Lacking of brand reputation, high-priced products difficult to sell, industry restricted by policy issues, and never built a TikTok Shop store? Let's explore how UpBase helps the ASTALIFT brand overcome challenges, leverage strengths to increase revenue from zero on TikTok Shop, and rise to the Top 6 in the Health & Beauty industry in just 2 months!
About ASTALIFT
ASTALIFT is a brand under the Fujifilm Corporation based in Japan. Fujifilm utilizes four advanced technologies from the world of photography in their ASTALIFT skincare products, particularly Nano-technology and anti-oxidation technology. With a mission to empower women worldwide to feel confident, waking up every morning to deeply restored, healthy, and radiant skin.
Why would a photography-centric company like Fujifilm venture into skincare? Photography is the art of capturing light and the impact of radiation energy on a sensitive surface. Similarly, for photography, light shapes beautiful skin. To achieve beautiful skin, it is essential to control the color and angle of light hitting the skin surface. ASTALIFT's basic makeup line uses light analysis and control technology developed by Fujifilm in the field of photography.
Fujifilm employs four advanced technologies from the world of photography in ASTALIFT skincare products:
- Nano-technology:
Fujifilm successfully applies its exclusive nano-technology developed in the field of photography to nano-size effective skincare ingredients, combining them in a stable and highly concentrated form. Nano-sized particles of skincare components penetrate deep into the stratum corneum, yielding faster and more reliable results. - Collagen Extraction Technology for Photography:
Fujifilm extracts collagen only once for the highest purity, ensuring optimal absorption when applied to ASTALIFT skincare products for our skin and body. - Anti-oxidation Technology:
Both the fading of photos and the aging of the skin result from the oxidation process due to exposure to UV rays. Fujifilm's expertise in anti-oxidation technology is derived from research accumulated from a database of 4,000 anti-oxidant components. Fujifilm uses anti-oxidation technology to prevent photo fading and applies it to the skincare components of Astalift. - Color Control and Light Analysis Technology:
The key to achieving vibrant colors in photos is similar to the secret to achieving beautiful skin => the need to control light. Fujifilm successfully applies perfected optical analysis and control technologies from the field of photography to the makeup industry.
What makes ASTALIFT's Collagen Drink special?
STALIFT's Collagen Drink White Shield, consumed in the morning, provides the following supplements:
- Collagen: Enhances skin elasticity.
- Astaxanthin: Protects cells from damage and improves immune system function.
- Vitamin C: Whitens the skin from within and boosts overall body immunity.
- N-Acetylglucosamine (NAG): Reduces joint stiffness and pain, protects the gastric and intestinal mucosa, and diminishes dark spots on the skin caused by sun exposure and aging.
ASTALIFT's Collagen Anti-Aging Drink Pure 10,000mg, consumed at night, serves to provide:
- Vitamin C: Supports skin whitening and reduces dark spots.
- Ornithine: Supplements nutrition and addresses deficiencies or imbalances in the diet.
- Ceramide: Creates a protective barrier for the skin against environmental influences.
The challenges of this brand in e-commerce.
In addition to the strengths stemming from being part of the renowned Fujifilm Corporation in Japan and establishing a certain reputation in the Land of the Rising Sun, this brand also faces several challenges when trying to capture market share in Vietnam through the TikTok Shop platform.
ASTALIFT had not previously expanded on the TikTok Shop platform before engaging with UpBase and had not built a brand presence on TikTok. ASTALIFT's products belong to the high-end segment with a very high Average Order Value (AOV) per product (averaging 1 million VND/item). Being a relatively unfamiliar brand with a high price point may make consumers hesitant and raise doubts about whether the product quality justifies the cost. Reaching customers in the high-end segment on TikTok also poses difficulties.
Furthermore, ASTALIFT's Collagen products fall into the category of dietary supplements, which are challenging to sell and promote on TikTok due to potential content restrictions and limitations imposed by the platform's policies. Additionally, for dietary supplement products, viewers tend to be more cautious and hesitant to trust and make a purchase.
UpBase solutions for ASTALIFT
The UpBase team thoroughly researched the market, analyzed, and leveraged the strengths of the ASTALIFT brand/image. Based on this, UpBase developed an operational strategy incorporating various solutions such as Booking, Livestream, and short video ads to strengthen branding while simultaneously driving conversions and revenue growth on the TikTok platform.
Criteria for selecting KOC/KOL:
With a strategy focused on two main products, the red and white collagen drinks, targeting high-end customers, UpBase has proceeded to select and book KOL/KOC based on the following criteria:
Data:
GPM/Revenue/Conversion
Age suitable for the brand's target customers (22-35)
Gender aligning with the brand's target customers (Female, some beauty KOLs within the LGBT community)
Channel:
Specialized in the health and beauty field
Good interaction with viewers
Strong content creation skills, stable video quality meeting standards
KOC/KOL style aligns with the brand's image
Content booking directions
The booked videos will focus on emphasizing the key selling points of the products, including:
USP of the red collagen line:
10,000mg of nano-hydrolyzed collagen extracted only once
Top-rated collagen in Japan
Sugar-free, calorie-free, and preservative-free
USP of the white collagen line:
Supports skin whitening, brightening, and even skin tone
Provides UV protection for the skin from within the body
The deployment stages
Phase 1: Booking short videos and livestreams on Astalift's TikTok channel
In October, the UpBase team carried out short video bookings with some KOCs such as @reviewallthing, @myummines, and aired a total of 4 KOC clips, combined with 1 video and 7 live sessions on Astalift's official TikTok channel. The purpose was to kickstart and support activities in the subsequent stages, not necessarily focusing heavily on branding at this point. Given the quantity and frequency of video airing and live sessions, UpBase decided to concentrate solely on the red Collagen product.
Phase 2: Booking KOL video + live add in KOL Trinh Meo
In November, UpBase continued to reach out to numerous KOCs for airing more clips and booked additional prominent KOLs. In this stage, UpBase aired a total of 13 videos, comprising 2 KOL videos and 11 KOC videos, along with 1 video on the Astalift channel. With this number of videos, UpBase assisted Astalift in increasing coverage and brand recognition on the TikTok platform, featuring the two key products, White Collagen and Red Collagen.
Not only did UpBase air videos, but they also ran ads for both KOC and channel videos and conducted live channel ads to enhance reach and conversion effectiveness.
During this stage, UpBase conducted a total of 48 livestream sessions on the Astalift channel, featuring KOC live sessions and sessions with 2 KOLs, Trinh Meow (GMV 125 million VND/4 sessions) and An Phương (GMV 25 million VND/session).
Phase 3: Collabs with Hannah Olala - Top Beauty Blogger in Vietnam
Hannah Olala is a top KOL, beauty blogger, and leading TikTok content creator in Vietnam specializing in health and beauty. She has a dedicated fan base and attracts followers aged 20-35. UpBase collaborated with Hannah Olala for livestream sessions on her channel, offering a series of exclusive deals. When UpBase collaborates with KOLs like Hannah Olala and Trinh Meow, the team designs specific programs for each livestream session of the KOL. The live sessions are scheduled during prime hours and focus on trending products.
Thanks to these KOL livestream sessions, UpBase successfully helped the Astalift brand reach a high-end customer segment and enhance the brand's credibility.
Final result of UpBase's campaign
After implementing promotional activities across three stages, UpBase and Astalift achieved impressive results:
- November campaign daily revenue increased by 30 times compared to regular days
- 235,700 product views
- 8,000 product interactions
- Order quantity increased by 20 times
- Click-through rate (CTR) increased by 10 times
Would you like to achieve success in e-commerce with UpBase? Contact us for collaboration: https://upbase.vn/contact/
