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Skincare Brand Tula Activates “Always On” TikTok Strategy

Skincare Brand Tula Activates “Always On” TikTok Strategy

Romana Hai
Skincare Brand Tula Activates "Always On" TikTok Strategy

Skincare brand Tula is rethinking its TikTok strategy as the platform continues to evolve more into an entertainment destination.

The brand is looking to go beyond creating ads for customer acquisition by pursuing informative content creation initiatives as part of its “always-on” strategy.

Like many brands, Tula has experimented with TikTok in hopes of not only creating brand awareness but also converting more customers and, of course, creating viral TikTok videos. The brand’s approach has so far proven fruitful. Since 2021, the skincare brand has gained over 440,000 followers.

Looking ahead, Tula plans to continue its testing efforts in audience segmentation, create more content and collaborate with creators. Furthermore, the brand is looking to create videos that promote its “clean and clinically effective” messaging by featuring founder Dr. Roshini Raj and providing product information.

“After prioritizing exploration and follower acquisition on TikTok in 2021, we are working to unlock TikTok as a lower-funnel channel,” said Katey Hassan, vice president of brand marketing at Tula.

Today, not only is Tula seeing conversions from TikTok to its eCommerce site, but it is also seeing growth in foot traffic. Case in point: Many of the brand’s new customers visiting its partner stores such as Ulta Beauty and Sephora are using TikTok-specific discount codes.

As TikTok continues to offer brands more solutions, Tula plans to leverage the platform as a sales tool.

Just recently, Tula leaned in on one of TikTok’s latest offerings – a shopping pilot program that allows TikTok users to click on featured products found within in-app ads.

The news follows consumer goods giant Procter & Gamble’s move to acquire Tula Skincare for an undisclosed amount. In 2020, Tula’s earnings report revealed that the brand saw $150 million in net sales.

“We are really at an inflection point as a brand,” said Tula Chief Executive Officer Savannah Sachs, in January 2022.

Through the acquisition, Tula Skincare joins a portfolio of brands, including SK-II, First Aid Beauty, Farmacy Beauty, and hair care company, Ouai.

Tula Skincare was originally founded in 2014 by Dr. Roshini Raj, a practicing gastroenterologist. Since its launch, the brand has experienced explosive growth, becoming a direct-to-consumer (DTC) powerhouse, with about half of its sales coming from its DTC business. It has also been noted as one of the fastest-growing brands at Ulta Beauty.

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