The author found that in 2021, Y.O.U was selected by the Indonesian fashion media as one of the top ten most popular beauty brands of the year.

In 2022, Y.O.U received $40 million in Series C financing, and the cumulative financing amount has reached $70 million. In the four years since going overseas, with the market strategy of “high-density point coverage”, with 40,000 sales points deployed around the world, Y.O.U has become a leader in the beauty and skin care brand track in Southeast Asia.

Source : Y.O.U fficial website

1

As an integrated brand of color care in Southeast Asia, the Y.O.U brand belongs to PT HEBE BEAUTY STYLE. The registered company is Guangdong Haibei Rili Cosmetics Technology, which was established in 2018.

Compared with other make-up brands, Y.O.U has great advantages in logistics cost, R&D cost and supply chain, and the extremely low cost also makes it have a very competitive price, which is also the reason for YOU Beaut’s rapid rise in the Southeast Asian market.

Y.O.U’s business is mainly in Southeast Asian markets such as Indonesia, Malaysia, Thailand and the Philippines, providing a portfolio of products such as make-up, skin care, body care and beauty tools, etc., according to the needs of consumers in different markets.

According to data, as of August 2021, Y.O.U has developed more than 300 beauty products for women of different skin tones in Southeast Asia.

2

On several major social platforms, Y.O.U is more focused on Instragam and TikTok.

On Facebook, advertisements are mainly placed on a single account, and the frequency of article updates is not high. Mainly use photo and video ads with conversion tracking. Target ads to custom audiences and lookalike audiences based on audience insights on Facebook.

On Instragam, Y.O.U has multi-country matrix numbers for the needs of consumers in different countries and markets.

Its official main account @youbeauty_official has only 119,000 followers, while the Indonesian official account @youbeauty_idn has the largest number of fans, reaching 741,000, and it often broadcasts live streaming shopping.

Source: Facebook

Looking through the data of @youbeauty_idn, I found that the account has published 1608 posts, of which 25% are videos and 75% are photos.

The remaining accounts have followers ranging from 20,000 to 100,000.

Source: Instragam

Y.O.U also launched a #WatchUsGlow challenge on Instragam.

During the event, they asked participating users to hashtag #WatchUsGlow or #YOUBeautyPH, post selfies and tag @youbeauty_ph official account, and 3 female friends were also required to participate in the event.

Although the event only lasted for a few days, the number of users who participated in the topical challenge reached nearly 1,000, and the exposure reached millions, forming a certain influence in the Philippines.

Source: Ins

Since the second half of 2021, Y.O.U has shifted the focus of brand marketing to online, and has frequently leveraged TikTok to leverage the huge online traffic pool and open up growth space in the Southeast Asian market.

On TikTok, Y.O.U’s major matrix accounts are doing quite well, with more than 100,000 followers in different regions.

Source: TikTok

As the main target of the Indonesian market, the number of followers is as high as 650,000, and the exposure of several product topics is very high. For example, #youmakeups has 487 million views, #younoutriwear has 139 million views, and #youcolorland has 70 million views.

Source: TikTok

Knowing the advantages of high-traffic, high-interaction, and high-retention followers of the Hashtag challenge, Y.O.U is very good at doing various holiday marketing and new product launches on TikTok.

In late 2021, Y.O.U teamed up with its official TikTok sound marketing partner, Fuse Adventures in Audio, to conceive a “create a custom jingle” themed challenge for Christmas.

Ten top Filipino KOL influencers were invited to lead the event and displayed through the hashtag #GlowingXmaswithYOU. The event accumulated 461 million exposures, greatly expanding the influence of local brands.

Source: TikTok

On the Indonesian Ramadan Festival in April 2022, Y.O.U used TikTok to launch a #WouldYouLoveYou challenge, using the festival event to create brand influence with the topic of women’s empathy, and encourage every woman to be confident and grow.

According to relevant data, the topic has reached an astonishing 1.84 billion views, which made Y.O.U top the TikTok shopping list on the first day of the Ramadan promotion in April.

In addition to hashtag challenges, live streaming shoppping is also the main theme of Y.O.U’s marketing on TikTok. Because apart from e-commerce platforms, social apps that Southeast Asian users often use are also important platforms for live shopping promotion.

According to data, during the Double 12 promotion of the Southeast Asian e-commerce platform Shopee, the number of viewers on its live streaming shopping platform Shopee Live even reached 450 million.

3

Due to the large population base and young structure in Southeast Asia, its e-commerce industry is in the early stage of development, and the platform traffic dividend is large. In recent years, it has repeatedly become one of the markets for beauty brands to compete overseas.

But going overseas to Southeast Asia is no easy task, especially how to “localize” has become a problem that most brands have to face in their marketing.

Most of the beauty brands that go abroad to emerging markets basically use the brand combination of advertising + celebrity endorsement + head KOL to bring goods + online e-commerce to create brand influence in marketing.

On the other hand, Y.O.U rarely relies on KOL celebrities to sell products. Instead, it directly creates brand influence by finding the activity tone that fits the platform, combined with TikTok challenges of users’ interest points, and live shopping.

Source: TikTok

Channels and brands go both ways. In-depth distribution is carried out through strategic layout, and TikTok challenges are used to seize the minds of young users. This is the new model of Southeast Asia’s overseas market that the Y.O.U brand has handed over to everyone.