When you think of Korean skincare, it’s hard not to think about The Face Shop, a brand that has won the hearts of Indian skincare enthusiasts with its amazing products. I won’t be exaggerating if I say it has been the brand that has started the skincare journey of many. 

But how do they keep their customers engaged, sell more, and build brand loyalty on social media? Let's take a look.

*This analysis is from June 2023 to November 2023.   

Social Strategy

Overall Theme

Face Shop’s Instagram strategically aims to both retain existing customers and drive new sales.  The brand’s USP (unique value proposition), using technology with natural ingredients to create highest quality skincare products, clearly reflects throughout their content.

Key Profile Features

• Posting Frequency:  3-5x a week

• Visuals: Clean aesthetics with minimalistic illustrations and pastel colors

• Linktree link: Featuring top products, exclusive offers, and direct purchase options on ecommerce platforms.

• Prominent Hashtags: #BeginVegan #DoubleThePorefaction #GlowHealthy #BFFYourSPF

• On-trend music: Keeps up with algorithms with viral music on reels

Content Breakdown

Content Pillars/ Content Focus

• Vegan

• Science

• Benefits

• Skincare 

• Ingredients

Content Formats

• Memes

• Carousels

• Product Shots

• Product Reels

Content Types

• Checklists

• Do’s & Don'ts

• Mistakes to avoid

• Skincare routines

• Face Shop vs. Others

• Tests & Experiments

• Why use X product? 

• Tips, Hacks & Routines

Content Buckets

Educational / Informational

The Face Shop India shares helpful content on skincare and talks to different skin types addressing the common concerns and desires of their audience. Their approach spans both generic and product-specific solutions, supporting their audience throughout their skincare journey — from generic-solutions to product recommendations to  usage. 

They create static posts & videos with bite-sized copy and engaging visuals that are easy to watch, understand, save and remember.

Major topics include ingredient information, product benefits, treatments, routines, why use  x product, and solving for x concern. Some content includes:

• Ingredients that work

• 10 minute skincare routine

• Dry vs oily skin routine

• 3 ways to use toner

• Best time for active ingredients to work

• Soft lips hacks

Product-Focused Content 

The Face Shop goes beyond superficial product promotion. Instead of just saying "Buy This," they show why theirs are worth buying, giving consumers the reasons to trust the brand and stay true to it.

Their product-oriented content is all about why buy from The Face Shop? They share the science behind their products, run experiments, compare it with other products and share real-life results to help customers decide quickly and wisely. 

This is the most impressive content on its page. The honest and evidence-based approach sets The Face Shop apart from other brands, earning them trust and loyalty. It's something other brands can definitely learn from.

Some content include:

• Patch test

• Hydration test

• Our vs other exfoliators

• How many pumps does the product last?

• Does our sunscreen pass the UV test?

Promotional

Face Shop understands the need to showcase their products while maintaining a balanced approach. They regularly share high-quality images and reels from their inventory, making people stop scroll, look and click. 

• New launches

• Affordable offers like skincare under 999

• Trial kits such as the '3-step vegan trial kit' 

• Best-selling products like the No.1 Cleansing duo

Face Shop frequently hosts contests and giveaways, especially during holidays, to boost engagement and reward their loyal followers. These initiatives entice customers to participate and potentially win rewards.

• 5K follower Giveaway

• B1G1 sale

• Nykaa Freepass contest 

• Build your combo contest

• Christmas contest

Fun & Interactive

The brand shares relatable memes and topical content that address common skincare frustrations, ensuring their content is highly shareable. They also capitalize on moment marketing opportunities to stay current and attract attention. The brand encourages conversation with the followers through posts like "guess the product" or "comment <3 if you..." These initiatives not only encourage participation but also foster a sense of community among their followers.

• Boy math

• Comment <3 if you..

• If Monday was a reel

• Guess the lip shade

• Find the hidden emojis

• Last minute checklist

Instead of posting a generic "Happy X Day" message, they opt for a creative approach, sharing fun or inspirational ideas that tie to their content pillars.For example:

• Diwali - Skincare ingredients candles

• Ganesh Chaturthi- Chia seeds ladoo recipe

• Halloween - Removing Halloween makeup

Captions

Face Shop excels in crafting long captions that are both informative and optimized for SEO. Each caption contains the right keywords and provides valuable additional information, complementing the post and enhancing visibility and ranking.

Their captions incorporate: 

• Clear calls-to-action (CTAs) like Share, Comment, Visit the website, or Buy Now [to encourage engagement]

• Hashtags and [topic] format in the end, as per the current algorithm preferences [to boost visibility]

• Puns [to inject their personality into their content]

• Exclusive coupon codes [to incentivize users to stay connected with the brand]

What I like the most:

Face Shop's Product-focused content is top-notch. They don't just tell; they show, which boosts the brand's credibility. This helps customers trust the brand more and make better choices. 

Few of my favorite topics:

• How much product to use?

• Tea Pore cleanser pH test

• Does our sunscreen pass the UV test

• Patch test

• Hydration test