Peach & Lily Implements Innovative Influencer Marketing Strategy for Product Launch
In a groundbreaking move, skin care brand Peach & Lily recently adopted a unique approach to influencer marketing that resulted in engagement rates five times greater than prior campaigns. By sending unbranded product samples to selected influencers, the brand aimed to generate organic feedback prior to the official unveiling of its new MiniProtein Exosome Bioactive Ampoule.
Unconventional Launch Tactics
In July, Peach & Lily dispatched unmarked bottles of their latest serum to 14 carefully chosen influencers, including experts such as dermatologist Lindsey Zubritsky and cosmetic chemist Javon Ford. The recipients were provided minimal ingredient information, enabling them to create authentic content on platforms like TikTok and Instagram, with the brand’s name only revealed at a later stage.
Focus on Education and Expertise
This innovative approach aligns with the brand’s educational marketing strategy, which has propelled it to become the second-largest prestige skin care brand at Ulta. Founder and CEO Alicia Yoon emphasized the brand’s commitment to prioritizing product solutions over chasing fleeting trends. By engaging dermatologists and beauty experts to share their genuine assessments of the product, Peach & Lily effectively cultivated curiosity within its audience.
Market Response and Future Strategies
The response was overwhelmingly positive, with the product launch generating over 1 million impressions within two hours. Peach & Lily’s efforts reflect a greater trend in the U.S. beauty market, particularly among younger demographics, including Gen Z and millennials, who are increasingly drawn to Korean beauty products. Yoon stressed the importance of a balanced marketing mix that nurtures both top-of-funnel awareness and conversion-driven initiatives, ensuring sustainable growth for future launches.
By harnessing expert endorsements and focusing on consumer education, Peach & Lily showcases how innovative practices can yield significant benefits in a competitive market while staying true to its core values.
