Filipino brand Happy Skin has seamlessly transitioned from physical stores to having an online presence with its TikTok Shop. This brand is at the forefront when it comes to blending innovation with its skin-friendly products.
"Our partnership with TikTok Shop has allowed us to meet our customers where they are most active," said Jacqe Yuengtian-Guitierrez, CEO and Co-founder of Happy Skin. "Through live selling and targeted promotions, we have been able to create more meaningful connections with our audience, turning each interaction into an opportunity to showcase the value and quality of our products."
One of Happy Skin's success on TikTok Shop is its strategic use of Assortment Content and Empowerment (ACE) indicator system. By aligning its efforts with these indicators, the brand has effectively enhanced its digital strategy, leading to significant sales growth.
A perfect example was during the May 29-31 Payday sale, Happy Skin introduced notable discounts, including 50% off the bestselling Lip Mallow Tint and Lip Mallow Mousse. This promotion significantly contributed to the brand's gross merchandise value (GMV), and these products alone accounts for 81% of total sales. The Kiss and Bloom Water Lip and Cheek Tint, a favorite on TikTol, also saw a huge growth in customer engagement, achieving a product conversion rate of 5.81%. Over 22,200 units of Lip Mallow products were sold, illustrating the impact of targeted promotions on sales performance.
By leveraging on several multi-hour live streams and collaborating with the Multichannel Network (MCN) Vertical Megabeauty and top live affiliates, the brand has achieved a GMV per session that is 4.2 times higher than its usual performance.
"Our live streams have become a vital part of our strategy on TikTok Shop," added Yuengtian-Gutierrez. "By engaging with our customers in real-time, we're not just showcasing products, but we're building a dynamic community around our brand. This interactive format has driven significant increases in both engagement and sales, proving essential for a modern, digital-first shopping experience."
"TikTok Shop's ACE Indicator System was crucial in amplifying Happy Skin's campaign," said Granco Aligaen, Marketing Lead, TikTok Shop Philippines. "Through our advanced features like targeted ads and live selling, we were able to help the brand reach its audience more effectively, showcasing the potential for substantial growth on our platform."
Happy Skin's recent performance on TikTok Shop, including a 19.6x uplift during the 6.6 sale, underscores the brand's successful adaptation to digital platforms and its ability to drive substantial growth. The brand continues to explore innovative strategies to engage with customers and expand its reach, setting a benchmark for other beauty brands on TikTok Shop.
Aside from its business success, Happy Skin aims to make a social impact through the "Build a Classroom" program. This is in partnership with TikTok Shop and HOPE. For every purchase of Happy Skin on TikTok Shop, a portion of the sales will help fund a classroom construction in underserved communities.
"Our recent success with TikTok Shop underscores the platform's importance in our strategy," concluded Yuengtian-Gutierrez. "As we continue to innovate and expand, TikTok Shop remains integra; to maintaining our momentum in the beauty industry and amplify our efforts to give back to the community."
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