A Beachhead for
the US Amazon Market
Ayunche, a K-beauty haircare brand: a beachhead for US market entry and Amazon sales
K-beautyUS marketAmazonHaircare
01Task
- A K-haircare brand at the first stage of US market entry
- Drive traffic and trust to the Amazon selling page
- An unfamiliar brand that had to earn trust
02Insight
- US consumers judge an unfamiliar brand by expert proof
- In premium haircare, expertise drives purchase more than follower count
- Right before buying on Amazon, shoppers need a voice they trust
03Strategy
- Beachhead: micro and nano creators with genuine hair expertise
- Three stages: introduce, communicate efficacy, reinforce through repetition
- Teach usage as a step-by-step care routine, tied to the Amazon bundle
04Action
- Screened candidates in four rounds, incorporating brand feedback
- Contracted creators and seeded product
- Produced content after concept approval, with a review before posting
- Ran Instagram carousels, Reels and a TikTok series
05Result
- Expertise-led content went live on US channels
- Kept the brand message and hashtags consistent
- Secured a US creator pool and content assets for the next stage
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