How Bioré broke into the competitive US suncare market & went viral

About This Webinar:

Breaking into the US market with Japan’s #1 SPF sounds glamorous until you realize the category is saturated, you’re limited to summer for peak sales and availability is capped at 55 Costco stores nationwide.

This was the situation Boiré found themselves in. And so, rather than stick with the done-to-death promo strategy of email + social ads + POS branding, they partnered up with Blue Wheel and doubled down on everything from creator-led content on TikTok and Meta to geo-targeted messaging, leveraging K-Pop band The Strays and dermatologist partnerships. 

Content Highlights

In this webinar, Bioré’s Senior Brand Manager, Danielle Buob teams up with Blue Wheel’s Senior Director, Lisa Wendland to discuss: 

• The strategy they used (and why it worked): creator-led TikTok/Meta, localized shop-alongs near stocked warehouses, cultural moments, and retail-ready messaging tailored to Costco.
• Turning social demand into store traffic: how they used Emarsys to target subscribers within ~50 miles of in-stock warehouses, employed AI subject lines and dynamic blocks, and paired a “check your Costco” CTA with a sensible .com fallback to avoid dead ends. 
• Measuring success: the signal stack they tracked (TikTok CTR exact-match search lift, sell-through to name a few) – and how those signals guided optimization.
• Keeping momentum beyond the spike: scaling the model from a 55-store test, and the off-season pivot from “beach SPF” to daily skincare to sustain demand.

Register now to learn the tactics that turn social buzz into in-store results.