Entering The Facial Ice Care Track, How Does This Brand “capture” Consumers Through TikTok?

Last week, TikTokShop released its first week (October 27th-November 2nd) battle report after launching the largest Black Friday promotion of the year. Among them, GMV sales in the US market increased by 155%, and order volume increased by 145%. %, and the number of goods sold increased by 133%.

Source: TikTokShop cross-border e-commerce

In the fast-moving consumer goods industry, a facial ice compress tool has entered the best-selling list. The inventor of this gadget was Sarah Forrai, a small business owner from Australia. With its simple and practical facial ice solution, the globally popular ContourCube brand generated more than $1.3 million in revenue in the past year. It has been an amazing journey for the young founder.

With her love for ice compresses, she decided to develop products

ContourCube products are inspired by Sarah Forrai's mother. "My mother likes facial icing very much. This is her secret to keeping her skin young." Influenced by her mother, Forrai also uses facial icing as one of her daily skin care routines. But because Forrai suffers from Raynaud's disease, which is extremely sensitive to cold, her fingers and toes would feel numb every time she held ice cubes. At the same time, she often saw her mother's embarrassment when holding cold and slippery ice cubes.

Because of his love of icing the face, Forrai was eager to find a tool that could easily grab ice cubes and conform to the contours of the face without freezing his fingers. After much searching, Forrai quickly realized there was a gap in the market for facial ice tools, so she decided to take matters into her own hands.

During the 2020 coronavirus lockdown, with the help of her partner Lewis Battersby, 33, the pair put their graphic design background to work drawing product details, testing a variety of products over several months. Different shapes and materials, and finally after deciding on the final shape, the two used a 3D printer to create the first prototype.

To use, just pour water into the mold from the bottom, put it in the refrigerator to freeze, then remove the lid and apply it to the skin. Forrai's mother first tested it and quickly fell in love. "Although the appearance of ContourCube looks very simple, the process is not as easy as imagined."

Choosing TikTok is a right decision

After gaining approval for the product prototype and seeing countless people posting videos of themselves struggling to apply ice on TikTok, Forrai chose to launch ContourCube through TikTok in February 2021 and run the business directly from her apartment.

Her first video on TikTok on February 13, 2021 attracted tens of thousands of views, and Forrai said it was crazy to gain sales when no one had seen the product before.

Two days later, the first truly viral ContourCube video was born. Here's a video Forrai posted casually before bed about how she got the idea and how she created the product from scratch. “I woke up and our first batch of product was sold out,” she said. Currently, the number of views of this video has risen to 3.2 million times.

Although a small number of netizens expressed doubts in the comment area, they believed that ordinary ice cubes can solve problems without spending extra money. However, most netizens still think this is a wonderful business idea, and have asked how to buy it, whether it can be shipped to their own country, etc. These comments also highlight the consumer demand for this product.

In just two weeks, ContourCube earned Forrai $20,000. "I really didn't expect this product to be so popular. If I had known it would go viral and get such positive feedback, I would have prepared myself for scale much earlier." Forrai said pleasantly.

The second video that went viral on TikTok was released on March 21, 2021, and told how her mother became the inspiration for the product. Although her mother only appeared on the scene for a short time, she insisted on using daily ice to improve her skin condition. The video was obviously very convincing in front of the camera, and the number of views on the video reached 7.5 million times, once again bringing a lot of traffic to the product.

Facing the praise from netizens in the comment area, Forrai said that her mother is a super fan of ContourCube.

The third incident that sparked a sales boom was when celebrity Kendall Jenner posted an Instagram post in August 2022 with the caption "I love using this tool for ice in the morning," sharing her love for ContourCube love. In addition, other A-list celebrities including Sydney Sweeney and Shay Mitchell have also revealed to be fans of the facial ice tool.

Although ContourCube already had some popularity, the recognition of the product by these celebrities has further enhanced the brand's status and expanded its influence to a wider consumer group. After KendallJenner's post, ContourCube became even more popular and sales grew significantly, bringing in $25,000 in revenue in two weeks.

In September 2022, Forrai released a video in response to this unexpected sales boom, thanking kendallJenner for sharing and users for their support. Ultimately, the video was viewed 7.6 million times.

"Our fans love this product and the story behind TikTok." So far, the account @contourcube has attracted nearly 400,000 fans and 9.8 million likes on TikTok.

In the video, Forrai tells his entrepreneurial story, shares the joy of each achievement with netizens, and introduces how to use his products. These almost unmodified videos have won the love of users and have the highest number of views. Reach millions or even tens of millions of plays.

Regarding comments from netizens, Forrai will almost always reply seriously. This approach has virtually shortened the distance between founder Forrai and consumers, and accumulated goodwill for the brand.

In order to meet the diverse needs of customers, in addition to the original design, ContourCube also launched five new colors (jet black, violet, mint, orange and marble), a new volume of serum specially designed for travel and freezing Made-to-measure mini collections, contour fabrics suitable for sensitive skin, and fiber headbands to hold your hair in place during use.

There's even a list of ContourCube beauty recipes for customers on the website, allowing them to personalize their ice regimen, such as frozen green tea for anti-inflammatory, lemon water for brightening, coconut milk for hydration, and cucumber water for Reduce swelling, etc.

“It’s been an incredible experience to see the ContourCube resonate not just with Australians, but with people from all over the world, which is testament to its universal appeal,” Ms Forrai exclaimed.

On TikTok, facial ice compresses have always attracted users' attention, and the hashtag #icefacial has nearly 400 million views. With ContourCube's practical solution for facial ice, the #contourcube tag has accumulated more than 150 million views. For people who like facial ice on a daily basis, this tool undoubtedly meets their needs.

Based on the popularity of the product, ContourCube was officially launched in the large US retailer Urban Outfitters just three months after its launch. Currently, the product is also available in major global retailers, including 450 health and beauty retail stores across Australia, Priceline. Sale.

Nowadays, the demand for affordable home spa treatments is growing day by day. With the help of social media, especially TikTok, ContourCube, which advocates facial ice treatment, has attracted a large number of fans and users, thus achieving rapid sales growth. Online and offline retailers have now become important sales channels.

As the brand has grown, so have Forrai's goals and plans. "We are eager to grow our business to new heights. We are developing new formulas to allow customers to customize their own skin care routines, while also adjusting and optimizing products based on real-time feedback from consumers on TikTok to make it easier and more accessible for everyone. Make facial icing more enjoyable.” For small business owners marketing on TikTok, Forrai’s advice is, “Choose a niche, be consistent, tell your story, and be true to yourself!”