A 90-day launch that took a skincare brand into the top tier for share of voice
A young brand with no retail presence and no media relationships had to be seen and bought inside the same 90-day launch window.
230M
Launch-window impressions
¥48M
First-quarter GMV
+186%
Brand search index lift
4.9
Rating after 30 days
Before launch the brand owned nothing: no seeded posts, no creator relationships, no authority endorsements. With a limited budget, it had to establish both 'worth buying' and 'understands me' within 90 days — while hundreds of new skincare launches competed for the same attention every month.
「We were never short of ideas — we lacked an execution rhythm. NEWMOON put strategy, content and media on one sheet. We could never have built that internally.」
- 1
Re-defined the target: from 'women aged 25-35' down to '22-28-year-old professionals with damaged barriers' — a target the content could actually hit
- 2
Replaced polished shoots with 'real skin condition' documentaries, anchored by a recognisable visual signature (bottle reflections, cool night light)
- 3
Built a tiered creator matrix — headline for reach, mid-tier for seeding, real users for trust — and split budget 2:5:3
- 4
Used the AI content factory to triple daily short-video output, moving freed-up people onto deep RED notes
- 5
Built a conversion loop for launch week: skin-test quiz → ingredient livestream → member community
Within 90 days the launch delivered 230M impressions, a 186% lift in brand search, and ¥48M in first-quarter GMV at a 3.6–4.1 live-stream ROI. More importantly, the content identity and creator structure carried into Q2, lifting organic traffic share from 21% to 47%.