In recent years, there has been a significant shift in consumer demands for skin care, with a focus on whitening, moisturizing, and cleansing functions. Almost all personal care brands now offer products that cater to these needs.
The market for functional skin care products has reached its peak, with brands investing heavily in ingredient development, technology, and marketing. As a result, consumers can now find products with desired effects at various price points.
Simultaneously, the competition for basic skin care products has become increasingly fierce, and their utility is reaching saturation. To break through this barrier, brands must identify new personal care needs among consumers.
Glow Recipe, an American niche skincare brand with a Korean makeup concept, recognized this opportunity. Through collaborations with overseas social media influencers and celebrities, they achieved rapid growth and successfully promoted the concept of Korean beauty makeup.
Founded in 2014, Glow Recipe initially operated as an e-commerce distribution platform for Korean makeup products in the United States. Their focus was on selling natural skin care products.
Through market research, Glow Recipe identified that many female consumers were struggling to meet their skin care needs. Complex and time-consuming routines made skin care burdensome and even caused anxiety. Recognizing this gap in the market, Glow Recipe set a brand goal to create simple, multi-functional skin care products.
The brand’s key focus is on fruit-based ingredients, particularly watermelon. They emphasize high fruit extract content in each product and have introduced a range of watermelon ingredient products, including the watermelon sleeping mask, watermelon moisturizing cream, and watermelon jelly mask. These products are rich in vitamins and plant essences, and packaged in white transparent bottles with pink caps. Since their launch, this series of products, especially the Watermelon Sleeping Mask, has been highly sought after.
Glow Recipe’s target consumer group consists predominantly of millennials, accounting for 71% of their customer base. To engage this audience, the brand recognizes the importance of delivering fun and entertaining content. According to Instagram research, 57% of users desire such content from brands. Therefore, Glow Recipe adopts a “skintertainment” approach, combining skincare with entertainment value.
On Facebook, Glow Recipe has amassed 90,000 fans. Their content primarily includes product announcements, ingredient explanations, before-and-after comparison charts, and information about product discounts.
With 80,000 followers, the brand’s Instagram account features several content series, including “Skincare Tutorials with Glow Recipe,” which focuses on skincare tutorials incorporating their products, and the “Skin by Skin” series, which showcases short skincare videos from different perspectives. Glow Recipe also collaborates with Sephora to launch joint skincare and makeup tutorials.
Since joining TikTok in 2020, Glow Recipe has gained approximately 270,000 followers. Their regular videos primarily demonstrate product use or showcase the products and their production processes, highlighting their “fruit,” color, and skincare effects. Additionally, they incorporate entertainment elements such as special effects and DIY demonstrations, encouraging fan interaction and participation.
Glow Recipe capitalizes on festive occasions and popular trends as well. For example, during Christmas, they emphasize the challenge of repeated makeup application causing dryness and position their products as a solution. They also leverage the popularity of the TV series “Squid Game” by integrating skincare steps into the show’s 123 wooden man game, creating a quirky video that breaks fans’ expectations. This collaboration garnered significant views and increased exposure for Glow Recipe. In addition to their own social media accounts, Glow Recipe is active in influencer marketing on TikTok. Their brand tag #glowrecipe# has accumulated a total of 189.4M views, featuring skincare content shared by cooperative bloggers. These collaborations include product experiences, entertaining skincare videos with friends, and various angles of shared experiences, all of which contribute to building brand trust.
Glow Recipe’s earliest collaborating blogger on TikTok was Glamzilla, who created videos discussing skin care topics. Glamzilla praised the benefits of Glow Recipe’s Watermelon Glow Pore Tightening Toner and Watermelon Glow Niacinamide Dew Drops. This inspired another creator, Nogueira, who shared her skincare tips using the same products and titled her video, “That’s the best foundation in my life.” These collaborations with influencers help promote the brand.
In general, Glow Recipe’s product development centers around organic fruits, which they also integrate into their marketing strategies. They emphasize the vibrant colors of fruits in product advertisements, leaving a visually vivid impression and enhancing the brand’s youthful and natural image. This visual appeal has helped Glow Recipe attract a significant following on social media.
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