DAMDAM Tokyo is a clean skincare brand inspired by Japanese culture and natural beauty. Founded in 2019 by Giselle Go and Philippe Terrien, DAMDAM Tokyo stands apart because it sources from regenerative farms and highlights hero ingredients like Shiso, also known as Japanese mint.
DAMDAM Tokyo’s line includes cleansers, serums, oils, and more. Its clean beauty products are safe for sensitive skin, vegan, and cruelty-free. By leveraging social media marketing, Bloom Ads helped DAMDAM Tokyo become a leading brand on Sephora.com.
The Challenge
DAMDAM Tokyo approached Bloom Ads to increase sales and awareness for its products on Sephora’s online store.
Skincare is a highly competitive industry. In 2023, the market for skincare products was estimated at $22 billion in the United States alone. Hydration products, such as the face creams and moisturizers sold by DAMDAM Tokyo, accounted for 43% of market revenue.
Skincare products are sold in a variety of commercial spaces, from big-box retail giants to bespoke boutiques. Sephora is one of the leading retailers in this category. Its website launched in 1999 and currently ranks as the company’s largest North American store. Sephora.com features a uniquely curated catalog of over 340 brands and 45,000 products.
Given this crowded landscape, how could DAMDAM Toyko rise above other brands on Sephora.com?
The Solution
For this challenge, we looked to social media. Although all demographics use skincare, Gen Z (people born between 1997 and 2012) is currently the largest purchasers of these products. 41% of young adults aged 18-25 buy skincare products.
This demographic also aligns with the heaviest use of social media. Bloom Ads recognized an opportunity for strategic ad placements on social media to drive clicks to DAMDAM Tokyo on Sephora.com. By targeting ads to shoppers whose social media activity already demonstrated an interest in clean skincare and beauty, we predicted a marked increase in brand awareness as well as sales.
Our research yielded several insights to justify focusing our social media marketing on two key platforms: TikTok and Meta.
TikTok
TikTok is a vibrant world of niche content and subcultures. “SkinTok” is one of the most prominent communities on the platform. This hashtag currently features over 543 million videos, which have received a staggering 2.6 billion collective views according to data from Google and Spate.
SkinTok is home to professional dermatologists and estheticians, beauty influencers, and everyday people looking for tips and product recommendations. While many trends come and go within this community, clean beauty is a dominant content category that’s here to stay. We knew DAMDAM Tokyo would be a hit among SkinTok clean beauty fans thanks to the brand’s dedication to pure, natural ingredients.
The Bloom Ads team utilized full-screen, immersive video placements to advertise to users on TikTok. These videos were shown, in-feed, to the SkinTok community and others. Each ad engaged with the younger Gen Z demographic and delivered medium-specific messaging.
In addition to the uniquely tailored brand messaging, we leveraged TikTok’s social-first ethos to generate demand and encourage participation in DAMDAM Tokyo as a lifestyle movement. Each TikTok video ad drove sales for DAMDAM Tokyo on Sephora.com.
Bloom Ads’ TikTok ad campaign also raised brand awareness. DAMDAM Tokyo’s official TikTok currently has over 29,000 “Likes” on the platform and its reputation continues to grow.
Meta
For the second pillar of our paid media campaign, we turned to Meta Ads. Meta Ads is one of the most powerful platforms for social media marketing. Meta Ads includes Facebook and Instagram, which both have an older user demographic compared to TikTok. This enabled Bloom Ads to capture our full target audience for DAMDAM Tokyo.
Asset diversification is one of the advantages to marketing on Meta Ads. Whereas TikTok is primarily full-frame video, the Meta platform supports a wide range of different creative assets. Our team created ad placements for the client that used videos, carousel posts, and single static images.
Bloom Ads utilized Meta’s native tools for A/B testing, audience segmentation, and other key optimizations. We then streamlined the campaign with ad content specifically tailored for each placement on Facebook and Instagram. This strategy effectively targeted the best customers for DAMDAM Tokyo. We drove users down the funnel to purchase and further boosted reach.
The Result
Our campaign for DAMDAM Tokyo succeeded 151% above projections. We saw a 235% increase in clicks and a dramatic rise in reach by 361%. Thanks to our social media marketing strategy, sales of DAMDAM Toyko products on Sephora.com increased by 26%.
Conclusion
Effective social media advertising in the skincare industry may seem daunting. However, by utilizing strategic insights about the TikTok community and Meta Ads platform, Bloom Ads helped DAMDAM Tokyo outshine the competition. Our efforts boosted both awareness and sales.
Want to give your brand a “glow up”? Bloom Ads is happy to help. Contact us today and learn how our team can optimize your next online advertising campaign.
