Medicube is a leading South Korean clinical skin care company that caters to a wide variety of skin concerns. It focuses on providing skin-transforming solutions with clinically-backed beauty devices and skin care products. In order to stand out from other beauty and makeup brands, waymakrs implemented a strategic, long-term PR plan paralleled a sharp influencer marketing plan that would promote relevant products and cosmetics. By doing this, we not only wanted to create a complete sales cycle, but also boost awareness and popularity of Medicube devices and products among the U.S. audience.
Considering that Medicube was in the early stages of building brand awareness in the U.S., we built a strategic plan around establishing a concrete brand image in the market. Based on our findings of the American audience’s appreciation for real results, skin safety and health, we focused on the clinically-proven aspect of Medicube products and devices.
Our main strategy aimed to garner media coverage as well as to deliver campaigns that resonated with our audience. This meant delivering campaigns with personal and powerful impact on consumers, retailers, influencers, and dermatologists. In generating maximal coverage for its new launches, devices, and clinically-proven product quality, we focused our efforts around beauty award submissions, beauty box sampling (i.e. NewBeauty Luxury Box), and building relationships with top beauty editors.
Through ceaseless efforts of pitching newsworthy PR angles informed by trends, seeding products for authentic reviews, and quickly responding to promising opportunities, we secured a broadcast sponsorship on Lifestyle Today and gained valuable coverage from recognized media including Vogue, Cosmopolitan, NewBeauty, and more. Aligned on our goal to demonstrate the clinically-proven aspect of Medicube, we pursued partnerships with leading dermatologists and gained organic coverage that highlighted concrete results of Medicube’s products.
