Conserving Beauty

The Objective

Conserving Beauty is an Australian skincare brand that blends sustainability into its innovative beauty products. With proprietary technology used in their products like the exclusive InstaMelt™ Dissolving Fabric and nanoDOTE™ technology, they present a game-changing solution to the beauty industry prevalent with single-use plastics. To reach more users online, the brand started its profile on TikTok less than two years ago, aiming to engage their target audiences through educational yet relatable content. By pairing an organic content strategy with paid advertising during key campaigns, they sought to grow their community on the platform while building a long-term sales strategy around it.

The Solution

As a video-first, sound-on platform, audio plays an important part capturing the attention of TikTok users and increasing engagement on videos. Conserving Beauty frequently used relevant Trending Sounds in their videos, allowing the brand to ride on trends, entertain and connect with users better. Choosing from a wide variety of trending sounds that changes on the daily, from dialogues to popular songs snippets, brands can continuously seek inspiration to keep their content fresh. 

In addition, Conserving Beauty also uses Auto-captions to make their videos more accessible. Appearing as subtitles that are automatically transcribed and added to videos, auto-captions allow brands to quickly generate text during the editing process. This allows users who are hard of hearing or unable to listen to spoken sounds due to environmental conditions to be able to enjoy the same content, although users may also choose to turn captions off if they prefer.

Through optimising their content strategy and experimenting with various content styles such as behind-the-scenes, customer surprises, product results and lifestyle trends, Conserving Beauty has ensured that their content remains authentic to their brand and mission, helping them to grow a loyal following in the process. From recording snippets of their everyday experiences to featuring the brand’s founder and staffs in their videos, they establish a personality behind the brand on TikTok, making it approachable and easy for viewers to relate to them.

The Result

Through their journey on TikTok, Conserving Beauty has seen significant results, recording an average of 5,000 monthly web visits from TikTok organically, as well as gaining over 1.1 million ‘likes’ across their videos. More recently, a paid campaign in December 2023 also recorded an impressive 910% uplift in product sales. Having seen a steady success in just their first two years on the platform, they look forward to exploring more opportunities to TikTok as a platform and marketing tool to expand their brand into new markets and grow globally.