New York City-based Peach & Lily, a prominent K-beauty brand, has successfully executed a viral product launch for its new MiniProtein Exosome Bioactive Ampoule Serum, as exclusively revealed by founder Alicia Yoon to Inc. The innovative rollout leveraged an anonymous influencer strategy that significantly boosted engagement and website traffic. This approach underscores the brand's commitment to authentic product reviews and expert validation within the beauty industry.
The core of the viral campaign involved sending unmarked bottles of the new ampoule, along with an ingredients list and scientific notes, to a select group of 14 influencers. Peach & Lily did not initially pay these influencers, aiming for genuine, unbiased reviews of the mystery product. "We wanted them to freely review everything as much as needed before committing to partnering with us, still an anonymous brand to them at this point, so that the campaign reflects genuine interest and expert opinions," Yoon told Inc.
Following this initial phase, the company made its grand reveal by inviting over 60 influencers to a dinner event, officially unveiling the brand behind the mystery product. This multi-stage strategy proved highly effective, driving five times more engagement than Peach & Lily's previous campaigns. Additionally, the launch generated more than double the website traffic typically seen on their launch days, accumulating over 1 million social impressions.
Founded in 2012 by Alicia Yoon, Peach & Lily has been instrumental in popularizing Korean beauty in the United States, known for its focus on clean, effective, and gentle skincare solutions. The brand previously achieved significant viral success with its Glass Skin Refining Serum, which sparked the "glass skin" movement. Yoon, a Harvard Business School graduate and licensed aesthetician, has built the brand on a foundation of consumer education and high-quality formulations.
This recent viral launch further solidifies Peach & Lily's reputation for innovative marketing and product development. The strategy highlights a growing trend in influencer marketing, prioritizing authentic engagement over paid endorsements. The success of the MiniProtein Exosome Bioactive Ampoule Serum's launch positions the brand for continued growth and influence within the competitive skincare market.