502As global consumers continue to pursue personal image and quality of life, the beauty and personal care industry has ushered in a golden period of rapid development. In the European and American markets, due to relatively dense hair growth, hair removal has become a common beauty habit.
However, traditional hair removal methods such as depilatory creams and waxes have many inconveniences, and the market demand for more efficient and safer hair removal solutions is growing.
Looking at modern hair removal methods,the global hair removal device market had already reached $1.08383 billion in 2021, and is expected to grow at a compound annual growth rate of 8.6% during the forecast period.
The huge potential of this market has attracted many brands,Ulikeis one of them, and with its precise market positioning and innovative marketing strategies, it has become a leader in the field.
Image source: Google
The Rise of Ulike
Ulike was founded in 2013 and belongs toHangzhou Ulike Technology Co., Ltd., the first global brand under Ulike Group specializing in the field of optical beauty. With its deep cultivation in beauty technology, it quickly emerged in the domestic market.
The brand's core product—home IPL hair removal device—features its "Sapphire Ice Point" technology, promising users a painless and comfortable experience during hair removal, while ensuring long-lasting and efficient results.
The application of this innovative technology perfectly solves the pain points of traditional hair removal methods, so the product has been highly praised by consumers.
With the steady growth of domestic market share, Ulike has set its sights on the broader international market.
In 2019, Ulike officially launched its globalization strategy, a decision based on two considerations: first, a deep insight into global hair removal market demand; second, confidence in its own product competitiveness.
In the global market, especially in Europe and the United States, consumers have a more urgent need for hair removal, while the market lacks products that can provide efficient and comfortable experiences. Ulike's innovative technology happens to fill this market gap.
Social Media Marketing: Innovative Breakthroughs on TikTok
In the process of expanding into the global market, social media platform TikTok has become Ulike's main battlefield.
On this platform where young people gather, Ulike has deeply utilized short videos and live streaming sales to effectively promote its products and achieve the expected sales results.
Ulike's success on TikTok is mainly attributed to the following aspects:
1. Ulike fully utilized TikTok's hashtag feature.
On TikTok, the number of works under the hashtag #hairremoval has exceeded 200,000. People actively share their favorite hair removal products and their hair removal process. This strong before-and-after comparison attracts a large number of users and greatly increases Ulike's brand exposure.
2. Ulike insists on cooperating with various influencers to promote its products.
Whether it's top influencers with over 16 million followers or ordinary users with less than a thousand followers, Ulike tries to establish partnerships with them. Most of them are young women, mainly distributed in beauty & personal care and women's clothing categories. This strategy allows Ulike's products to reach various consumer groups and boost product sales.
For example, Ulike's collaboration with blogger @montserratmurillocz was very successful.
Although she has fewer than 30,000 followers, she mainly shares beauty and skincare routines. In her video promoting the Ulike hair removal device, she spent two and a half minutes demonstrating the process of using the Ulike laser hair removal device on her underarms and around her lips, describing the whole process as completely painless, very comfortable, and highly effective.
The estimated sales from this video reached 277, with an estimated GMV of nearly $70,000, making it a very successful collaboration.
Image source: EchoTik
3. Ulike also actively builds its own brand account for sales, bringing the brand closer to customers.
The store-linked account @ulikeofficial has been regularly updated, mainly posting product introductions and recommendation videos.
Currently on TikTok, searching for hair removal, many of the top results feature Ulike's brand recommendation and trial videos. Ulike's exclusive hashtag #Ulikehairremoval already has over 3,500 videos.
Image source: EchoTik
Multi-Channel Layout: Social Media Synergy
Ulike clearly recognizes the differences in characteristics and target user groups of each social media platform, so it implements targeted marketing strategies on different platforms.
On Instagram, Ulike mainly posts visually appealing new product showcases and videos of influencers using the products. These contents have successfully attracted 143,000 followers and match the platform's tone, increasing brand popularity.
On YouTube, Ulike mainly posts influencer review and comparison videos. Ulike leverages vertical KOLs, including popular science influencers and top beauty bloggers, to publish hair removal device science, usage tutorials, and hair removal reviews. These contents not only cover more vertical fan groups but also continuously spark topics, accumulating a large amount of exposure.
Global Strategy: Advancing Both Online and Offline
In addition to its layout on major social media, Ulike also values the construction and optimization of its independent website. The independent site attracts a large amount of organic traffic through SEO optimization and paid search ads. Its excellent user experience design and detailed product information further improve user conversion rates and enhance consumer trust and satisfaction.
On the e-commerce platform Amazon, Ulike quickly gained market recognition with precise product positioning and high-quality customer reviews. As the world's largest e-commerce platform, Amazon's strong logistics and after-sales service also provide convenience for Ulike's consumers, further driving brand sales growth.
Image source: Amazon
In addition, Ulike has also successfully entered Shopee, a well-known e-commerce platform in Southeast Asia, and achieved its first store sales explosion within six months of entry.
Moreover, Ulike's overseas strategy is not limited to online; it also recognizes the importance of offline physical stores in brand promotion and sales. Therefore, Ulike has opened offline experience stores in the United States, South Korea, Japan, and entered more than 1,000 high-end trendy stores and Sephora offline stores in China.
In Ulike's successful trajectory, it is not difficult to see that a brand's success is never accidental; "perseverance" is the synonym for success.
From Hangzhou to the world, Ulike has proven with strength that the brilliance of Chinese brands can not only illuminate the domestic market but also shine globally.
Looking to the future, we look forward to seeing more Chinese brands like Ulike steadily advance in the wave of globalization, establishing themselves with quality, achieving far-reaching success with innovation, telling China's story on the world stage, and showcasing Eastern wisdom!
