The secret to SKIN1004's success in captivating both domestic and international markets

SKIN1004 achieved record-breaking growth in the first quarter of 2024 (source). With a 216% increase in sales compared to the same period last year, the brand has shown remarkable progress.

What is the secret behind SKIN1004's unstoppable growth?

Here, we share the key strategies revealed in a Hwahae webinar. Read on to gain insights and apply ideas to your own brand.

PART 1: Consistent branding and market approach both domestically and internationally

Acquired by its parent company, Craver, in 2016, SKIN1004 has grown remarkably by turning its Centella masks into a hit product through emotional branding.

With Centella masks as its flagship product, the brand gained significant popularity among young consumers and successfully expanded into international markets.

SKIN1004’s success story exemplifies how emotional branding can elevate brand value and enhance product recognition.

So, what is the market approach that has captivated both domestic and international markets?

The importance of short-form content: Mastering algorithms, avoiding copyright issues, and succeeding across platforms

Despite its rapid overseas expansion, SKIN1004 continues to experience impressive growth, with annual sales reaching 2 billion won.

The brand’s success stems from two key factors: a focus on authentic consumer reviews and a deep understanding of market trends.

Rather than resorting to fake reviews, SKIN1004 prioritizes genuine feedback to help consumers better understand their products and make confident purchase decisions. The brand effectively tailors its review marketing strategies by leveraging regional review platforms, adapting content to suit local preferences, and addressing language differences in various international markets.

In addition to its review-driven approach, SKIN1004 stays ahead by continuously adapting to market trends. The company emphasizes innovative marketing strategies and remains flexible in the face of changing industry dynamics. Instead of relying on outdated formulas, SKIN1004 thrives by exploring and implementing fresh ideas that resonate with evolving consumer needs.

This commitment to authenticity and adaptability has positioned SKIN1004 as a standout brand in the competitive global beauty market.

Consistent market strategies and trend sensitivity for business success

SKIN1004 approached the market using three main strategies: clear benchmarking, utilizing initial auxiliary indicators, and seeding strategies for successful international expansion.

Here’s a closer look:

1. Clear benchmarking brand setting: SKIN1004 selected benchmarking brands with similar sales levels, price ranges, distribution methods, and key countries. They analyzed the marketing activities of these brands and developed quarterly action plans based on their findings.

2. Initial focus on auxiliary indicators: Initially, SKIN1004 focused on increasing auxiliary indicators such as official store followers, social media followers, and content views rather than sales. This strategy successfully raised brand awareness and secured potential customer bases.

3. Seeding with micro-influencers before mega influencers: Instead of starting with high-cost mega influencers, SKIN1004 began with seeding strategies using micro and nano influencers. This approach strengthened communication with consumers and built the brand image. They also combined seeding with mega influencer collaborations to maximize synergy.

Hero products created through consistent branding

Notable hero products include the 'Hyalu-Cica Waterfit Sun Serum' and the 'Centella Ampoule'.

The Hyalu-Cica Waterfit Sun Serum has become a favorite due to its moisturizing formula and smooth application, ranking first in the sunscreen category on global B2C channels like Amazon and achieving top sales in all categories at Olive Young.

The Centella Ampoule, a lightweight water-based ampoule for sensitive skin, is popular for its excellent calming effects and suitability for acne-prone and oily skin types. It has become a steady seller in skincare categories and continues to see sales growth in Southeast Asia, Asia, North America, and Europe.

PART 2: Synergistic marketing for domestic and international success

Through consistent branding, SKIN1004 has made its mark globally.

To further its growth, the brand partnered with Hwahae for aggressive domestic marketing.

Let's explore the example and process of their product 'Madagascar Hyalu-Cica Waterfit Sun Serum.'

Short-Form Content Creation Strategy: Utilizing Product Features and Trends

Despite its impressive growth abroad, SKIN1004 faced a different challenge in the domestic market, where the appeal of internationally popular products to local consumers was uncertain. To address this challenge, SKIN1004 implemented the following strategies:

1. Product Satisfaction and Market Testing: Before entering the domestic market, SKIN1004 conducted market tests to gauge product satisfaction. They secured reviews from beauty enthusiasts and gathered feedback on their products.

2. Hwahae Review Group: There were four globally popular sunscreen products that went through Hwahae's review program in the domestic market. The results showed that SKIN1004's 'Madagascar Hyalu-Cica Waterfit Sun Serum' received overwhelming positive reviews and high satisfaction, indicating strong potential for success in the domestic market.

3. Focused Initial Marketing: Based on the review group results, SKIN1004 concentrated its marketing efforts on 'Madagascar Hyalu-Cica Waterfit Sun Serum' from March to April, before the peak sunscreen season in the summer.

4. Rapid Review Accumulation: SKIN1004 actively used the review programs to quickly accumulate reviews within the Hwahae app. High-quality reviews enhanced product trust and encouraged purchases.

5. Securing Credibility: Setting concrete goals to enter the top 3 in Hwahae’s sun care category and obtaining an emblem helped increase brand awareness for 'Madagascar Hyalu-Cica Waterfit Sun Serum.'

Through these strategies, SKIN1004 achieved the number one position in the sunscreen/lotion category within just six months and established a successful presence in the domestic market. SKIN1004’s success showcases effective methods for domestic market success through product satisfaction validation, market testing, review group utilization, and focused initial marketing.

Powerful Strategy for Expanding Sales through Hwahae

By building solid reviews with the review programs and running advertising and shopping packages, SKIN1004 increased its exposure within the Hwahae app. As sales began to generate, reviews accumulated steadily, creating a positive feedback loop that increased product trust and recognition.

To further expand this positive cycle, SKIN1004 planned an exclusive set only available to Hwahae users. This 'Only Hwahae' set was designed to capture high attention through various exposures and provide price advantages, thus increasing conversion rates and sales. As a result, SKIN1004 achieved the number one position in the sunscreen category, won various awards, and solidified its presence in the domestic market.

Initially, the realistic goal was the top 10, but through ongoing communication with Hwahae managers and active utilization of category competition insights, trends, and advertising products, SKIN1004 achieved its goal and claimed the number one position in the sunscreen category in just six months.

The marketing efforts over the past year have led to remarkable results, with SKIN1004 achieving the number one ranking on Hwahae. This success has translated into explosive growth in domestic sales, with sunscreen sales increasing by 1,700% compared to the previous year.

Leveraging the ranking and emblem from Hwahae, SKIN1004 enhanced its brand awareness and credibility, which further strengthened its brand reputation in international markets. Through the synergy of global and domestic markets, SKIN1004 is expected to continue its impressive growth.

Building brand power through consistent branding and continuing genuine marketing efforts can open the path to growth. If you can continuously reflect trends and maximize the synergy of all actions like SKIN1004, success is within reach.

Collaborate with MAYK and Hwahae

At MAYK, we work with many small and new brand owners.

We understand the challenges faced by new brands in getting their products out to the target audience.

If you're looking to gather initial response and product reviews for your newly launched brand, you can reach out to MAYK for a chat.

We can connect you with Hwahae to discuss special pricing packages that can help boost your sales and build your new brand's image with review marketing.