322After years of continuous competition, domestic cosmetics brands have finally turned their attention to overseas markets. What no one expected was that the brand FOCALLURE had already established a firm foothold in overseas markets.
The pursuit of beauty has always been an innate ability of every woman,Focallure has firmly grasped the needs of contemporary women and achieved remarkable success in regions such as Southeast Asia, Russia, and Bangladesh.
Image source: FOCALLURE
Early Planning, Clear Market Positioning
Whenever going global is mentioned, Europe and America are almost the dream destinations for most companies. It seems that entering Europe and America is synonymous with brand premiumization, but is this really the case?
Unlike the “best of the best” consumer market structure in North America and Europe, emerging regions such as Southeast Asia are experiencing a market cultivation and development process from “nothing” to “something,” and then from “something” to “excellence.”
Focallure is obviously well aware that the rapidly rising market demand and the huge potential consumer base are enough to support most brands in achieving their growth goals.
Unlike domestic beauty brands such as Perfect Diary and Florasis,Focallure has focused on the Southeast Asian market since its inception and is committed to developing online channels.
Through mainstream platforms such as TikTok, Lazada, and Amazon, it quickly entered markets in Southeast Asia and Russia, and within less than a year of its establishment, became the number one online makeup brand in Russia, Singapore, Indonesia, and Vietnam.
Image source: Southeast Asia Cosmetics E-commerce Sales Report (Makeup, Nail category)
Seizing Traffic Opportunities, Building a Content E-commerce Stronghold
With the continuous rise of social e-commerce in Southeast Asia, TikTok has gradually become the mainstream platform,Focallure seized this opportunity, establishing marketing accounts in different regions and precisely targeting each market.
Facing the needs of the Indonesian market, Focallure made TikTok its main promotional channel. The Indonesian account @focallure.beauty currently has 2.7 million followers and has launched live-streaming sales, successfully creating a powerful brand matrix.
The account’s content is rich, almost updated daily, mainly posting unboxing videos of product trials, with a focus on showcasing product efficacy. A common approach is to guide the audience to experience product performance through before-and-after comparisons by ordinary users, thereby subtly planting the seed of interest.
Influencer Promotion, Targeted Marketing
Thanks to the fact that beauty products are already a hot topic on TikTok, Focallure’s promotion is very effective. More importantly, the brand has successfully driven widespread product publicity and promotion through cooperation with a large number of influencers.
Moreover, facing the situation of low per capita income and limited makeup consumption capacity in the Vietnamese market,Focallure chose to enter with a low-price strategy, taking a mass-market approach.
According to data from the third-party TikTok data analysis platform EchoTik, Focallure’s matte lip glaze ranked first in sales in the beauty category on TikTok Vietnam in the past 30 days, and fourth in the overall e-commerce ranking.
Image source: EchoTik
Behind these data, a total of 70 bloggers promoted this matte lip glaze for Focallure, publishing 429 videos and 89 live streams, with a cumulative view count of up to 2.4 million and an average conversion rate of about 0.17% per video.
This reflectsFocallure’s strategy of winning by quantity and achieving qualitative leaps, a playbook that has proven effective time and again in e-commerce.
On TikTok, the number of videos under the hashtags #focallurebeauty and #focallure exceeds 60,000 and 130,000 respectively.
It can be seen that winning by quantity is not just talk. The beauty market is fiercely competitive, with many rivals and unpredictable trends. Brands must constantly keep up with user interests to maintain sales.
From an obscure OEM factory to a beauty brand loved by young women, Focallure has forged its own path.
In the future, we look forward to seeing more and more brands follow the successful path that Focallure has already taken.
