Kiehl’s has set a new standard for luxury skincare brands by leveraging the innovative tools of TikTok Shop during its Super Grand Opening campaign, which ran from September 18 to 20. The campaign, which included exclusive product bundles and engaging live-selling sessions, led to an astounding 2,000x performance increase compared to the previous week, showcasing the brand’s ability to blend traditional skincare prestige with cutting-edge digital innovation.
Redefining Skincare Retail with Digital Strategies
During the campaign, Kiehl’s offered exclusive product bundles with savings of up to 50% and optimized product pages, which were complemented by expert-led live-selling sessions featuring dermatologists and influencers. The standout performer of the campaign was the Micro-Dose Anti-Aging Retinol Serum, which demonstrated TikTok Shop’s capability to effectively spotlight premium products in a competitive digital landscape.
“We’re thrilled with the incredible results we’ve achieved on TikTok Shop, where we’ve been able to integrate Kiehl’s premium skincare expertise with the platform’s innovative features,” said Jizelle Chung, Head of eCommerce at Kiehl’s. “By leveraging exclusive bundles, live sessions, and engaging content, TikTok Shop has provided the perfect platform to elevate our products and set a new standard for luxury skincare in the digital space.”
Live Selling and Optimized Content Drive Unprecedented Growth
Kiehl’s success was largely fueled by its dynamic content strategies and focus on live selling. Pre-campaign videos built anticipation, while live sessions featuring affiliate creators maintained high engagement. A notable highlight was a live-stream collaboration with influencer GB Samson, which generated the highest Gross Merchandise Volume (GMV) during the campaign.
Live selling proved to be a major driver of Kiehl’s success, with GMV during live sessions increasing by an extraordinary 3,000x. This performance was further bolstered by strategic marketing initiatives, including in-person events with TikTok Shop affiliates and targeted ad campaigns that generated a significant return on ad spend (ROAS).
TikTok Shop’s Role in Brand Growth
Kiehl’s successful campaign highlights TikTok Shop’s mission to empower both established and emerging brands in the digital marketplace. By offering tools that allow brands to connect with new audiences and drive growth, TikTok Shop is fostering an environment where businesses of all sizes can engage with customers in innovative and meaningful ways.
“Kiehl’s success on TikTok Shop demonstrates how premium brands can seamlessly redefine the luxury skincare shopping experience through the platform’s advanced features,” said Franco Aligaen, Marketing Lead for TikTok Shop Philippines. “Through their product bundles and dynamic live sessions, Kiehl’s has raised the bar for luxury brands blending heritage with innovation, driving growth in an increasingly competitive market.”
As TikTok Shop continues to support global brands, Kiehl’s campaign serves as a prime example of how premium companies can succeed in the ever-evolving world of social commerce.
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