How K-beauty Kaja and I Dew Care Brands Became TikTok Faves – Glossy



This year has turned out to be a boon for beauty brands on TikTok, with many like NYX and Elves Cosmetics break TikTok records through paid campaigns. But now the focus is on more unpaid efforts to increase brand awareness, with brands focusing on specific strategies.

Among them are the Kaja and I Dew Care brands owned by MBX. Kaja joined TikTok in November 2019 and now has 1.4 million subscribers, while I Dew Care launched its channel in December 2019 and has around 410,000 subscribers. Neither account was the primary focus for brands until March, when TikTok started seeing a larger audience due to quarantine and both brands realized this was a foundation. for community engagement, said Dino Ha, CEO of MBX. Ha said he credits I Dew Care and Kaja’s success to TikTok because of their key K-beauty positioning, which focuses on packaging, texture and color instead of emulating popular dances.

“When we first created our TikTok accounts, we didn’t have people dancing on the account because we thought there were enough people to provide this experience,” Ha said. “We focused on how to tell the story of the products in a different way, through music and by showing more of the texture and color of our formulas. And it was a home run for us.

Although brands like Huda Beauty (2.6 million subscribers), Kylie Cosmetics (1.5 million subscribers) and Milk Makeup (423,000 subscribers) rank above Kaja and I Dew Care, both K-beauty independent brands are still among the most followed brands, above Anastasia Beverly Hills (19,600 subscribers) and MAC (51,500 subscribers).

Specifically, Kaja and I Dew Care often post videos featuring audio tracks and popular songs as a person’s hand opens and closes the brand’s stacked eyeshadows, unwraps products or sample colors. Kaja and I Dew Care are also using TikTok to launch new products, starting about three weeks before the launch date. Trina Albus, founder of social media and influencer marketing firm Magenta Agency, noted that Kaja has two posts that have been viewed over 10 million and 16 million respectively. They feature what she calls the “TikTok Triple Threat” of product texture, close-ups, and ASMR. For I Dew Care, the six posts that have over a million views (except one) combine close-up video and texture.

Ash Stahl, managing director of creative studio TikTok Flighthouse, said that despite the often-repeated songs and similar video styles, TikTok is less demanding on entirely new and fresh content.

“A lot of beauty brands try to show the quality of the product, but what Kaja and I Dew Care do is show the shapes, packaging and colors, which are [in-line] with the TikTok beauty aesthetic, ”she said.

TikTok is now the # 1 place for community engagement for both brands, Ha said, and it will become the cornerstone of MBX’s omnichannel strategy. Kaja’s TikTok account has 24% engagement, measured by comments, likes, shares, and reactions, versus views. And about 10% of brands’ TikTok followers are drawn to both brands on Instagram.

In addition to growing TikTok subscribers, I Dew Care entered and in October, while Kaja expanded beyond Sephora by joining Amazon. Retailers and their hashtags are often featured in both brands’ TikTok videos. I Dew Care’s sales grew 36% year-over-year between the first and third quarters of 2020, but Ha declined to share Kaja’s sales figures. MBX, which also owns the K-beauty Pony Effect, I’m Meme and Nooni brands, plans to increase sales in 2020 after initially anticipating a 10-20% drop due to Covid-19.

“What we’re focusing on today with TikTok is really growing this community as fast as we can engage with it and as often as possible,” Ha said. “We are seeing a correlation [between TikTok] and the increase in our dot-com traffic and time spent on our e-commerce sites, but no direct correlation in terms of sales. We believe we’ll be closing the gap between TikTok’s engagement and sales over the next few years. “



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