MAËLYS

The Objective

Laying the foundation for a high-impact TikTok Shop launch

MAËLYS is a beauty brand known for its body-targeting skincare solutions, formulated with clinically tested ingredients and a strong focus on performance. Since joining TikTok Shop, the brand has consistently seen strong results through content-led commerce.

For its latest launch—the Home & Travel Kit—MAËLYS set out to deepen its TikTok presence, reach new shoppers, and drive sales by participating in TikTok Shop’s New Arrivals Campaign. The goal was to turn a new product into a top performer by leveraging platform-native strategies, creator partnerships, and exclusive incentives.

The Solution

A TikTok-native launch strategy with high-impact amplification

To maximize performance during the New Arrivals Campaign, MAËLYS deployed a multi-layered approach focused on visibility, authenticity, and conversion:

1. Created buzz by Leveraging the The Golden Triangle approach

• Organic content drove authenticity and product familiarity through native storytelling.

• Paid media extended reach and sustained awareness across the funnel.

• Creator partnerships provided social proof and built trust by showcasing the product in real-life contexts.

2. Drove urgency with platform-exclusive incentives

A 30% TikTok Shop–exclusive discount was offered to consumers as a reason to act, amplified through in-app banners, creator content, and premium placements within the TikTok Shop interface.

3. Optimized for performance with Shop Ads

MAËLYS leveraged TikTok’s Shop Ads to target high-intent users, running ongoing A/B testing to identify top-performing creative formats and maximize conversions.

4. Extended brand presence with real-world presence

To elevate the campaign beyond the platform, MAËLYS activated a digital billboard in Times Square. This move amplified the product launch narrative and reinforced the brand’s leadership within the category—capturing attention and building brand equity in a high-profile moment.

The Results

A standout campaign that delivered across all key metrics

This integrated strategy delivered exceptional outcomes, turning a product launch into a performance breakthrough:

• #2 in GMV in the Personal Care category (5x increase vs. baseline)

• +115% increase in checkout rate (WoW)

• 87% of customers were first-time buyers (+20% vs. benchmark)

• 800% growth in total orders