It's been a while... And the latest in K Beauty

by Stephanie Tsai


1.25 years after baby, I'm finally ready to revisit this blog. As a mom of TWO boys, I now approach life with a total focus on chaos & time management, deep sleep (earplugs) and a renewed dedication to self care. 

First up, this BLOG will get some new editorial love. I'm envisioning guest contributors, expert interviews, lots of insights on the intersection of beauty, lifestyle and PR. OR I could just think about these things while getting more sleep. Either way, I'm here now. 

This little pitch caught my eye today: Gold medal snowboarder Chloe Kim has now signed on as the North American Ambassador for LANEIGE, one of the leading Korean beauty lines that's also sold at Target. 

Influencer marketing is a buzzword that's getting a little stale. Used effectively, it can take little known brands out of obscurity. And if a brand gets lucky, selling out of inventory is also a possibility. But most of the time I wonder if the brands will ever recup their investment in sales. Branding aside, strategic alignments seem most impactful when multiple (or most) of the top influencers in the category are all #spon and posting about the same thing. The value of influencer alignments is mostly in awareness over actual sales (with a few exceptions, of course).

As for Chloe - I do love this partnership. She's a leader in her field. She's young. She's of Korean descent, but the leading AMERICAN athlete in her class, and her Instagram is well-edited. She's on the radar of Asian Americans, and millennials in general, and she's breaking down barriers.

Asian. Female. Snowboarder. And accessible.

Good job, LANEIGE. Looking forward to hearing more about the social media program that's at the heart of this partnership.


Insta-Coffee Beauty

by Stephanie Tsai


Guest post by Maral Hasanzadeh

Melbourne based communications agency, Willow and Blake has given their latest client a social personality that truly connects.  The product itself is quite good, but its the branding and social media presence that makes an impression (and contributes to sales). Frank’s Coffee Scrub is a body scrub packed with oils, minerals and antioxidants to not only moisturize, but to treat troubled areas such as stretch marks, psoriasis and acne. 

They took the brand name, personified it and transformed it into a "hot" adjective - establishing an immediate connection with its target audience through sexy Instagram visuals and clever copy. The hipster-appropriate packaging also adds to the brand image.

Frank's social media presence has garnered over 320k followers on Instagram, and has become an international sensation for those in-the-know.  Eager users upload their moments with Frank for a chance to be featured on the account. When you have a plethora of beautiful men and women flooding Frank’s feed with sultry poses and intimate backdrops, it's no wonder that everyone wants in on this unisex product.