38In the past, we always thought that products like aromatherapy were hard to go viral through short videos, after all,"Scent" is something that cannot be smelled through the screen, and even the best fragrance cannot show one-tenth of its quality in front of a phone camera.
ButMavwicks Fragrances, a home fragrance brand, has broken this stereotype.
Image source:Mavwicks Fragrances
Before joiningTikTok Shop, Mavwicks Fragrances was just a small regional brand with annual sales of around $300,000 to $400,000. However, in the first year of fully embracing the TikTok ecosystem, its annual sales directly soared to $32 million. Not only did it rank in the Top 5 of TikTok Shop's home goods category in the US, but the cumulative sales of many individual products also exceeded 1 million units.
What trend did this brand exactly ride? A fragrance brand that"cannot be smelled" through the screen, how did it make foreigners go crazy buying through short videos and live streams?
Image source:growthsync
Affirming oneself is the first step to starting a new life
Mavwicks The birth of Fragrances carries a strong emotional undertone. In November 2020, founder Megan Reep in the United StatesTexasfounded the brand.
Like many entrepreneurs who started from scratch, the brand's origin was simply the kitchen table at home.Megan had experienced the dark period of postpartum depression. During those days, she drew strength by silently reciting 5 affirmations to herself every day.
To bring comfort to more women in distress,Megan decided to materialize this "healing power" and launched the famous Affirmation Candle Line.
Everysinglecandle is imbued with positive psychological cues, and the brand thus touts itself asan entity with a "social mission", committed to raising public awareness of maternal mental health issues.
Image source:Mavwicks Fragrances
On the product strength level,Mavwicks Fragrances has seized the consumer upgrade demand for 'clean beauty' in the North American market. Its products emphasize the use of non-toxic ingredients, clearly labeled as free of phthalates and parabens, adhering to vegan formulas and not conducting animal testing.
This is extremely attractive to American households with pets and children. At the same time, the brand adopts a matte contrasting color packaging design,invisually presents a high-end texture, but the pricing is very affordable. This kind of'affordable luxury' strategy greatly lowers consumers' decision-making threshold.
Source:Mavwicks Fragrances
TikTok Solution: Cracking the problem of 'smelling fragrance through the screen'
How tosell scentless aromatherapy on TikTok? Mavwicks Fragrances' answer: give up explaining the smell, instead sell scenarios and visual pleasure.
Specifically, theydid on TikTokthese severalthings:
1. Turn the influencer ecosystem into a 'sales army'
From a certain perspective,Mavwicks Fragrances is one of the earliest beneficiaries of the TikTok Shop Affiliate Network.
Data shows,the brand has accumulated over64,700influencers, and this part of sales accounts for49.74%, with the amount exceeding2323.05ten thousand US dollars。
Source:echotik
In terms of specific measures,Mavwicks Fragrances offers highly attractive commission rates to influencers of all sizes, attracting a massive number of creators to actively promote products. Their strategy is not to blindly pursue top-tier influencers, but to extensively collaborate with KOCs and ordinary users across various vertical fields.
to film themselves using in real lifeproductsscenes.
Image source:kalodata
Real examples prove it:
A user with only1.63万followerstail-endinfluencer@thedailydemi, whose promotional video's estimated sales rankedfirst, with video views reaching170万。
Another user with only1331名influencer@joshuasaintil_，sales of the bedding spray promotion reached2.89万美元, with video views reaching296.15万. The cost-effectiveness and conversion efficiency of mid-tier and tail-end influencers have been fully validated here.（All the above data are from the past30-day data）
Image source:kalodata
2. Scenario-based content marketing
Traditional images and text are hard to conveyThe abstract feeling of 'fragrance', but TikTok's short videos can.
In terms of content,Mavwicks Fragranceswillguide influencers to use vision and hearing to'synesthesia' of smell.
For example, in the video: with a crisp pouring sound, the blogger pours scented laundry detergent into the washing machine, then shows the fluffiness of the dried clothes; or after a tiring day, opens the aroma diffuser, as the mist rises, the blogger takes a deep breath.
These highly relatable life-scenario contents evoke strong emotional resonance in the audience, leading to purchases.
Image source:kalodata
3. Promotional 'Super Mega Live' and regular self-broadcasting
Besides relying on influencers,Mavwicks Fragrances' own official livestreams are also highly valuable.Theyalways maintain a very high frequency of broadcasting, keeping monthly25 to 50 hours of stable broadcast time.
In addition to daily broadcasts, theywillfrequently plan promotional livestreams (such asSummer Mega Live), and in the livestream room, use a combination of 'first release of new scents', 'limited-time flash sale discounts', and 'continuous lucky draws' to urge purchases.
In addition, the founder team will also appear in person, take the camera to tour the warehouse, respond in real time to consumers' urging for delivery or scent inquiries, turning the livestream room into an extremely efficient private domain fan interaction hub.
Image source:kalodata
The results brought by this strategy are quite intuitive. In the past30 days (May 24 to June 22),brandthe total transaction amount of the official brand account reached$77,000, of which live streaming contributed $71,400, accounting for over 92%.
Compared to the combined total of video commerce and showcase channels of only about$5,600 in transaction volume, live streaminghas clearly become one of the brand's core channels.Moreover, this high-density, highly interactive live streaming rhythm continues to bring algorithmic recommendations and long-tail benefits from organic traffic to the brand.
Of course,If other brands also want to try similar strategies but their internal teams temporarily lack experience, finding a partner familiar with cross-border live streaming operationspartnerto lend a hand is also a feasible shortcut.
Image source:kalodata
Conclusion
The story of Mavwicks Fragrances is essentially a story about 'how to reshape consumer goods with emotion and scene in an era of scarce attention'.
It proves that even non-standard products like fragrances, which heavily rely on sensory experiences, can still achieve on the short video track10 millionlevel of market size.
This may be the most worth pondering thing about going overseas at present，Product barriers are certainly important, but translating the productthe ability to 'translate' it for different markets may be more critical than the barriers themselves.
