[The Korea Economic Daily] Teenager Target, YouTube, Quality… ‘3 Secrets of 3 Skincare Companies’ for their success in the overseas market
‘Clean Beauty’ promoting Wishcompany, advertises through various YouTube content
Sold out on every home shopping channel in the U.S., curated in 330 stores of Sephora, a prominent beauty store chain in the U.S., a toner that was sold over a million bottles...These are the achievements of SMEs like Outin Futures, Wishcompany, and Beton that might be unfamiliar to Korean consumers.
These companies with successful target marketing, distinctive use of SNS marketing, and outstanding quality that can compete with conglomerates are more popular in overseas for their brand, rather than their local Korean market.
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Drawing Attention via YouTube
Ranked #1 on Amazon Best-Selling Toner for their iconic product ‘Supple Preparation Toner’, Wishcomapny has been targeting overseas markets from the beginning starting with the U.S. market, the hardest market to break into.
Soungho Park, the CEO of Wishcompany says, “From my judgment, it was hard to compete with big companies in the Korean market. However, I speculated that if we could open the entry barrier of the overseas market we could get loyal customers.”
The success behind selling one million bottles of one product is their marketing strategy of using YouTube, rather than focusing on mass media. On their YouTube channel ‘WishtrendTV’, the company’s been uploading beauty tips that are trendy in Korea. The videos are very diverse; they dealt with K-Pop Idol skincare routine, facial yoga routine, Korean 7 skin method, full acne coverage makeup, and so many others. The channel, was a big hit. “The video on various cleansing routine has more than 2 million views”, said Park, and also mentioned that “We’ve acquired a ‘Gold Play Button’, which is only given to channels with more than a million subscribers and we have 1.24M now. We’re the first beauty company that received one.”
The subscribers naturally got interested in their brand, dear.klairs. Tens and thousands of reviews on their official website also led them to actually purchase. The fact that they not only use natural ingredients and but also being cruelty-free by not testing on animals, while striving to be a vegan-friendly, was also a bonus to overseas customers.
Wishcompany has partnered up with multinational online retailers such as Amazon, eBay, Lazada and now they’re sold in over 50 countries. 80% of their sales come from overseas e-commerce platforms. According to the CEO, “30% of the sale is from Europe, and another 30% is from the states. From now on, we will focus on the East Asia market.”
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