AXIS-Y, a South Korean skincare startup based in Seoul, shared various business growth techniques and how it thrived amid the COVID-19 pandemic. Earlier, AXIS-Y gained exposure and popularity through its TikTok page, accumulating more than 80 million views using its #axisy branded hashtag.
Established in 2019, AXIS-Y provides high-quality, prescriptive skincare products that accommodate customers’ skin changes depending on specific climates. After the pandemic outbreak in 2020, AXIS-Y successfully expanded its brand despite massive obstacles. Moreover, the environment inspired K-beauty company shared insights on how it organically achieved extensive support on competitive platforms, especially TikTok.
Flourishing in a Saturated Market
During the pandemic, worldwide morale dropped due to social restrictions and unprecedented challenges. Many consumers, including people with no skin concerns, also became more concerned about self-care, especially skincare. AXIS-Y’s brand mission and skincare commitment extensively support customers’ needs, advance its expansion, and create more growth opportunities.
AXIS-Y and K-beauty, in general, achieved a leading position in global markets since they met the demand for natural ingredient-based products and advanced skincare technologies. The skincare startup’s ‘611’ lineup and its innovative formula incorporate one core ingredient, six natural ingredients, and one patent technology. AXIS-Y’s 611 formula is also ideal for customers in Southeast Asia’s humid climates.
Demonstrating Community Support
Besides addressing consumer needs, AXIS-Y continuously demonstrates community commitment through numerous community campaigns. For instance, the company’s “5.5 Skincare Community Day” informs users regarding ideal skin pH levels.
AXIS-Y also actively interacts with customers through its official social media accounts, online surveys, and SNS channels. Thanks to ample follower interactions, AXIS-Y donated to the World Wildlife Fund, supporting the community’s ever-growing interest in environmental protection.
Furthermore, AXIS-Y utilizes its well-established fanbase relationship to enhance its brand image and better formulate products. Throughout this year, the company would develop new skincare product lineups with the community’s needs in mind. AXIS-Y would also partner with customers and give them a transparent view of its development processes.
Setting New Trends
AXIS-Y’s strategic social media utilization allows it to stay ahead of skincare trends. It also enabled it to sell more than one million units of its flagship product across 20 regions in three months. The skincare tech developer also regularly forms beneficial partnerships and actively consults consumers and skincare experts.
In addition to community interaction, AXIS-Y constantly looks for potential trends that would surely make impactful impressions to the public. These measures launched AXIS-Y’s innovative products at market forefronts, promoting customer-oriented and reliable solutions.
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