Gloss Angeles Korean Beauty Trends and the World of White Labeling Products with Charlotte Cho
Jan 28, 2020
Esthetician and author Charlotte Cho discusses launching Soko Glam, the concept of 'Jeong' in skincare, white labeling, and upcoming beauty trends for 2020.
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Content-First Builds Loyal Customers
- Deep, helpful skincare content builds long-term customer loyalty even if it distracts from checkout.
- SokoGlam prioritized education and personalized consultations over quick sales to earn trust.
Soko House Pop-Up Tested Real Use
- SokoGlam opened a two-story pop-up called Soko House to let customers test curated products in real conditions.
- About 30% of visitors used the in-store 'Soko sanctuary' to try products on their faces before buying.
Build Purpose Into Brand Messaging
- Infuse brand purpose with meaningful cultural ideas to create emotional loyalty.
- Use that purpose in messaging to remind customers what matters beyond product efficacy.