Taylor Kueppers

COMM 430: AD/PR Campaigns

Client Research Paper

03/08/2023

Glow Recipe: Client Research

In the last paper, I explored the background and current PR of the skincare brand Glow

Recipe. While researching the brand further on forums in Reddit and in the comment sections of

Glow Recipe TikTok’s, a few core themes were noticed. The themes on Reddit were people

asking questions about the company, how to use products, and looking for product

recommendations within the brand.

Glow Recipe’s TikTok account has reached over 354,000 followers and the videos posted

include product testing and close-ups of the packaging. The themes on TikTok are mainly

focused on their glowy skincare line, including the Watermelon Glow products. The main

comments left on the Glow Recipe TikTok’s are asking questions about if the products will be

right for their skin type as well as asking for recommendations based on the type of skin. So far

Glow Recipe does a fairly good job at replying to the comments that leave questions on the page.

The people that run the Glow Recipe TikTok account to reply to comments that are vaguer and

not the more skin-specific questions. Another big theme that is found on their TikTok page is

followers and other consumers of the brand leaving positive feedback and love for the brand as a

whole. While searching Reddit for content about Glow Recipe, the main theme is asking for

feedback on the brand, questions on how to use the products, and product recommendations.

Glow Recipe is not an active account on Reddit so the replies to these questions come from other

consumers and their experiences using the products. The questions found on Reddit were very

similar to the ones on TikTok but a little more specific. Reddit is a better forum for these more
Taylor Kueppers

COMM 430: AD/PR Campaigns

Client Research Paper

03/08/2023

specific questions because more people will see them and be able to respond than just in a

TikTok comment section.

On both platforms, the main themes were questions about products and how to use them.

Based on the client feedback found on Reddit and TikTok give evidence that there is not a lot of

knowledge about Glow Recipe’s products and how to use them. Glow Recipe is an up-and-

coming brand that has gained a lot of attention on social media due to the trendy packaging and

the influencers that are now using the products. The brand trip the Glow Recipe just hosted also

gave the brand a lot of attention. Even though the brand has just recently gained major attention,

the knowledge that consumers are questioning shouldn’t be only put on one site. When you go

on the Glow Recipe website there are multiple tabs that you can go through to see different skin

concerns and even take a skin quiz. A lot of people want quick answers and not to have to go to

multiple sites to find them, usually looking at a brands website would be when a consumer wants

to buy the product and not find answers, Since the main questions are coming from social media

accounts, the same information that is given on the website should be talked about on their social

accounts. On TikTok, there are a few videos about the skin quiz but there isn’t any other

information that is quick to find on the account. It might be hard for Glow Recipe to put this

information on Reddit but if it were to put on the other social media accounts ran by Glow

Recipe, it would be easier for the fellow users to post it on Reddit.

Taylor Kueppers

COMM 430: AD/PR Campaigns

Client Research Paper

03/08/2023

References:

All products -  all-natural skin care - glow recipe. Glow Recipe. (n.d.). Retrieved March 12,
2023, from https://www.glowrecipe.com/collections/all 

Glow recipe. Find 'glow recipe' on TikTok | TikTok Search. (n.d.). Retrieved March 12, 2023,
from https://www.tiktok.com/search/video?q=glow+recipe&t=1678328746702 

Search results - glow+recipe. reddit. (n.d.). Retrieved March 12, 2023, from
https://www.reddit.com/search/?q=glow+recipe