In the summer of 2015, Perfect Corp retained Cindy Riccio Communications (CRC) to increase the number of user downloads and to gain strong recognition in the US for its beauty apps, YouCam Makeup and YouCam Perfect.
Based on client information, CRC crafted programming to reach the target user: Teenagers to Mothers aged 14-50 years old.
In order to raise awareness and drive users to YouCam Makeup, YouCam Perfect and YouCam Nails, we determined that it was best to focus on the apps’ advanced technology first, as it’s Perfect Corp’s competitive point of difference.
After carefully reviewing current beauty trends, understanding the Perfect Corp., target audience and knowing what our audiences respond to, CRC:
- Leveraged the popularity of seasonal stories and the attention media give to holidays by hosting themed end-user campaigns on YouCam Makeup, boasting trendy new looks and a corresponding contest
- Engaged top beauty influencers to partner with the most influential voices in the industry by working with them to sponsor and spread the word about campaigns
- Aligned with the most well-read beauty publications that connect with these influencers already by hosting content on Beauty Circle social media platform, leveraging its reputation to connect with followers
- Profiled Perfect Corp. CEO Alice Chang’s impressive background in the beauty and tech spaces, elevating her cache in being a woman in a male-tech driver category and connecting her leadership with bringing the beauty industry into the 21st century
HOW WE LEVERAGED THE POPULARITY OF SEASONAL STORIES
Using our expert knowledge to pinpoint that summer vacation season was the top time for selfies, we distributed a release over PR Newswire announcing YouCam Makeup and YouCam Perfect’s role. To build on this, we coordinated the apps’ participation in the “Summer Beauty 101” satellite media four hosted by Shape Beauty Director Cheryl Kramer Kaye.
We also immediately began reaching out to our press contacts to tell them all about these apps. For the past six months, our regular bombardment of news included:
- YouCam Makeup’s summer bridal looks and end-user campaign
- YouCam Perfect’s cutout feature update
- YouCam Makeup’s hair dye feature update
- YouCam Makeup’s Fall 2015 Fashion Week end-user looks and campaign
- YouCam Makeup’s Halloween end-user looks and campaign
- YouCam Makeup’s Holiday end-user looks and campaign
- com awarding YouCam Makeup and YouCam Perfect the 2015 “Best in Beauty Apps” Award
- InStyle and Clinique partnership with YouCam Makeup and Beauty Circle
- The launch of YouCam Nails
- YouCam Makeup’s achievement of reaching a landmark 50 million downloads on Google Play alone (the only makeup app to have every done so!)
HOW WE ENGAGED TOP BEAUTY INFLUENCERS
We put the apps right in front of the top influencers in the industry as well as the target audience by attending industry trade shows, including CosmoProf, BeautyCon LA and BeautyCon NYC, where we engaged with YouTubers known for their makeup tutorials, Instagrammers known for their Looks of the Day and other top voices in the space.
HOW WE ALIGNED WITH THE MOST WELL-READ BEAUTY PUBS
To share the Perfect Corp. story and put the apps’ uniquely advanced facial recognition technology front and center, CRC executed meetings with editors at the top consumer publications. These meetings included a detailed introduction to the apps with a demo, and a discussion about partnership opportunities on Beauty Circle and promoting the seasonal campaigns. To date, we’ve met with everyone from InStyle, Cosmopolitan and Teen Vogue to Glamour, Marie Claire and ELLE.
HOW WE PROFILED PERFECT CORP. CEO ALICE CHANG
When CEO Alice Chang visited NYC in September and December, we conducted outreach to secure press interviews for her to discuss her past and ambitious plans for the future. This included press meetings and exclusive interviews with InStyle, The Huffington Post, Cosmopolitan, GCI Magazine and SheKnows.
When Alice returned to Taipei, we continued our business pitching, perking the interest of business pubs, beauty trade press and consumer magazines for their own opportunity to hear Alice’s thoughts via email.
Meanwhile, we also regularly reached out to cosmetic brands to surprise and delight them with the opportunity to have their product colors coded into YouCam Makeup so that users could virtually try on the looks in real time.
SUCCESS IN DRIVING USER GROWTH
Just four months into our partnership, the total app downloads increased from 40 million to over 100 million worldwide, and growing by the day. At the same time, YouCam Makeup reached a landmark 50 million downloads on Google Play alone -- the only beauty app to boast the title and achieved in a record 15 months. Meanwhile the apps’ social media platforms grew by over 2,000 followers in six months.
All of this a result of the over 189 millionmediaimpressions we generated for the brand. Our “Summer Beauty 101” SMT alone resulted in over 11.2 million impressions to date, distributed and aired in over 22 markets.
SUCCESS IN ENGAGING TOP BEAUTY INFLUENCERS
In November 2015, we began a celebrity partnership with Modeliste magazine for their November issue with Zendaya on the cover to feature YouCam Makeup in the “Get The Cover Girl’s Look” spread. The magazine loved working with us so much that we’re continuing the partnered through 2016, coding each cover girl’s look into YouCam Makeup so that readers can simply tap their phones to instantly see what they’d look like with their makeup. So far, Zendaya and Rocky Barnes’ Modeliste looks have been coded in between the November and December issues…
SUCCESS IN ALIGNING WITH THE MOST WELL-READ BEAUTY PUBS
In September 2015, we signed on InStyle on Beauty Circle and coded Clinique’s makeup looks into YouCam Makeup as a part of the partnership. Due to our tireless outreach for a campaign sponsor, we secured a Fashion Week partnership with prominent influencer publication The Daily Front Row, including four feature articles and eBlasts as well as tickets awarded to the campaign winner to Spring 2016 New York Fashion Week. For the holidays, we partnered with the Grapevine influencer program to have the top beauty YouTubers spread the word about the looks and how YouCam Makeup can help you glam up for all those holiday parties.
We enticed ELLE, InStyle, Cosmopolitan, SELF, Glamour, Teen Vogue, Seventeen, PopSugar, Shape, More, Women’s Health, Family Circle and other top tier publications to meet with us to talk about joining Beauty Circle, sponsoring upcoming end-user campaigns and including YouCam Makeup in upcoming coverage. By positioning YouCam Makeup and YouCam Perfect as the top beauty apps, Examiner.com awarded the app the “Best in Beauty” mobile app award, Cosmopolitan featured YouCam Makeup in the much-anticipated November 50th anniversary issue with the Kardashians as one of the “Best New Time Sucks” and InStyle included YouCam Makeup in its “Get the Look” stories for Emma Roberts and Jessica Alba in partnership with makeup artist Lauren Andersen.
SUCCESS IN PROFILING PERFECT CORP. CEO ALICE CHANG
We secured features for CEO Alice Chang in CEW Beauty Insider, multiple issues of GCI Magazine, The Daily Front Row and SuperbCrew, with interviews and pending coverage with InStyle, The Huffington Post, SheKnows and Cosmopolitan.
Lastly, in December alone, Elizabeth Arden and Ardell lashes signed on to code their products into YouCam Makeup. These partnerships usher in the app’s official e-commerce capabilities, bringing ease of use and product accessibility to its ever-growing community of dedicated users.
It’s been quite the ride as we’ve achieved big things for Perfect Corp in 2015, and we’re excited to see all the many more big things to come in this New Year!