COSRX Marketing Strategy 2024: A Case Study

COSRX, an international skincare brand, has gained recognition for its scientific approach to product development, offering effective solutions for various skin conditions. In a recent marketing campaign in Malaysia, COSRX implemented a strategic partnership with a local distributor and agency to promote their brand and expand their audience base. Throughout the campaign, COSRX utilized TikTok, a popular social media platform, to engage with their target audience and drive sales during a mega sale event. By leveraging the unique features of TikTok and collaborating with influencers, COSRX successfully captured the attention of consumers and positioned themselves as a leading skincare brand in the market.

Key Takeaways:

  • COSRX partnered with a local distributor and agency to promote their skincare brand through TikTok.
  • The marketing campaign focused on engaging with the target audience and driving sales during a mega sale event.
  • TikTok’s features, such as videos, collaborations with creators, and the TikTok Shop Shopping Centre, were utilized by COSRX to effectively engage with users and promote their products.
  • The campaign was successful in increasing brand visibility, capturing consumer interest, and driving sales.
  • COSRX’s strategic approach to marketing and brand promotion demonstrates their commitment to staying at the forefront of the skincare industry.

COSRX’s Approach to Brand Visibility

COSRX understands the significance of brand awareness in today’s competitive skincare market. To effectively increase brand visibility, COSRX has implemented a strategic social media marketing plan with a focus on leveraging popular platforms. One of the platforms they have chosen to prioritize is TikTok, a rapidly growing social media platform known for its engaging video content.

TikTok offers COSRX the perfect opportunity to engage with their target audience and increase brand awareness. The platform’s algorithm and vast user base allow COSRX to reach a wide range of consumers who are passionate about skincare. By creating compelling content and implementing a consistent social media marketing strategy, COSRX can establish a strong brand presence on TikTok.

To ensure maximum visibility and engagement, COSRX collaborates with affiliate creators who have a loyal following and expertise in skincare. These collaborations help to expand the reach of COSRX’s brand message, further increasing brand awareness and attracting new customers. By partnering with influencers and creators who align with their brand values, COSRX is able to tap into their followers’ trust and credibility.

In addition to influencer collaborations, COSRX regularly conducts live streams on TikTok. These live streams allow them to establish a direct connection with their audience, answer questions, and showcase their products in real-time. By providing valuable information and engaging in live interactions, COSRX builds a strong community of loyal customers and fans.

Furthermore, COSRX takes advantage of the TikTok Shop Shopping Centre feature, which allows users to discover and purchase products without leaving the app. By optimizing their presence on the TikTok Shop, COSRX makes it convenient for users to explore and buy their products, enhancing the overall shopping experience.

Overall, COSRX’s approach to brand visibility involves a strategic social media marketing plan that utilizes TikTok’s expansive reach and engagement capabilities. Through collaborations with affiliate creators, live streams, and leveraging the TikTok Shop Shopping Centre feature, COSRX effectively increases brand awareness, engages with their target audience, and drives sales.

Leveraging Product Shopping Ads on TikTok

During their 7.7 mega sale campaign, COSRX implemented an effective online advertising strategy by leveraging Product Shopping Ads (PSA) on TikTok. By utilizing the TikTok Shop Shopping Centre, COSRX aimed to enhance the visibility of their products and drive on-site purchases through the popular social media platform.

To optimize the success of their advertising efforts, COSRX focused on showcasing the most relevant products to the most relevant users. By tailoring their ads and ensuring they appeared to users browsing or searching for related products, COSRX maximized their reach and increased the likelihood of conversion.

Product Shopping Ads on TikTok provided COSRX with a unique opportunity to engage with their target audience in an immersive and seamless manner. By integrating these ads into the TikTok user experience, COSRX was able to capture the attention of potential customers and direct them towards making purchases through the TikTok app.

As an online advertising strategy, Product Shopping Ads on TikTok offered COSRX unparalleled access to a large user base actively exploring and discovering new products. By investing in this platform, COSRX positioned themselves in front of an engaged audience, increasing the likelihood of generating sales and driving long-term brand growth.

This image showcases the TikTok Shop Shopping Centre, where COSRX strategically placed their Product Shopping Ads to reach their target audience effectively. The center acts as a hub for users to browse and discover new products, making it an ideal space for COSRX to showcase their offerings.

Testing Bidding Strategies for Optimal Results

To achieve maximum campaign results, COSRX implemented and tested two different bidding strategies during their 7.7 mega sale campaign. These bidding strategies were designed to optimize their Return on Ad Spend (ROAS) and drive on-site purchases.

‘Maximize Gross Revenue’ Bidding Strategy

One of the bidding strategies employed by COSRX focused on maximizing gross merchandise value (GMV) using their campaign budget. This strategy aimed to generate the highest possible revenue from the campaign, regardless of the ROAS threshold. It allowed COSRX to prioritize driving sales volume and revenue during the mega sale event.

‘Control Minimum ROAS Threshold at 10x ROAS’ Bidding Strategy

The second bidding strategy tested by COSRX aimed to maximize GMV but with a higher focus on ROAS. This strategy set a minimum threshold of a 10x ROAS. COSRX would only maximize their GMV when the desired ROAS was met. This allowed them to maintain profitability and ensure that their ad spend was optimized for higher returns.

Through rigorous testing and continuous optimization, COSRX achieved remarkable results with these bidding strategies. They achieved an impressive 17.2x ROAS and a 30.9% on-site purchase rate during their 7.7 mega sale campaign. The combination of maximizing GMV and prioritizing ROAS helped COSRX drive significant revenue and increase their return on ad spend.

The testing of different bidding strategies allowed COSRX to analyze and understand the most effective approaches for their marketing campaigns. By leveraging data and insights, COSRX was able to make data-driven decisions that resulted in optimal campaign performance.

Overall Campaign Performance and Results

COSRX’s 7.7 mega sale campaign yielded impressive results, showcasing the brand’s growth and the effectiveness of their marketing strategy. The campaign achieved a remarkable Return on Ad Spend (ROAS) of 7.9x, demonstrating the significant impact of their promotional efforts. This success was further solidified by a noteworthy on-site purchase rate of 24.2%, indicating the campaign’s ability to drive conversions and generate sales.

Throughout the campaign, COSRX generated over 851K impressions, ensuring extensive visibility and reach among their target audience. Additionally, they received over 8K clicks to their Product Detail Pages (PDPs), indicating high interest and engagement with their offerings.

This campaign’s outstanding performance attests to the efficacy of leveraging TikTok as a platform for brand promotion. By utilizing this social media platform, COSRX was able to strengthen their connection and engagement with their audience, resulting in long-term brand growth and success.

COSRX’s Unique Selling Proposition

COSRX differentiates itself from other skincare brands by prioritizing simple ingredients and no-fuss formulas. With a focus on providing effective solutions for customers with specific skin concerns, COSRX products stand out in the market. By utilizing minimal ingredients and carefully formulated prescriptions, COSRX creates skincare products that cater to individual needs while promoting overall skin health.

By harnessing the power of nature and science, COSRX delivers skincare solutions that are free from unnecessary additives and potential irritants. The brand understands that in a crowded market, simplicity is key. That’s why COSRX products feature straightforward ingredient lists that prioritize the essentials, avoiding complicated formulations that may overwhelm the skin.

With their no-fuss formulas, COSRX products are designed to streamline skincare routines without compromising on effectiveness. By focusing on targeted ingredients and potent actives, COSRX caters to specific skin concerns with targeted solutions. Whether it’s addressing acne, hydration, or anti-aging, COSRX products deliver results through their thoughtful formulation.

COSRX’s commitment to simple ingredients and no-fuss formulas resonates with customers who prefer a straightforward approach to skincare. By providing products that offer visible results without unnecessary complexity, COSRX has earned a loyal following who appreciate the brand’s dedication to quality and efficacy.

Customer-Centric Approach to Product Development

COSRX understands the importance of prioritizing its customers and valuing their feedback. With a clear and simple approach to collecting and analyzing customer data from various sources, including social media platforms, COSRX ensures that its product development decisions are driven by data and customer insights.

By actively listening to the needs and preferences of their customers, COSRX can make informed decisions when developing new products and improving existing ones. This customer-centric approach allows them to address specific skincare concerns and deliver effective solutions that resonate with their target audience.

Data-Driven Decision Making

COSRX uses customer feedback to drive their product development process. They collect data from various sources, such as social media platforms, customer surveys, and online reviews, to gain valuable insights into customer preferences and trends.

By analyzing this data, COSRX can identify patterns and make data-driven decisions to enhance their product offerings. This approach ensures that their products align with customer needs and expectations, resulting in higher customer satisfaction and loyalty.

Utilizing Customer Feedback

Customer feedback is a crucial part of COSRX’s product development strategy. They actively encourage customers to share their experiences and opinions through social media, email surveys, and product reviews.

By leveraging customer feedback, COSRX gains valuable insights into what their customers love about their products and areas where improvements can be made. This allows them to iterate and refine their products based on real customer experiences, ensuring that every product meets the highest standards of quality and effectiveness.

Continual Improvement

COSRX believes in continuous improvement and uses customer feedback as a driving force behind their product development efforts. They see customer feedback as an opportunity to learn and grow, embracing constructive criticism and using it to refine their formulas and develop new products that better meet the needs of their customers.

By involving their customers in the product development process, COSRX fosters a sense of community and collaboration. This customer-centric approach not only leads to the creation of exceptional skincare products but also strengthens the bond between COSRX and its customers.

By prioritizing customer feedback and making data-driven decisions, COSRX remains at the forefront of the skincare industry. Their commitment to listening to their customers ensures that every product they create is tailored to the specific needs and preferences of their target audience.

Bestselling COSRX Products

COSRX offers a range of highly revered skincare products that have gained immense popularity and garnered exceptional customer reviews. These bestsellers have become go-to favorites for individuals seeking effective solutions for their skincare needs. Let’s take a closer look at some of COSRX’s top-selling products:

1. Acne Pimple Master Patch

The Acne Pimple Master Patch is a game-changer for those dealing with pesky blemishes. This innovation in skincare effectively targets pimples by creating a protective barrier that reduces inflammation and encourages faster healing. With its hydrocolloid technology, the Acne Pimple Master Patch is a favorite among customers struggling to combat acne.

2. Aloe Soothing Suncream

The Aloe Soothing Suncream offers superior UV protection while nourishing the skin with its hydrating formula. Infused with aloe vera extract, this suncream soothes and calms the skin, making it an ideal choice for individuals with sensitive skin. COSRX has prioritized the importance of both sun protection and skincare in this powerful product.

3. Low pH Good Morning Gel Cleanser

The Low pH Good Morning Gel Cleanser is a gentle yet effective cleanser formulated to remove impurities without stripping the skin of its natural moisture. Its low pH level ensures a balanced and healthy complexion, making it suitable for all skin types. This daily cleanser leaves the skin feeling refreshed and revitalized.

4. Snail Cream

The Snail Cream is formulated with snail mucin filtrate, renowned for its hydrating and regenerating properties. This cream helps improve the skin’s texture and appearance, reducing the appearance of fine lines and wrinkles. Customers praise its ability to nourish the skin and leave it looking supple and youthful.

5. Snail Essence

The Snail Essence takes skincare to a new level by harnessing the power of snail secretion filtrate. Packed with nutrients and antioxidants, this essence provides deep hydration and promotes skin repair. Customers rave about its ability to enhance skin elasticity and improve overall skin health.

Product Name Description
Acne Pimple Master Patch A game-changing solution for blemishes, reducing inflammation and promoting healing.
Aloe Soothing Suncream Provides UV protection while nourishing and soothing sensitive skin.
Low pH Good Morning Gel Cleanser A gentle cleanser that removes impurities without stripping the skin.
Snail Cream Hydrates and regenerates the skin, reducing the appearance of fine lines and wrinkles.
Snail Essence Deeply hydrates, repairs, and improves skin elasticity.

These COSRX bestselling products have earned the trust and loyalty of customers worldwide. Their powerful formulations and ability to deliver visible results have solidified COSRX’s position as a leading brand in the skincare market.

COSRX’s Social Media and Content Strategy

COSRX understands the significance of social media and content in engaging with their target audience while providing valuable information. Their strategy centers on influencer marketing and creating educational content that helps consumers navigate their skincare concerns more effectively.

One of the core elements of COSRX’s social media strategy is influencer marketing, which allows them to tap into the reach and influence of popular content creators. By collaborating with influencers in the beauty and skincare niche, COSRX can increase brand awareness and connect with new consumers who trust and value the opinions of these influencers.

In addition to influencer marketing, COSRX emphasizes the creation of educational content. They understand that the skincare industry can be overwhelming for consumers, with a multitude of products and conflicting advice. To address this, COSRX creates content that provides reliable and accurate information to help consumers make informed skincare choices.

Through blog posts, video tutorials, and social media posts, COSRX offers guidance on various skincare topics, such as understanding different skin types, identifying common skin concerns, and recommending appropriate products and routines. By providing educational content, COSRX aims to simplify skincare for their audience, reducing trial and error and empowering consumers to make confident decisions about their skincare journey.

By leveraging influencer marketing and educational content, COSRX positions themselves as a reliable resource in the skincare industry. Their approach focuses on engaging consumers, fostering trust, and helping individuals achieve their skincare goals effectively.

The Importance of Personalization in Skincare

When it comes to skincare, personalization is key. COSRX understands that consumers have specific skin concerns and needs, and they strive to provide tailored solutions. By focusing on solution-based skincare and developing products that target specific concerns, COSRX aims to enhance the skincare routines of their customers and provide effective solutions.

Personalized skincare allows individuals to address their unique concerns and achieve optimal results. Whether it’s acne, dryness, sensitivity, or signs of aging, COSRX offers a range of products that cater to specific skin concerns. By formulating products with carefully selected ingredients, COSRX ensures that each product is designed to address a particular issue.

One of the benefits of personalized skincare is that it allows individuals to create a skincare routine that is tailored to their needs. By understanding their specific concerns and selecting products accordingly, individuals can optimize their skincare regimen and see noticeable improvements in their skin.

For instance, if someone struggles with acne, COSRX offers targeted solutions such as their Acne Pimple Master Patch. These patches are designed to absorb impurities, reduce inflammation, and promote healing. By incorporating such products into their routine, individuals with acne-prone skin can effectively address their concerns and achieve a clearer complexion.

The Benefits of Personalized Skincare:

  • Caters to specific skin concerns
  • Allows for a tailored skincare routine
  • Optimizes results and improves skin condition
  • Addresses individual needs and preferences
  • Reduces trial and error in skincare
  • Promotes overall skin health

By offering personalized skincare solutions, COSRX empowers individuals to take control of their skincare journey. The brand recognizes that everyone’s skin is unique, and by addressing specific concerns, they can help individuals achieve their desired results. Through a combination of targeted products, expert formulation, and a commitment to quality, COSRX continues to be a trusted brand in the realm of personalized skincare.

Popular COSRX Products Targeted Skin Concerns
Acne Pimple Master Patch Acne and blemishes
Aloe Soothing Suncream Sun protection and hydration
Low pH Good Morning Gel Cleanser Gentle cleansing and pH balance
Snail Cream Moisturization and skin regeneration
Snail Essence Skin repair and hydration

The Future of COSRX

COSRX has ambitious plans for the future as they aim to expand their product offerings and increase their stockists. With a strong focus on catering to those with sensitive skin, COSRX intends to continue growing their brand and establishing themselves as an industry-leading skincare brand.

Recognizing the evolving trends in the skincare industry, COSRX acknowledges the increasing demand for personalized solutions. They are committed to curating products that meet the unique needs of their diverse customer base, ensuring that every individual can find the skincare products that work best for them.

Expanding Product Offerings

To meet the diverse needs of their customers, COSRX plans to expand their product range by introducing new and innovative skincare solutions. From targeted treatments to everyday essentials, COSRX aims to provide a comprehensive range of products that address various skin concerns.

Increasing Stockists

COSRX also plans to expand their presence and availability by partnering with more stockists. By forging partnerships with reputable retailers, both online and offline, COSRX can reach a wider audience and make their products more accessible to skincare enthusiasts around the world.

Commitment to Industry Growth

COSRX is dedicated to driving industry growth through innovation and excellence. They will continue to invest in research and development to formulate effective products that cater to evolving customer needs. By staying at the forefront of skincare advancements, COSRX aims to shape the future of the industry and contribute to its overall growth.


In conclusion, COSRX’s innovative marketing strategy, which includes leveraging TikTok and focusing on customer satisfaction, has proven to be highly effective in boosting brand awareness and driving sales. By utilizing TikTok as a key platform for engagement and visibility, COSRX has successfully expanded its audience base and connected with consumers in a meaningful way. Through collaborations with TikTok creators and the use of the TikTok Shop Shopping Centre, COSRX has been able to create a unique and interactive shopping experience for its customers.

Furthermore, COSRX’s emphasis on personalized skincare solutions and data-driven decision-making has cemented its position as a leading brand in the competitive skincare industry. By understanding the specific needs and concerns of their target audience, COSRX has created products that deliver effective results and cater to individual skincare routines. This customer-centric approach has fostered trust and loyalty among consumers, further strengthening COSRX’s brand reputation.

Looking ahead, COSRX is well-positioned for future growth and success in the market. With a continued focus on customer-centricity, continuous improvement, and expansion of product offerings, COSRX aims to solidify its position as an industry-leading skincare brand. By staying at the forefront of industry trends and evolving consumer needs, COSRX will continue to innovate and provide effective skincare solutions for years to come.


What is COSRX’s marketing strategy?

COSRX focuses on building brand awareness by leveraging social media platforms and utilizing influencer marketing to connect with their target audience.

How does COSRX increase brand visibility?

COSRX increases brand visibility by utilizing TikTok as a key channel to engage with their audience, collaborating with creators, and utilizing the TikTok Shop Shopping Centre feature.

How does COSRX utilize TikTok for advertising?

COSRX leverages Product Shopping Ads (PSA) on TikTok to increase the visibility of their products in the TikTok Shop Shopping Centre and drive on-site purchases through the app.

What bidding strategies did COSRX test?

COSRX tested two bidding strategies – ‘maximize gross revenue’ and ‘control minimum ROAS threshold at 10x ROAS’ – to maximize campaign results.

What were the results of COSRX’s 7.7 mega sale campaign?

COSRX’s 7.7 mega sale campaign recorded a 7.9x Return on Ad Spend (ROAS) and a 24.2% on-site purchase rate, generating over 851K impressions and 8K clicks to their Product Detail Pages (PDPs).

What sets COSRX apart from other skincare brands?

COSRX sets itself apart by focusing on simple ingredients and no-fuss formulas, providing effective skincare solutions for customers with specific skin concerns.

How does COSRX prioritize its customers?

COSRX prioritizes its customers by collecting and analyzing customer data, listening to their needs and preferences, and making data-driven decisions when developing new products.

What are some of COSRX’s bestselling products?

COSRX’s bestselling products include the Acne Pimple Master Patch, Aloe Soothing Suncream, Low pH Good Morning Gel Cleanser, Snail Cream, and Snail Essence.

What is COSRX’s social media and content strategy?

COSRX utilizes influencer marketing, creates educational content, and aims to be a reliable resource for skincare information to engage with their target audience.

How does COSRX prioritize personalization in skincare?

COSRX prioritizes personalization by developing products that cater to specific skin concerns and needs, enhancing their customers’ skincare routines.

What are COSRX’s future plans?

COSRX plans to expand their product offerings and stockists, aiming to become an industry-leading skincare brand for those with sensitive skin.

What has been the success of COSRX’s marketing strategy?

COSRX’s innovative marketing strategy, including leveraging TikTok and focusing on customer satisfaction, has proven successful in boosting brand awareness and driving sales.
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Editorial Team