Emerging K-Beauty brand, Hanskin, was launching new key product lines into the saturated skincare space. Previously, the brand was seeing product placements that weren’t focused on hero skus or on new brands. The brand was looking to be able to differentiate its products against competitors. As a newer brand at large retail, Hanskin also wanted a communications plan that supported growth with specific retail partners.
Landing’s plan consisted on focusing on key hero skus, like the Hyaluron Skin Essence, and pushing the brand’s Vitamin C Glow line launch at ULTA.
As a result of Landing’s media efforts, Hanskin’s hero skus received recognition alongside winning competitor brands in Allure, Well + Good, Byrdie, Marie Claire, Glamour, and more. The Vitamin C Glow line was named an editor favorite by Allure several times over. Pitching and seeding efforts have consistently resulted in the Vitamin C Glow products to be featured as a top pick among media.
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