COXIR
850K Reach — K-Beauty Trend
K-Beauty trend campaign for COXIR on TikTok and Instagram — 3 creators showcased snail slime beauty products, generating 850K reach through authentic tutorials and product challenges.
COXIR is a South Korean K-Beauty brand specializing in innovative skincare products featuring snail mucin, collagen, and other nature-derived ingredients. Part of the booming Korean beauty wave, COXIR targets Gen Z consumers in the DACH region who discover beauty trends on TikTok before they hit mainstream retail shelves.
What Was the Problem?
K-Beauty was virtually unknown in the DACH market. Snail slime skincare sounds exotic — even off-putting — to European consumers unfamiliar with Korean beauty rituals. COXIR needed to build trust for niche ingredients through authentic creator voices rather than traditional advertising that would fall flat with skeptical Gen Z audiences.
How We Solved It
We deployed 3 beauty creators to produce authentic tutorial-style TikTok content — showing real application routines with snail mucin products. The challenge format ("Would you put snail slime on your face?") turned the ingredient's strangeness into a curiosity hook. Creators demonstrated results in their own skincare routines, building trust through transparency rather than claims.
Creator Casting
3 beauty creators (silanmakeup, nancybeauty, aykanalessia) with genuine skincare audiences — authentic voices for an unfamiliar ingredient.
Challenge-Format Content
"Would you put snail slime on your face?" — turning the ingredient's novelty into a curiosity-driven engagement hook.
Cross-Platform Posting
TikTok-first content repurposed for Instagram Reels — maximizing reach across both discovery platforms.
Community Building
Comment engagement and Q&A responses built a K-Beauty micro-community in the DACH region from scratch.
Campaign Material
K-Beauty on TikTok: the challenge format with unusual ingredients creates curiosity-driven engagement that outperforms traditional product reviews.
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