Alicia Yoon based Peach & Lily earlier than U.S. customers had caught on to Korean magnificence merchandise, turning a retail web site right into a model of its personal.
Yoon launched Peach & Lily in 2012 as an e-commerce web site for Korean magnificence manufacturers, later evolving it into its personal line of merchandise.
Peach & Lily first focuses its advertising on the model’s potent, lively skincare merchandise which are mild for all. Educating customers about Ok-beauty additionally performs a serious position in advertising—informing every thing from web site content material to the influencers the model works with.
“After we launched our web site, there was a lot wealthy content material we had above and under the fold,” Yoon instructed ADWEEK. “It virtually felt like we have been a media outlet—there was simply a lot we needed to educate on.”
Founder-driven manufacturers
A part of Peach & Lily’s schooling concerned Yoon changing into the face of the corporate as a Ok-beauty professional on air on QVC, on the Sephora web site, and in images in Goal aisles. In the present day, magnificence founders like Rhode’s Hailey Bieber act because the face on their manufacturers on social media platforms, however when Yoon based Peach & Lily, there have been much less locations to be the face of a model.
“It was extra about making ready tentpole moments,” stated Yoon. “It’s nonetheless vital to be very engaged as a founder, nevertheless it’s so vital to work with the colourful ecosystem of creators and the audiences they’re reaching.”
Peach & Lily’s influencer advertising technique focuses on schooling
Yoon stated that Peach & Lily’s influencer advertising technique doesn’t chase virality. As a substitute, it’s rooted in schooling. Along with vetting an influencer’s engagement, the model chooses influencers who genuinely like Peach & Lily’s product both organically or from gifting.
In some capability, the influencer should additionally wish to educate and have an viewers within the science behind skincare. Yoon thinks it’s vital that an influencer doesn’t merely speak about Peach & Lily in only one video to authentically resonate with an influencer’s viewers.
Its influencer occasions additionally lean academic, stated Yoon. As a substitute of at all times doing model journeys, Peach & Lily hosts interactive grasp lessons the place influencers sit at a desk with the model’s merchandise, a binder of printed notes, and clean notes. Influencers depart prepared to clarify the science behind Peach & Lily’s merchandise and skincare broadly to their audiences.
“We’ve discovered that the influencers like it,” Yoon stated.
In one other instance, Peach & Lily hosted an influencer lunch on June 25 celebrating its 2024 Ulta Skincare Model of the Yr award, attended by Tyiana Catalino, Jeanne Gray, Jenni Arizala, and Nam Vo. Yoon famous some had posted concerning the model 117 occasions.
Final yr when Peach & Lily launched its now bestselling and TikTok viral Glass Pores and skin Ginseng Collagen Masks, an education-focused influencer activation and offline activations accompanied the launch.
“We constructed a glass bodega in our workplace and had Ulta Magnificence Collective and different influencers right here,” stated Yoon. “It was grasp class pushed, however with a cute bodega arrange the place you may store glass pores and skin and schooling on methods to obtain your healthiest pores and skin.
Moreover, Peach & Lily introduced influencers Celesta Lavatory, Nyma Tang, and Brook Tiffany to Santa Rosa, Calif. to go on a scorching air balloon trip to “have a good time taking skincare to new heights,” however the scorching air balloon trip was cancelled the morning of the trip on account of climate. Peach & Lily additionally despatched out merchandise to influencers like Avani Gregg and Karen Gonzalez as a part of the marketing campaign.
Peach & Lily’s strategy to knowledge
Yoon stated that Peach & Lily takes a data-driven strategy to all advertising. In a single instance, Peach & Lily has run advertisements that seem on the New York Subway, geared toward growing model consciousness.
“If we do an out of house like a NYC subway takeover, it’s straightforward to say we are able to’t measure that, however we construction that month in a method the place we are able to perceive the impression of how consciousness performed into conversion,” stated Yoon.
In 2018, Peach & Lily launched its Glass Pores and skin Refining Serum that pioneered the “glass pores and skin” pattern that ultimately went viral on TikTok in 2023. Yoon sees the glass pores and skin pattern as somebody’s personal pores and skin at its healthiest, and he or she a wrote an e book on the idea.
“I used to be so nervous that folks have been gonna suppose the serum turns your face fragile-like glass,” stated Yoon.
Peach & Lily can also be able to reply new converts’ questions. From its launch, Peach & Lily has had an e-mail handle that any shopper can ship skincare inquiries to that its licensed in-house aestheticians will reply.
“In the present day, the largest distinction that I see is that schooling and data spreads a lot quicker,” stated Yoon.
