Client
Tria Beauty
Industry
Beauty
Tags
Brand Management, Performance Marketing
Expanding Brand Awareness and Resonance through Localised Social, Search, and Influencer Campaigns
Introduction
Tria Beauty, a U.S.-based premium home-use laser device brand recognised across major global beauty markets, set out to assess its market potential in Korea - a region leading Asia’s beauty-tech adoption. While Tria’s products had earned recognition in the U.S. and Japan, the brand had yet to secure a foothold in Korea’s digitally competitive and influencer-driven skincare ecosystem.
expand k was chosen as Tria's partner for the breakthrough - thanks to our skill set and insights in paid social media, Naver search marketing, influencer activations, and localised creative production. The goal was to gauge market responsiveness, benchmark CPA performance, and shape the foundation for Tria’s full-scale launch strategy.
Challenges & Objectives
Korea’s beauty-tech market is driven by fast-moving trends, micro-influencer credibility, and high expectations for visual and linguistic localisation. For foreign beauty device brands, the challenge lies not only in achieving cost-efficient conversions but also in conveying premium positioning while resonating with local skincare culture.
The campaign objectives were: first, to generate measurable consumer awareness and performance benchmarks across Meta, Kakao, and Naver; and second, to localise brand communication through culturally adapted ad creatives and influencer storytelling. These insights would validate Tria’s product-market fit and guide its long-term localisation roadmap.
Activities
The campaign launched with localised ad creative production, translating and redesigning Meta and Kakao ad assets to align with Korean beauty visual standards. Parallel Naver keyword testing was implemented to identify high-performing search terms tied to “home laser hair removal,” “at-home skincare devices,” and related categories.
expand k also led influencer collaborations, selecting a mix of mid-tier lifestyle and beauty creators to produce authentic UGC-style reviews and before/after visuals. Content performance and audience sentiment were tracked in real-time through Looker Studio dashboards, enabling creative iteration and bid optimisation throughout the campaign cycle.
Results
The test campaign delivered clear validation of Korea’s market readiness for Tria’s core product line. Influencer-led creatives achieved high engagement and share rates across Meta and Kakao, while Naver keyword ads confirmed strong local search interest in home-use laser solutions.
expand k’s localisation-led approach transformed a short-term market test into a strategic insight framework - identifying optimal CPA targets, audience segments, and creative directions that informed Tria’s regional go-to-market plan. The project established the empirical foundation for Tria’s forthcoming full-scale entry into Korea’s premium beauty-tech sector.