357With the booming development of the "appearance economy," contact lenses have expanded from the medical device industry to the fields of personalized beauty and fashion trends. In particular, the popularity of colored contact lenses has attracted the attention of a large number of myopic patients and beauty enthusiasts.
However, domestic colored contact lens brands have not performed well in overseas markets, mainly limited to the North American student and Asian consumer markets.
However,TTDeyehas managed to stand out in this situation by directly targeting American consumers and creating colored contact lenses that cater to overseas aesthetics,achieving over 3 million orders, with direct traffic accounting for 39%, making it one of the largest colored contact lens brands in North America.
As we all know, colored contact lenses, as a consumable product, are known for their high repurchase rate and high profit, with repurchase rates often maintained between 30% and 50%.
According to data collected by TuKe, by 2023, the global colored contact lens market had successfully climbed to a scale of $4.69 billion, and is expected to continue expanding at a compound annual growth rate (CAGR) of 7.67%. The market is expected to further expand to $9.82 billion by 2033, indicating a very promising future development space.
TTDeye has seized this trend, standing out in overseas markets by utilizing the"product + marketing"model.
Image source: GlobeNewswire
In terms of products, TTDEYE has always been committed to creating colored contact lens designs based on European and American aesthetics. Since its establishment, it has presented consumers with more than 500 lens styles and a product line covering 15 color options.
Whether for daily wear, dates and parties, cosplay, or special occasions such as Halloween, consumers can find the perfect matching style to add highlights to various looks.
It is especially worth mentioning that TTDEYE's yearly disposable lenses lead with a huge SKU of 413 (Stock Keeping Unit), and are also the most popular and best-selling category among consumers.
Image source: TTDEYE official site
In addition, TTDEYE also uses advanced AR (Augmented Reality) technology, allowing consumers to easily try on various styles of colored contact lenses online. After users are satisfied with the try-on, they can directly jump to the shopping page to place an order. This process design effectively reduces user loss and improves the website's order conversion rate.
According to relevant reports, in just one week, the AR try-on technology attracted 700,000 users to experience it, and successfully helped achieve 3 million orders, bringing a lot of attention to the TTDEYE brand.
In terms of marketing, similar to the usual thinking of beauty brands, TTDEYE has built a diversified social media marketing matrix, with layouts on major social platforms such as TikTok and Instagram, promoting products through cooperation with social media influencers and leveraging their influence.
Based on TikTok's timeliness and communicability, TTDEYE's operational strategy on this platform pays great attention to detail and innovation. As of October 2024, TTDEYE's TikTok account has accumulated 895,900 followers and 7.1 million likes.
Image source: TikTok
The video content on TTDEYE's TikTok account is precisely controlled to around 10 seconds, with concise and attractive content. In the videos, the makeup effects in AR scenes are vivid and lifelike, interspersed with wonderful moments from many cosplayers, attracting a large audience, with many videos exceeding millions of views.
Image source: TikTok
At the same time, TTDEYE also carries out KOL influencer promotions on TikTok.
The TikTok hashtag #ttdeye has reached 140 million exposures, with a large amount of UGC content produced, strengthening brand awareness.
Moreover, TTDEYE has invested a lot of resources in cooperation with top influencers, hoping to leverage their influence to expand the market and attract potential consumers.
For example, top influencer @sassysoundsasmr, who has 6 million followers on TikTok, posted a review and promotional video about TTDEYE that received a great response and brought a lot of traffic to the brand.
On the Instagram platform, TTDEYE has carefully arranged multiple matrix accounts targeting different user groups, continuously delivering high-quality content. These accounts mainly share product recommendations, release new product information, push discount offers, and showcase user-generated content posts, which are well received by users.
Through TTDEYE's success, we can see that there are still many areas in the overseas market for domestic colored contact lens brands that have not been fully developed. With the continued prosperity of the colored contact lens market, more domestic brands will step onto the international stage in the future.
In this process, brands can learn from the successful experience of the beauty industry, create brand identities with "Oriental beauty" characteristics, thereby enhancing their differentiated competitiveness and achieving successful international expansion.
