COSRX, a skincare company, experienced a significant surge in popularity thanks to the power of social media influencers and TikTok. The Advanced Snail 96 Mucin Power Essence, a hydrating serum, initially launched in 2014 but gained massive attention on TikTok due to influencers posting tutorials, reviews, and results of using the product.
The hashtags #AdvancedSnail96 and #COSRXSnailMucin accumulated millions of views, with the latter reaching over 32 million views on TikTok. This viral exposure translated into skyrocketing sales, making the product the 8th most-sold beauty and personal care item on Amazon in the first quarter of 2023.
COSRX had to adapt swiftly to meet the surging demand. They collaborated with their manufacturing partner to increase production capacity and employed just-in-time inventory management to ensure the product stayed in stock.
According to Hyein Lee, COSRX’s PR and communications manager, acting promptly and strategically is crucial when a product goes viral. The company’s strategy involves expanding the product to new markets, establishing relationships with distributors, and adhering to country-specific regulatory requirements.
Before the viral success of the snail mucin product, COSRX had already benefitted from influencer recommendations. Their limited advertising budget was supplemented by gifting products to content creators, which proved effective in generating word-of-mouth recognition and brand confidence.
COSRX currently uses TikTok as an educational tool for their brand’s fans. Marketing campaigns, such as #SlapSnail and #LayerYourSPF, have garnered millions of views, educating viewers on strengthening their skin barrier and properly applying sunscreen. COSRX’s TikTok account boasts over 165,000 followers, and their brand hashtag has accumulated over one billion views.
To further enhance their brand trust, COSRX recently partnered with beauty influencer Ivana Slobadanik to host a livestream shopping event with Ulta Beauty, informing viewers about their viral product, the Advanced Snail 96 Mucin Power Essence. This event exemplifies COSRX’s commitment to staying engaged and responsive to their users, prioritizing product innovation and quality.