Dr. Jart+
Using A/B testing to evaluate creative add-ons, Dr. Jart+ identified Product Highlight as the most effective format for boosting conversions and engagement on TikTok.
Inside the Creative Test That Verified a Korean Skincare Brand's TikTok Strategy
Objectives
Clarifying product messaging while improving engagement
Known for its science-backed skincare and distinctive visual identity, Dr. Jart+ places a strong emphasis on clear product communication and premium storytelling.
To better convey product and brand messages in an engaging format and to benchmark performance against existing creative add-ons, the Korean skincare brand adopted TikTok's Product Highlight feature as part of a structured A/B test.
The objective was to drive traffic and increase engagement through an A/B test comparing the Product Highlight add-on with the existing add-on, to identify which approach resonated most with audiences.
Solutions
Utilizing A/B testing to identify high-performing creative formats
The brand implemented a solution focused on driving traffic and boosting engagement through continuous A/B testing, allowing for clear and consistent comparisons between creative formats. The setup included a split test comparing Display and Product Highlights under a traffic objective, delivered through both In-Feed Ads and Spark Ads.
Campaigns combined upper and mid-funnel objectives, with a strong emphasis on interactive add-ons, particularly for premium product launches. Among the formats tested, Product Highlight emerged as the most effective, as it closely aligned with Dr. Jart+'s visual identity and brand standards. Other effects, such as Lucky Box, were less suitable due to limited customization options, including restricted color choices that did not fully support the brand's design requirements.
Results
Product Highlight drives standout performance improvements
The Product Highlight A/B test delivered exceptional results, demonstrating clear performance advantages over standard display formats.
Conversion more than doubled from 0.48% to 1.07%, while cost-per-click (CPC) dropped by 59%, significantly improving cost efficiency. In addition, the 6-second view-through rate (6s VTR) and engagement rate both recorded strong uplifts, reinforcing Product Highlight's ability to drive both attention and interaction.
These findings validate Product Highlight as a scalable solution for balancing conversion performance with engaging brand experiences on TikTok.
Following the success of this activation, Dr. Jart+'s parent company, ELC, is expanding the use of these new add-ons across other brands, including Tom Ford and Jo Malone, activating them across both premium and In-Feed campaigns to drive stronger performance and elevate product storytelling.
To learn more about TikTok's solutions, contact our team here.
The test was a fantastic opportunity to truly understand which interactive creative elements resonate most with our TikTok audience. Through close collaboration with the TikTok team, we were able to strategically evaluate different formats and identify Product Highlight as the most impactful driver of engagement and conversions. This partnership allowed us to make data-driven decisions with confidence and unlock even stronger performance for Dr. Jart+ on the platform.