BYOMA

The Objective

Disrupting GenZ skincare with a new brand

Introducing BYOMA, a new barrier care line from Future Beauty Labs, a disruptive skincare innovation house. BYOMA has revolutionized the skincare category shattering the status quo of over-treated and over-exfoliated skin. The collection focuses on restoring, repairing, and rebuilding the skin barrier with dermatologist approved, clinically proven formulas and groundbreaking proprietary barrier-health complex.

As a new brand launch, BYOMA's digital-first, strategic approach was heavily invested in TikTok with the objective of building a connected community with an engaged GenZ consumer to drive awareness and traffic to Target.com.

The Solution 

Igniting awareness via an always engaged TikTok partnership

Future Beauty Labs had seen success with their other brands and believed in a TikTok-first launch approach to reach their target customer quickly and effectively. TikTok partnered with BYOMA on the overall campaign strategy, with the brand becoming the first of their kind to launch on TikTok in such an explosive way.

Launched in February 2022, BYOMA's initial goal was to boost brand buzz and generate mass exposure. Executing a multi-phase, 90-day launch window, BYOMA combined paid media with original, organic and creator content. With a variety of In-Feed Ad formats, the paid campaign activated on multiple objectives in TikTok Ads Manager with disruptive, colorful and entertaining creative that focused on brand introduction.

BYOMA leveraged a video view objective for the first 30 days with an educational In-Feed ad that introduced the brand and its mission; to educate and empower everyone to make informed choices for their skin. To continue building awareness, the campaign pivoted to optimize for follower growth via a Community Interaction objective. Once awareness was generated and an engaged community was built, they layered on a sampling campaign to increase trial and grow demand with Lead Generation ads that promoted free samples of BYOMA's Barrier Boosting Moisturizing Gel Cream. Finally, unique retail versions of their In-Feed Ads highlighted availability at Target.

BYOMA invested in TikTok's creative best practices as they amplified their paid media engagement with creator partnerships. Upon launch, BYOMA independently sourced 25 of TikTok’s top creators from various sectors across lifestyle, beauty, and fashion to reach their target consumer in an authentic, unscripted way. The brand also showcased how accessible and approachable BYOMA is by partnering with a diverse range of creators across skin tones and skin types. Creators incorporated BYOMA into their daily skincare routines, spoke to ingredient benefits and showcased their results. All content drove to Target, BYOMA’s exclusive retail partner.

Creators also attended and captured content IRL at the BYOMA experiential bus activation at The Grove in LA that featured 1:1 skin consultations from a celebrity esthetician, AI-powered skin analyses, product demos with sampling, meet & greets with top TikTok creators and more!

The Results

Top performing skincare launch at Target

BYOMA proves that launching a brand on TikTok is not only viable but can be incredibly successful with a smart, strategic approach. In their case that was aligning organic content and ad products with key objectives. The opportunity to advertise to segmented target audiences with multiple videos and ad formats showcased major success in terms of engagement and reach as the campaign saw 147.6M video views during the 90-day launch period. BYOMA generated over 137K new followers in just over 3 months which was a 16.8x increase in followers from March 2022. The partnership also drove more efficient lead generation with ads seeing a 229% cheaper CPL and a CTR that outperformed industry average benchmarks by 117%.

One of the biggest requests in the beauty vertical is driving traffic and ultimately conversion. BYOMA's multi-pronged, always engaged TikTok strategy showcases the success of that model. Their launch via TikTok helped quickly catapult BYOMA to a top-performing skin care launch within Target. The campaign drove 500K clicks to Target.com between April and June, allowing BYOMA to surpass sales projections. The brand is seeing a 20% higher average basket size and 28.3% higher repurchase rate than other face care competitors at retail.

Moving forward, BYOMA plans to expand into conversion campaigns, while continuing to leverage Community Interaction campaigns as the brand builds rapid growth into new markets. In addition, BYOMA plans to pilot a TikTok brand ambassador program and just recently launched an in-store Target TikTok challenge, already garnering 2.5M hashtag views.

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