TikTok has become a key source of beauty information for Gen Z. Especially during COVID, an army of skin-case influencers have emerged as having the ability to make or break sales for brands. Peace Out Skincare’s pore strips saw a fourfold increase in 24 hours about Hyram Yarbro, a skinfluencer on TikTok, posted a duet with a fellow influencer and praised the brand.
The DTC beauty brand sold out of their pore strip product, and over 15,000 people purchased their $19 pack of pore strips because of this single TikTok. This is a result of the company efforts to invest heavily into TikTokand ramp up marketing efforts despite the changing climate of the pandemic. The brand previously sold a majority of their products on Sephora, and physical retail was a significant part of their revenues. This pivot to a more DTC business has helped the company adapt and remain on target for business expansion.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
