I stumbled upon one of QUENCH Botanics’ social posts, and suddenly, the brand was everywhere I looked —which made me scroll through its Instagram to deconstruct its strategy…

which further led me to its first post dating back to May 15, 2021.

It's crazy to see how much the brand’s online presence has within a few years. Their follower count has blown up:

5K on July, 202150K in June, 202280K on September, 2022150K in November, 2022301K in December, 2023And 325K as of March 2024 while I’m editing my notes to share with you all… 

Now, let’s see how their Instagram moves to create the buzz around skincare lovers:

Social Strategy

Here’s the infographic version:

Posting Frequency

QUENCH has always been aggressive on their publishing schedule - 3 posts a day and even more on a few occasions. (Yes, I noticed it during my scrolling spree)

Content Pillars/ Content Focus

• Benefits

• Routines

• Skin Type

• Ingredients

• Skincare Tips

• Product Range

• Skincare Pitfalls

Content Formats

• Reels

• Illustrations

• Product shots

• Review reels

• Product shots with benefits & features

For every two static posts, there is a reel. 

Quench heavily relied on reels during their initial days to appease the Instagram algorithm, but now they've brought different formats to the mix.

Content Types

• X vs Y

• Listicles

• How to __

• Must haves

• Do’s and Don'ts

• Skincare routines

• Problem > Solution

Now, let's zoom in on QUENCH Botanics' content buckets:

Content Buckets

Informative 

Around 70% of their content is dedicated to educating customers about skincare - routines, tips, common mistakes, and knowledge about ingredients. 

The goal is to simplify skincare and guide people in using products effectively. They solve the common pain points for different customers as per their needs and desires, recommend the right products and tell them what to do in a simple easy-to-remember format. 

Entertaining & Filler 

QUENCH Botanics sprinkles in some entertaining and topical content every now and then to engage their followers with posts like:

• Signs as skincare

• Iconic skincare duos

• Halloween-trick the sun, Treat the skin

• Which shade are you?

• Favorite weekend combos

…but they keep the filler light, not letting it take over.

Promotional 

The brand uses the remaining portion for promotional efforts. They share high-resolution product shots, reels, and images to showcase their entire skincare range.

Several posts also show product features, benefits and ingredients to build authenticity and encourage sales. QUENCH Botanics occasionally runs giveaways to create excitement and interest around their products.

Influencer Collaborations 

QUENCH Botanics clearly understands that influencer & creator recommendations drive positive engagement, leading to increased sales and brand loyalty.

This is why the brand actively partners with fashion and beauty content creators and influencers to generate videos using the language their audience could connect with like mentioning Kareena Kapoor (the founder) and "viral Korean product".

They’ve also partnered with brands like SUGAR POP to expand Quench's visibility and reach a larger audience within the beauty and skincare industry.

Hashtags

The brand actively uses hashtags to increase their visibility.

Quench also has a special set of unique hashtags - #QuenchBotanics, #MadeinKorea, #QUENCHSkinclub, and #SimplifiedKoreanSkincare - which they use in almost every post. 

While hashtags may not have a direct impact on the metric; the right use of keywords can help in improving search results, visibility on feeds and building community. 

Community Building: #QuenchBotanics and #QUENCHSkinclub creates a squad of dedicated fans.

Wider Reach: #MadeinKorea and #SimplifiedKoreanSkincare pulls in a broader audience. Even those not following QUENCH might stumble upon their content.

Visual Aesthetics: 

• QUENCH has played around with colors and grid styles in the past to find their groove. Reels for every two static posts, creating a smooth, eye-pleasing and consistent grid. The pastel color scheme switches up every few days to keep things interesting.

• The design is minimalistic with simple illustrations, pastel color palette and bite-sized copy. 

• The Highlights section is a bit overcrowded with inconsistent thumbnails. 

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A FEW Other Things I Noticed:

Unsuccessful Product Hype

During one of their product launches, QUENCH tried building up excitement to increase demand. However, it seems they didn't quite follow through to the end..(they might have taken it to Stories). 

The problem? As I scrolled their main page, the product was MIA, leaving me puzzled and let down. 

To dodge confusion and disappointment for potential customers, it's best to showcase the product directly on the main page during launches. Keep it crystal clear for those scrolling by.

Repurposed Content

The brand repeats content topics and subjects often, presenting them in different ways so that new followers can . While repurposing content is common, a more diverse approach would keep things interesting.

No Topical Content

Quench doesn’t play around a lot with posts around trends, holidays, and topical events. Participating in such trends can boost engagement and keep the content fresh and relevant.

If I were to Manage Quench’s Socials, I would:

1. Add More Refreshing Content 

While Quench shares good info, we can get more creative. Now that the brand has a decent social following, we can slow down on the number of posts and share more creative stuff to connect better with customers.

• Highlight Reasons-to-buyExplain why people should buy QUENCH Botanics. Show off what makes it better. The Face Shop India does this well. For example:

  • Quench versus other Korean skincare products

  • How long does the Quench moisturizer last? 

  • Customer reviews

• Show the RopesTeach new and old customers how to use the products better for maximum value with tips like:

  • How to use skincare items.

  • Proper ways to store products.

  • What to do with empty containers.

  • How to reuse products if they expire.

2. Call People to Action

Use captions to keep it interactive and encourage direct engagement. Ask questions, get opinions, or share their experiences. 

3. Put Kareena Kapoor's Face Out There

Like K-Beauty, include Kareena Kapoor (the celebrity founder) as the brand’s face more. People like it, and it's our brand. Let’s show it off.

4. Hook Up with Other Brands 

Partner with other brands for contests and giveaways to expand our audience and reach. It's fun, and people love free stuff. Let’s get them excited.

Final Thoughts

QUENCH is crushing it in the skincare industry with their killer content. They've made a real splash in record time. And now that their ads are out, they're hitting an even bigger audience. 

While it’s all good, they can really amp things up by exploring more diverse, fresh content to deepen emotional connection with customers, boost sales, and make them stick around!

If you are a skincare brand looking for inspiration for educational content for your audience, Quench is the perfect place for you.