- Peach & Lily’s campaign thrived on mystery, authority, and education — rejecting short-term trends.
- Minimalist visual design and an event-driven reveal maximized intrigue.
- Engagement success proves psychological curiosity loops can outperform traditional influencer playbooks.
Peach & Lily’s latest campaign flips the traditional influencer model, putting product performance and expert credibility ahead of brand-driven hype.
Peach & Lily has disrupted the typical influencer playbook with a launch campaign for its MiniProtein Exosome Bioactive Ampoule. Instead of sending branded products with polished messaging, the skincare company shipped unmarked bottles to influencers, letting curiosity, expertise, and consumer dialogue drive momentum.
The result: engagement rates five times higher than its previous efforts and over one million impressions in just hours after the reveal.
Founder and CEO Alicia Yoon explained:
“Everything is about product first … it’s about being driven by solutions and being able to leverage innovation to create these solutions. We didn’t do it by chasing every trend or trying to do influencer marketing the way everyone else does it.”
Target Audience Alignment and Positioning
Peach & Lily’s core audience spans early-20s Gen Z consumers, highly trend-sensitive, through to older Gen X skincare enthusiasts with higher spending power. Psychographically, they’re united by an appetite for ingredient education, “glass skin” aspirations, and an emphasis on authenticity over viral gimmicks.
By leading with unbranded product samples and leaning on dermatologists, cosmetic chemists, and estheticians, the campaign positioned itself as education-first, rejecting the entertainment-driven tone of many competitors.
In contrast to brands that court virality with trending audio, Peach & Lily leaned on authority and credibility. This bolstered its image as a prestige brand driven by science and efficacy — positioning that aligns with its No. 2 standing at Ulta.
@drcharlesmd1 comment GLOW if you want me to dm you the link to the new @Peach & Lily MiniProtein Exosome Bioactive Ampoule. I blind tested it and loved it! Skin is hydrated, dewy, visibly calmer! And the data are impressive! #peachandlilypartner #skincare #antiaging
Narrative Hooks and Emotional Triggers
The campaign leaned heavily into mystery and discovery. Viewers were invited into a guessing game: Which brand stood behind the mysterious serum? This curiosity loop was amplified by influencer speculation and comment-section debates.
Psychological triggers included:
- Curiosity and suspense: withholding brand identity until reveal.
- Social proof: influencers from expert domains vouching for performance.
- Authority bias: dermatologists and chemists leading the narrative.
- FOMO: audiences eager to see the reveal before missing out on the conversation.
Yoon highlighted this shift:
“On TikTok especially, there’s a lot of content centered around trends, even when it comes to skincare education … but all of our expert partners, and even on our own social media, we weren’t leaning into that.”
@peachandlilyofficial It was us all along. The mystery ampoule that sparked the conversation—meticulously tested and talked about by experts everywhere without ever revealing its name. We chose to let the results speak first. Now it’s time to tell the full story. Introducing the MiniProtein Exosome Bioactive Ampoule Available tomorrow on PeachandLily.com ✨
Visual Style, Aesthetics, and Event Reveal
Minimalism defined the campaign’s design choices. Sending blank bottles stripped away brand identity, focusing the visual story on formula performance. This aesthetic extended to the New York reveal event, where décor featured neutral whites and glass accents — signaling purity, transparency, and science-led credibility.
When the reveal moment arrived, TV screens announced Peach & Lily as the brand, punctuating the mystery-driven buildup. Over 60 influencers attended, and the unbranded-to-branded transition became part of the drama, reinforcing the campaign’s central theme: the product speaks for itself.
Media Mix and Distribution Strategy
The rollout prioritized TikTok and Instagram, platforms where “teaser content” was outperforming standard reviews. Peach & Lily leveraged both owned and influencer channels, sequencing the campaign across three phases:
- Seeding intrigue with unbranded products sent to 14 influencers.
- Amplifying speculation as expert-driven videos invited comment-section engagement.
- Executing a live reveal event that cascaded content across social.
The mix excluded gimmicky audio or memes, contrasting sharply with mainstream beauty campaigns, and further underscored the “science and education” ethos.
Call to Action and Activation
Instead of heavy discounts or affiliate pushes, Peach & Lily prioritized consideration and trust-building. The call to action was subtle: follow the conversation, speculate, and eventually test the ampoule once revealed.
Activation mechanisms included:
- Content quizzes and policy tie-ins for influencers (via Peach & Lily’s dossiers).
- Experiential immersion at the launch event.
- Paid partnership options post-reveal, ensuring longevity beyond the teaser phase.
This staggered activation reinforced both organic engagement and downstream conversion.
Competitive Differentiation
While rivals like The Ordinary or Glow Recipe rely on bright packaging, trending sounds, or viral challenges, Peach & Lily diverged by:
- Leading with science-backed authority instead of trend-jacking.
- Utilizing mystery-based teasers rather than polished, brand-heavy messaging.
- Creating a dialogue-first reveal, ensuring community buy-in before brand alignment.
This was not just an influencer campaign — it was an experiment in reversing the order of traditional beauty marketing.
Measurement and KPIs
Early outcomes were clear:
- 5x engagement lift compared to prior campaigns.
- 1M+ impressions within two hours of the reveal event.
- Higher comment-to-like ratios reflecting genuine speculation and curiosity.
Future metrics should include:
- Conversion rates from reveal to purchase.
- Share of voice across TikTok beauty categories.
- New customer acquisition cost (CAC) relative to standard influencer campaigns.
Actionable Lessons for Other Brands
- Flip the script: Consider teasing product function or experience before revealing brand identity.
- Lean on authority: Use expert voices to reinforce credibility in saturated markets.
- Prioritize education over entertainment: Especially in categories where efficacy drives purchase.
- Design reveals as shared experiences: Staging mystery and payoff builds social momentum.
- Measure beyond impressions: Track trust and long-term adoption, not just viral spikes.
Closing the Loop on Influence
Peach & Lily’s unbranded influencer experiment underscores a shift in beauty marketing: authority, transparency, and curiosity can outweigh flashy gimmicks. By centering expert voices and authentic product performance, the brand positioned itself not only as a player in the K-beauty category but as a thought leader reshaping how credibility is built in the digital age.
As the campaign’s success suggests, the future of influencer marketing may belong less to viral noise and more to deliberate storytelling rooted in trust.
