Starting From Scratch With The Basics

Starting From Scratch With The Basics

Starting From Scratch With The Basics

Source: SIRCLO

Source: SIRCLO

Bringing a cross-border K-Beauty brand with no presence in Indonesia, directly from Korea.

Bringing a cross-border K-Beauty brand with no presence in Indonesia, directly from Korea.

About the Brand

SKIN1004, which reads “skin cheonsa” or “skin angel” is an award-winning hypoallergenic and natural skincare brand from Korea, made from the main ingredient, Centella asiatica, originating from the untouched nature of Madagascar. SKIN1004 is committed to delivering the untouched nature to consumers and takes pride in being an ethical and natural beauty brand that is non-animal testing, cruelty-free and vegan, all certified by PETA.

Services
  • Live stream production

  • Dedicated live stream host

  • Short video production

Challenge

Despite Indonesia being early adopters of any Korean trend, it is a market saturated with K-Beauty products, SKIN1004 is a virgin K-Beauty brand looking to penetrate the market. We see this as both a challenge as well as an opportunity. The challenge being: ensuring that SKIN1004 stands out differentiated, enough to drive purchase intent, and the opportunity is to ride the K-Beauty wave to success, given that many K-Beauty brands have succeeded here.

Our Approach

Tiktok is flooded with video testimonials, demos and various types of beauty content, from brands both local and international. While live streaming is a space that is dominated by local beauty brands, we believe that SKIN1004 has a strong enough traction to compete against them and win a significant market share.

From a creative standpoint, we started by meeting the category norms of how detailed product reviews should be and build volume of the testimonials first. Once we have the bar set, then we start experimenting with the product demo, weaving in popular trends into our short videos and more interactive methods of getting testimonials during livestream to optimize the performance and making sure that we never fall under the benchmark.

What We Did
  • 300 hours of live stream

  • 1 host in-frame, 2 main host + 3 back-up

  • 10 originally created short videos

"

"

StreamLab team really knows what they're doing! They are one of the reasons why our brand is getting more famous. We are hoping to continue working together in the future.

StreamLab team really knows what they're doing! They are one of the reasons why our brand is getting more famous. We are hoping to continue working together in the future.

"

"

Soomin Kim - Country Manager of SKIN1004 for Indonesia

Soomin Kim - Country Manager of SKIN1004 for Indonesia

The Result

35%

35%

average GMV growth MoM (Q2 2023)

7x

7x

GMV uplift (in 9.9 campaign, compared to BAU)

80%

80%

average CTR (2x compared to category benchmark in 2023)