LESSONS LEARNED FROM SKINCARE ON TIKTOK

Feb 23

2020 brought a rise in social media consumption that has continued strong into 2021. While new apps emerged and existing apps improved, one platform rose to the top: TikTok.

TikTok has flipped the script on how brands effectively market, calling for authentic storytelling and an entertainment-first approach. Creating content for TikTok is different from creating content for any other platform. On TikTok, there is an increased need for continual content innovation and community building. TikTokers want to be entertained and they want to authentically engage with your brand, not be marketed to. To illustrate this idea, let’s look at two examples from one of the most popular communities to come out of 2020: skincare.

I Dew Care: The Importance of Content Innovation

I Dew Care was one of the earliest skincare brands to build a TikTok presence. They looked to use their Gen Z friendly packaging and brand aesthetic to draw consumers towards their channel. With packaging that was made to be on camera, I Dew Care saw tremendous success on Instagram so they decided to copy their strategy and bring it onto TikTok.

The brand’s decision to be an early adopter of TikTok brought sales to a much higher level than before. However, as they continued to only focus on their product packaging through ASMR videos and product close ups, I Dew Care’s growth and success on TikTok quickly declined. They stuck with what they knew, instead of listening to their community and learning what works best on the platform. With a lack of content innovation, they were unable to sustain their initial growth.

Starface: Building Community

Starface was also an earlier adopter of TikTok. They, however, have continued to grow at an impressive rate since they first joined the platform.

Starface’s hero product is an acne patch that is shaped like a star. They use these stars in their content to destigmatize acne and spread a message of body positivity. Starface is the epitome of what a Gen Z skincare brand should be. Their products are effective, aesthetically pleasing, and the brand speaks up for social issues like acne positivity.

Starface approaches TikTok with a TikTok-first strategy. They are continuously jumping on trends, engaging with their community and creating content that shows they truly care about making a difference in the world. Starface has also effectively engaged TikTok-native influencers to redefine what it means to have acne and be a cool kid. Acne usually has a negative connotation. Starface took it head-on with positivity, humor, and of course, entertainment.

Starface’s focus on creating content that resonates with Gen Z and building community has contributed to their sustained growth and loyal TikTok following.