Cosmeceuticals are a brand-new product category that has emerged between pharmaceuticals and cosmetics to improve skin’s appearance and health. In the fiercely competitive global skincare market, brands increasingly struggle to navigate the complex customer journey and secure lasting brand loyalty. This research delves into the success story of COSRX, a South Korean skincare brand that carved a distinct niche by prioritising key objectives like revitalising local health and beauty stores and fostering customer satisfaction through a deeply engaged, data-driven digital marketing strategy. By examining these objectives through four key pillars––revitalising local partnerships, customer-centric approach, leveraging Amazon reviews and designing a compelling digital strategy––this paper offers valuable insights and actionable takeaways for brands navigating the ever-evolving landscape of skincare marketing.

COSRX, cosmeceuticals, skincare marketing, customer satisfaction, local partnerships, digital strategy, Amazon reviews, omnichannel, customer journey

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