Skincare for Real: Glowlabs' Strategy for Market Acquisition as a Newcomer in a Tight Market Competition
Amid rapid growth in the personal care industry, Glowlabs is here to steal the market's attention with a strong positioning and distinction strategy
Glowlabs is a newcomer skincare brand that was founded in 2020. In the midst of intense market competition, Glowlabs has managed to steal attention with its products that carry the Gentle Technology formulation. We see the potential of Glowlabs to grow bigger by combining the product's strengths and distinctive core ideas as skincare that emphasizes process over result. This is our strategy in bringing Glowlabs to stand out in the crowd despite being a newcomer.
CASE
"Glowlabs needs a go-to marketing strategy that can answer the risks and challenges of launching non-mainstream products"As a newcomer in the skincare industry, Glowlabs needs a strategy to survive. Our task at basicludo is to prepare a strategy so that Glowlab is not only ready for product launches, but also appears confident amid a hectic market. Glowlabs' products have advantages with gentle formulations that are safe and comfortable to use without causing irritation. However, the product alone is not enough. We want Glowlabs to grow as a brand-driven business instead of a product-driven business. For this reason, Glowlabs needs a strong brand story narrative in order to win the hearts of the market.
From here, we took steps to prepare the best go-to market strategy so that Glowlabs can distinguish itself from its competitors. We conducted a series of workshops to test and ensure Glowlabs' core ideas met the criteria to stand out in a saturated market. The narrative creation process is built by looking at Glowlabs products as the main resource. However, we faced a challenge when it came to choosing a product that would represent Glowlabs as a brand. The risks that arise need to be measured when Glowlabs chose a non-mainstream product as an activation step.
INSIGHT
"With the power of Gentle Technology, Glowlabs is here as a skincare brand that emphasizes process over result."Instead of being a product-driven business, Glowlabs is present in the market as a brand-driven business. We developed the Skincare for Real concept so that Glowblabs can appear as a brand that is more focused on customer safety and comfort. Here, Real is the embodiment of self-acceptance to everyone's different skin conditions. This is Glowlab's strength in stealing the market's attention, which has always focused on the ideal skin concept.
In terms of product distribution, apart from the B2C market, we are also expanding into the B2B market by establishing "Glowpreneur", a sales strategy that enables customers to become distribution agents to supply to various regions. Meanwhile, in terms of communication, we created the concept of "Glowhack", which uses skincare to overcome other problems besides skin problems. This concept answers the needs of customers who desire more benefits beyond the conventional.
The combination of all of these strategies will eventually form the perception that Glowlabs is a skincare brand that prioritizes skin health instead of the more popular quick-fix results by the competitors. Thus, Glowlabs can appear distinctive when activated, even though the products are non-mainstream, including the moisturizer.
RESULT
In less than 1 year, Glowlabs has succeeded in growing rapidly and becoming known as a brand that prioritizes skin health.After activating our strategy, in less than a year, Glowlabs managed to grow rapidly and gain more than 20k organic followers on social media. In the digital realm, Glowlabs has also succeeded in presenting itself as a brand that pays attention to the customer's skin health by normalizing the risk of irritation, rather than focusing on the future results.
Glowlabs has also managed to grow and become known as a skincare provider for healthy skin and "real" skin. As a brand, it is an achievement that Glowlabs has succeeded in growing market perception in accordance with the strategy that has been built. This can be seen from the way Glowlabs presents itself on social media through the content it produces. Apart from that, the market perception is also increasingly being built because of the communication strategy implemented through products that carry the Gentle Technology formulation.
More importantly, Glowlabs is able to manage its communication channels according to the strategy that has been designed with a minimalist team. We are very proud when Glowlabs as a brand has realized its potential. This enables Glowlabs to appear confident as a newcomer to the skincare industry.