Introduction of a Korean Sheet Mask Brand in the Brazilian Market
This case shows how category education, cultural narrative, and influence can introduce new consumption habits and accelerate the adoption of global trends in the Brazilian market.
Dermal is a Korean sheet mask brand primarily focused on export markets, with presence in regions such as Latin America, Southeast Asia, and the Middle East. Internationally, the brand was associated with high volume, low cost, and low perceived value, a common characteristic of OEM products developed for external markets.
Introducing a new skincare category into the Brazilian market — Korean sheet masks — while simultaneously building:
- consumer understanding of product usage and necessity (in 2018, the concept of K-beauty was still not widely known in the country)
- a perception of premium value for a single-use product, despite its low international cost
- aspirational demand around the Korean skincare routine
All of this in a context where the category was still virtually unknown in Brazil.
Although the product was accessible at origin, the communication strategy in Brazil built a premium perception to justify a higher unit price (average of BRL 30 per sheet mask). The packaging was maintained, but the communication was repositioned with a more aspirational, playful tone, targeting a younger audience and early adopters of Korean products.
The strategy also included adapting the packaging for the Brazilian market. The original design was maintained — featuring the image of a Korean woman — reinforcing the brand’s origin, while a front label translated and communicated the key benefits in a clear and accessible way to consumers.
We also developed kits with weekly usage protocols, making the skincare routine easier to understand and increasing both conversion rates and average ticket size.
As the concept of sheet masks was still relatively unknown in the country, communication had a strong educational focus across digital channels (website and social media), explaining the Korean skincare routine, the use of masks as a self-care ritual, and the benefits of weekly hydration treatments.
The strategy combined public relations and influencers, with editorial presence in publications such as Vogue, Marie Claire, L’Officiel, Harper’s Bazaar, and Glamurama, in addition to brand mentions by high-reach personalities such as Sabrina Sato, Pabllo Vittar, and Jana Rosa.
Activations with local micro-influencers also generated a direct impact on regional sales.
Ongoing activations were carried out in dermatology clinics, premium stores, and retail chains, in addition to regional initiatives with influencers. In Porto Alegre, for example, a local activation resulted in the highest-performing store in the network during the campaign period.
Among the key initiatives, participation in the Sephora Beauty Run stands out — the brand’s largest outdoor activation, with approximately 3,500 participants. The activation included a themed GIF machine (#RUNLIKEAGIRLDERMAL) and product sampling.
Campaign results:
- +36% increase in Dermal sales at Sephora during the campaign month
- R$195K increase in sales during the period
- ROI of approximately 4x the campaign investment
- +1,000 new followers on social media, in addition to thousands of brand mentions
- Over 1 million units sold within 2 years
- 55% growth in digital sales in 2020
- Presence across Brazil’s leading beauty retailers: Sephora, Riachuelo, Panvel, The Beauty Box, C&A, Beleza na Web, and Época Cosméticos
- Strong earned media and influencer presence, including celebrities, beauty experts, and healthcare professionals
Influencers: Sabrina Sato, Pabllo Vittar, Vanessa Rozan, Jana Rosa (@bonitadepele), Dr. Alberto Cordeiro
Media outlets: Vogue, Glamurama, L’Officiel, Glamour, Harper’s Bazaar, UOL, Forbes, Boa Forma, and Lilian Pacce
- Development of treatment kits and bundles, increasing average ticket size by 78%
- Brand activations with lifestyle and wellness partners, such as Westwing, Grand Cru, Strappy, and Bodytech