78As global consumers' demand for personal care upgrades, the hair removal device market has experienced explosive growth in recent years. Traditional hair removal methods such as hair removal creams and wax are gradually being replaced by safer and more efficient home hair removal devices.
According tosphericalinsights data, the global hair removal device market was valued at $1.5 billion in 2021 and is expected to reach $2.7 billion by 2030, with a compound annual growth rate of 8.9% from 2022 to 2030.
Image source:sphericalinsights
Although home hair removal devices have now become a daily choice for many consumers, just a few years ago, professional hair removal equipment was mainly limited to use in beauty salons and had not yet become widespread.
During this market gap, a company from Hangzhou saw an opportunity, set its sights overseas, and used home hair removal devices as a breakthrough to enter markets such as Europe and the United States, where there was strong demand for this product, eventually becoming the undisputed top seller in this niche overseas market.
This company isUlike brand from Hangzhou, Zhejiang.
Reportedly, in2023, this brand achieved the number one global sales of hair removal devices.
To date,Ulike's products have been bestsellers in 49 countries worldwide, with over 7 million cumulative users and total sales exceeding 8 million units, making it a super ace among domestic hair removal device Tuke brands!
Image source:Google
From Local to Overseas:Ulike's Brand Development Journey
According to reports,Ulike was founded in 2013 and belongs to Hangzhou Youlai Technology Group. It is the group'sfirstbrand focused onoptical skincaretechnology.
In 2016, Ulike launched its first generation hair removal device for home users, providing consumers with a convenient home hair removal solution.
In the following years, it continuously upgraded and optimized its product technology, such as adding an ice compress function to reduce pain, and launched the sapphire ice point hair removal device, realizing clinic-level hair removal at home. These technological breakthroughs enabledUlike to successfully gain a foothold in the domestic market.
Image source:Ulike
As the product gradually gained traction in the domestic market,Ulike began to shift its strategic focus to overseas expansion.
BecauseEuropean and American consumers have a strong demand for hair removal, but at the time the market lacked home hair removal products that could guarantee results and provide a comfortable experience, this gaveUlikean opportunity. With its innovative ice point hair removal technology,it filled the market gap.
Thus,Ulikeofficially launched its globalization strategy in2019,deeply cultivating and deploying in overseas markets.
Image source:Ulike
TikTok Marketing: The Key Bridge from Seeding to Traffic Generation
For companies wanting to achieve results in overseas markets, a clear understanding of industry status is naturally essential.
Currently,the Web EC sector shows strong growth momentum, with the market size continuously expanding and development trending positively. Under this trend, many brands are leveraging TikTok for marketing and promotion, using content seeding to guide traffic to independent sites and complete the transaction loop.
Ulike adopted the same strategy when expanding overseas, making TikTok its core marketing platform and fully utilizing its "viral" dissemination characteristics to reach more target consumers, ultimately channeling traffic to its independent site and achieving a complete chain from content exposure to independent site conversion.
OnTikTok,Ulikehas established its own brand account@ulikeglobal, which has so far gained 280,400 followers and 1.8 million likes.
Image source:TikTok
In terms of content, the account's videos mainly focus on new product launches and seeding videos.
For example, when promoting the new generation hair removal deviceAir10, Ulike produced a 14-second short video. The video directly addresses user pain points and concisely showcases several highlights of the upgraded product, including dual lamps for greater effectiveness, a new mode for stubborn hair, and intelligent skin recognition for automatic power adjustment.
So far, this video has reached14.1 million views and 95,600 likes, with excellent data feedback.
It successfully attracted many loyal brand users to leave comments:“Very good, really amazing!” “I really need this.”
Image source:TikTok
In addition to carefully managing its own brand account,Ulike also actively collaborates with beauty and personal care influencers on TikTok,leveraging influencers'influence to reach different consumer circlesand drive sales through influencer endorsement.
TikTok beauty influencer @barbaracamilasandoval, with723,200 followers, filmed a genuine usage video forUlikebrand's hair removal device. The copy and content of this video are typical examples.
Image source:TikTok
First, regarding the video design, the influencer first uses a traditional razor on the left armpit, showing the problem of incomplete hair removal. Then, she usesUlike's hair removal device on the right armpit, fully presenting the easy hair removal process. This intuitive comparison highlights the product's performance and successfully attracts user attention.
To promote conversion, the influencer directly@Ulike official account in the video copy and includes an exclusive discount code "barbar100". This traffic generation method fully utilizes TikTok's social attributes; when users are seeded, they can click the link to purchase directly, forming a complete "seeding-traffic-conversion" loop.
Other companies expanding overseas can also followUlike's example by combining social media marketing with independent site sales, using precise content operations and traffic conversion to help build a complete overseas marketing system.
Image source:TikTok
Of course, on the account homepage,Ulikealso features its independent site link, so when users see an interestingTikTok video and want to make a purchase, they can click the link to go directly to the independent site, which is very convenient.
Image source:TikTok
Independent Site Operations: Retaining Users and Boosting Repeat Purchases
Of course, channeling traffic from TikTok to the independent site is just the first step. To retain users and boost repeat purchases, Ulike has also put a lot of thought into the design of its independent site.
On the homepage of the independent site,Ulikedirectly uses prominent fonts to remind all visitors that purchasing hair removal devices and other products through the independent site can enjoy up to40% discount + free gifts, which greatly helps conversion.
Image source:Ulike
On the site,Ulikehas also set up a real user sharing section, featuring genuine feedback from users in different regions after using the hair removal device, covering body parts such as armpits, face, abdomen, legs, and arms, for reference and comparison by potential buyers, which helps increase favorability and purchase confidence.
Image source:Ulike
In addition, to further boost user engagement,Ulikehas set up a'Witness the change' video sharing section on the independent site, featuring user-generated UGC content documenting their usage changes.
These consumer-createdUGC contents, by showing actual changes before and after use, echo the TikTok influencer promotional videos and strongly encourage potential users to make purchase decisions.
Image source:Ulike
Conclusion:Ulike's Tuke Inspiration
Ulike's successful Tuke proves a clear path: product innovation as the foundation, TikTok as the core traffic entry, and independent site as the conversion base, building a complete "content seeding-traffic conversion" loop.
Against the backdrop of rapid Web EC growth, this "social media traffic + independent site conversion" model has become the benchmark for brand Tuke today.
Once everyone masters this Tuke strategy, massive orders will surely be within reach! In the future, only brands that continue to cultivate product strength and traffic operations will win more growth in global competition.