. 2 primer, acclaimed for its brightening impact and glow even below make-up—cross-category success that Chang stated was pushed by TikTok.
“This instantaneous impact actually helped make it a dialog piece on TikTok,” she defined. “As soon as it went viral as a result of a number of creators had talked about it, we acquired a name from our service provider asking what had occurred? Did we take out some equal of a Tremendous Bowl advert to get the gross sales we have been getting that weekend? It was all from TikTok!”
