Dow reveals Asian beauty influencer engagement initiative

Dow has kicked off its first ever beauty influencer marketing initiative in Thailand as it seeks to transform customer engagement in the southeast Asian nation and beyond.

Ten Thailand beauty influencers recently attended the Dow Inspire Asia Beauty workshop in Bangkok.

At the KOL (key opinion leader) workshop, the influencers explored Dow's concept collections from Beauty Rebalanced 2.0 and Sustainable Hair Care collection kits firsthand.

They immersed themselves with prototype try-outs, capturing moments of discovery, crafting narratives through photos and videos with Dow's concept kits and photo wall.

Dow says it is one of the first cosmetic ingredient manufacturers to collaborate with influencers, transforming how it markets to customers and earning it thought-leadership status.

“Together with traditional marketing (Meta, Google ads and direct marketing), boosted with influencers’ marketing, Dow added a layer of authenticity to our brand and solutions with influencers sharing their experience on Instagram, Facebook and Tiktok,” said Dow Singapore personal care business communications lead Ang Yi Qin.

“Collectively, the ten influencers have nearly 1.4 million followers, Dow is able to reach 57,702 unique accounts and generate 26,436 engagements,” she added.

In addition, Dow held an OEM/ODM/Indie Brands Workshop at in-cosmetics Asia in Bangkok earlier this month.

Representatives from Thailand, Indonesia, Vietnam, Philippines, Malaysia, Singapore, Australia and Korea attended the workshop, which saw Dow's experts unveil innovative concepts, from waterless beauty to high naturality origin formulas and minimalist beauty.

“Influencers are part of our daily media and entertainment consumptions and they are followed by end-consumers and B2B customers alike,” said Ang Yi Qin.

“With an integrated promotions approach, Dow has generated brand awareness online and offline, drove direct engagement with distributors’ customers, drove traffic to workshops and the in-cosmetics Asia booth with leads generation,” she added.

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