Kiehl's

The Objective

Kiehl's launched its TikTok Shop in Feb 2023 as a new sales channel to reach its consumers in Vietnam. The objective was simple - to drive incremental sales for the brand’s range of natural skincare products for face, hair, and body.

Kiehl's achieved sensational results by turning content into commerce seamlessly on TikTok Shop, achieving a massive uplift in ROAS, followers, and sales conversions in just one month. This established TikTok as a key sales channel for Kiehl's, and a valued partner the brand will continue to invest in.

The Solutions

Kiehl's adopted an integrated, holistic campaign strategy to create full-funnel success, and boost sales via TikTok Shop. They hosted 40 livestreams over 30 days to boost real-time engagement. Livestreams were further amplified with LIVE Shopping Ads and Video Shopping Ads, which directed beauty fans to the brand's live shopping experience. Once looped in, users could learn more about the products from the hosts who were either beauty creators or Kiehl's in-house expert.

The Results

An internal TikTok study suggests that 8 in 10 Vietnamese shoppers are video-first, and enjoy educational content delivered in a storytelling format. This was in line with Kiehl's content strategy to entertain and capture established Kiehl’s f fans and new users, throughout the customer journey.

Kiehl’s built hype via announcement video ads during pre-launch, and continued to drive consideration with educational content to highlight key product features. This was further boosted by creator partnerships that allowed Kiehl's to reach niche audiences and tap into new communities, and the result was an explosion in checkouts!

In it’s month, Kiehl’s became the number one premium beauty brand on TikTok Shop in Vietnam, becoming the most successful brand launch in terms of GMV.