"When skin care brand Peach & Lily was crafting a social media campaign to launch its latest product, the team wanted the results to speak for themselves. Breaking from convention, the marketer avoided trending sounds and viral gimmicks that saturate the platforms and instead took a risk by sending the product - sans any and all branding - to select influencers for an effort that generated an engagement rate five-times higher than its previous campaigns."
"Peach & Lily's MiniProtein Exosome Bioactive Ampoule is a super-charged serum meant to firm skin and smooth wrinkles. For its launch, the marketer sent unmarked bottles to 14 influencers in July with minimal ingredient information, inviting creators on TikTok and Instagram to share organic feedback before the brand revealed itself July 31. The story-first, name-last approach aligns with an education-led marketing strategy that has helped Peach & Lily become the No. 2 prestige skin care brand at Ulta, said founder and CEO Alicia Yoon."
"Peach & Lily was initially created in 2012 to distribute third-party Korean beauty brands, but later evolved into its own line of products in 2018. The brand is often attributed to popularizing the TikTok-viral "glass skin" movement, a Korean beauty trend around healthy skin, after launching its Glass Skin Refining Serum. The Korean beauty market has seen major traction in the U.S., growing 53% year-over-year in Q1 thanks to high demand from cohorts like Gen Z and millennials, according to data from the Korea Customs Service."
Peach & Lily launched its MiniProtein Exosome Bioactive Ampoule by sending unmarked bottles to 14 influencers with minimal ingredient information and inviting organic feedback prior to a July 31 reveal. The campaign avoided trending sounds and viral gimmicks, opting for a story-first, name-last approach that generated an engagement rate five times higher than previous campaigns. The brand emphasizes product-driven, solution-oriented innovation and education-led marketing. Peach & Lily began as a distributor of Korean beauty brands in 2012, launched its own line in 2018, popularized the "glass skin" trend, and benefits from strong U.S. demand for K-beauty.
Read at Marketing Dive
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