Somethinc
A study on Somethinc’s sister brand, Glowinc, and their journey in breaking beauty industry boundaries by offering genderless skincare products at affordable price.
- 9.89% Average ER Generated
- 800K+ Views Generated
- 1200+ Products Sold
9.89%
Average ER Generated
800K+
Views Generated
1200+
Products Sold
Get To Know The Brand
Founded in 2019, Somethinc is one of the fastest-growing beauty companies in Indonesia. It is now known as one of the top players in today’s local beauty industry and has managed to amass more than 2 million social media followers. Somethinc’s sister brand, Glowinc, is breaking boundaries in the beauty industry by offering genderless skincare products at affordable prices.
Objective
- Introducing Glowinc and Somethinc as the affordable and a great skincare brand to the Audience
- Review Glowinc and Somethinc Products in entertaining and bite-sized format (short TikTok videos) for a soft sell and organic approach
Social Media Content
Top Performers
Somethinc CPUC Campaign
Top Performers
Glowinc CPUC Campaign
Learning
- KOLs used for these campaigns are able to deliver conversions for the products they promoted. It is proven that StyleDoubler’s KOL network is able to promote and sell Somethinc and Glowinc’s products.
- Glowinc needs more exposure, as it is a relatively new brand compared to its predecessor, Somethinc. To increase views and conversions, constant KOL promotion is needed.
- Both campaigns are widely received with an engagement rate of 5-10%, about three times higher than the benchmark rate of 3%.
Suggestions
- Total amount of sales (IDR 136,938,429) has amounted to the initial investment from both campaigns made by Somethinc & Glowinc.
- Content creation and CPUC are by far the most suitable campaigns for both Somethinc and Glowinc. Both brands are constantly delivering new products to the market, increasing the need for review content.
