Do you know what takes the biggest budget in a cosmetic company?
Marketing cost.
For many average cosmetic companies in Korea, they spend around 40–60% of their budget on marketing alone.
Influencers. Free sampling.
Google, FB ads, Instagram campaigns, TikTok trends...
The cosmetic industry is constantly fighting through marketing.
Honestly, no matter how good the product is, it’s almost impossible to survive without promotion now.
Sometimes I feel modern cosmetics are not competing with formulations anymore.
They are competing with attention and VIRAL.
Does celebrity appears more often? Who becomes viral faster?
Who creates more fear about skin problems?
In the beginning, Aura also followed this path.
We hired an Instagram influencer with around 300K followers.
For one reel with ads, I paid around 2,000 zł.
Of course, the views were good.
But honestly, it did not bring meaningful sales.
That experience changed my thinking a little.
Since then, the Aura team mostly creates content by ourselves.
Not viral.
Not perfect, But let's create reels together! and we laugh a lot.
We talk naturally.
Sometimes we make mistakes and keep recording anyway.
The atmosphere feels real.
These days, I trust sincerity more than polished marketing.
Aura grows slower this way. (Maybe it's too slow hehe)
This is not slow effect, Suolim cleansing balm!
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