BY: VU NHAT LINH TRINH

BRAND REPORT

Krave Beauty's products (n.d)

 Krave Beauty is a skincare brand that was founded in 2017 by a Korean YouTuber and
skincare influencer, Liah Yoo, in New York City (Sagar, 2023). It also has headquarters
in Seoul (Sagar, 2023).
Brand Overview
Product Range

Krave Beauty's products (n.d)
Cause-Related Marketing
(CRM) Activity
Krave Beauty's product range focuses on the basic skincare necessities, with an emphasis
on gentle yet effective formulas that are suitable for all skin types (Sagar, 2023). They
focus on sustainability, using eco-friendly packaging and aim for transparency in their
ingredient sourcing and manufacturing methods (Jannah, 2022). Krave Beauty's product
range consists of cleansing oil, cleanser, exfoliant, serum, moisturizer, sunscreen and
body cream. They split their products into two categories which are “Core Series” which
are the essentials when building a skincare routine and “Supplements” which are additional
products to add to your skincare routine if your skin needs it (Jannah, 2022).

Krave Beauty is currently partnered with Women's Earth Alliance. Women's Earth Alliance (WEA) is a non-profit organisation focused on
empowering women's leadership in order to preserve the environment, reverse the climate crisis, to create a sustainable world (What
we do, 2022). Krave Beauty have established a long-lasting partnership with WEA to develop a new groundbreaking project that seeks
to support the efficient and sustainable production of tamanu trees (Our Sustainability Journey, n.d) Tamanu is a key ingredient in their
two of their products. WEA and Krave Beauty both place a high priority on using environmentally friendly products and eliminating
waste (What we do, 2022).They are also dedicated to making a positive change in their communities and around the world. Krave
Beauty are currently running a transaction CRM campaign that is visible on their website when purchasing a product. For every
purchase of their oil cleanser, serum, moisturizer, and body cream, Krave Beauty will donate $0.28 to support Women's Earth Allience.

Brand Overview
Influencers & Sponsorships
They currently only sponsor influencers to
promote their products. They usually work with
micro-influencers on TikTok, Instagram, and
influencers with large followings on Youtube.
Krave Beauty sends them free products to review.
The brand sponsors them for their honest
feedback, critique, and opinions. They strive to
develop an authentic relationship and build a
strong bond with their creators (Our pledge to you,
n.d). There are several influencers who purchase
Krave Beauty products with their own money and
reviews it.Their aim is for at least half of all
sponsorships and paid collaborations to go to
“creators and artists of colour, as well as creators
with disabilities and diverse gender expression”
(Our pledge to you, n.d).
Holding Krave Beauty's product (Dr Dray,2022)
Glow Recipe products (n.d)
Competitor
Glow recipe is a skincare brand founded by
Christine Chang and Sarah Lee in 2017, the
brand is known for their use of fruit-based
ingredients in their products (Smith, 2022).
Glow Recipe has similar values to Krave
Beauty in which they value sustainability and
have taken initiatives to reduce their
environmental impact. The brand is
commited to sustainable packaging and
also promote ethical ingredient sourcing
and production processes (Glowing for the
planet v1.4, n.d). Glow Recipe has a wider
range of skincare products than Krave
Beauty, which includes cleansers, toners,
moisturizers, and serums, masks, eye
cream, and body cream. Their products are
more expensive compared to Krave Beauty.
Nonetheless, both brands have a strong
emphasis educating their consumers about
their key the ingredients in their products.
Reason
To simplify skincare for those overwhelmed by the abundance of
options, offering effective products that work with the skin instead of
against it, challenging the conventional and excessive skincare
routine (About Kravebeauty, n.d) The brand encourages individuals to
listen to what their skin needs rather than what the beauty industry
Brand Onion
says their skin should have (About Kravebeauty, n.d).

Values
Krave Beauty values simplicity, transparency, sustainability, and
inclusivity. They focus on building a simple and effective skincare routine
for all skin types, they are transparent about their products and the
production processes, their commitment to sustainability extends to all
elements of their business, from ingredient sourcing to shipping to
protect the environment and they strive to create an inclusive and
supportive environment for their consumers (Krave Beauty, 2022)
Personality
Krave Beauty’s personality is sincerity. They are honest about how their
products are manufactured, they are transparent with their ingredient list
and they do not make outrageous claims or use forceful sales tactics to
promote their products. They are friendly and approachable as they
welcome beginners who are starting to build their own skincare routine.
They offer a welcoming and non-judgmental environment for their
consumers, regardless of their background or identity (Our pledge to A person pumping a serum on her hand (n.d)
you, n.d).
Brand Mantra: Less is More
Actions and behavior
In celebration of Earth Day on April 22, 2022, KraveBeauty launched its
“Slow Down Skincare” campaign, urging companies in the skincare and
beauty industry along with its consumers to reflect on their roles in the
overproduction and overconsumption of products (Lobad, 2022). To
Brand Onion
illustrate their message they made a one-minute animation video. This
campaign serves as a promise to Krave Beauty’s dedication to sustainability
and responsible consumption, which is demonstrated through their n "slow d
own skin
care" (n.d
)
paig
a uty's cam
environmentally friendly packaging and ingredients. They also created an K ra v e B e

instagram filter for the campaign for people to spread awareness.

On October, 14, 2022 Krave beauty raised awareness about the issue of
hidden waste in the beauty industry and discovered ways to repurpose the
otherwise discarded goods through their "Waste Me Not” campaign. They
held a three-day pop-up store in Manhattan and have successfully
selfie of a person using Krave Beauty's filter (n.d)
“repurposed over $1.5M in retail value of unsaleable product waste that it
created in the past year” (Waste me not, n.d). This campaign encourages
consumers to properly recycle packaging and to use every last drop of their
skincare products. This campaign promoted the brand's principles of
sustainability and responsible consumption. Simple actions from the
campaign, which involved cutting open boxes to squeeze every last drop
and recycling the product containers, minimised waste and can benefit the
Krave Beauty's campaign "waste me not" (n.d)
environment (Kim, 2022).
 Positioning Statement

Krave beauty is for skincare enthusiasts that are overwhelmed

by the options provided by skincare brands and are seeking a
simple and effective skincare routine. With an emphasis on a
skincare brand that is non-irritating, gentle and is suitable for all
skin types to try. Unlike, Glow Recipe, Krave Beauty is the brand
that offers a simple and effective skincare routine because it
wants to empower consumers to purchase only the products
that are beneficial and necessary for their skin, whilst reducing
the impact they have on the environment, in the midst of the
overbearing amount of options in the skincare industry (Fonder,
2022).
A model holding Krave Beauty's mini products (n.d)
Distinctive Assets
Tagline : "#Press Reset"
The brand's idea of supporting sustainable skincare techniques is
embodied in Krave Beauty's tagline #PressReset. This advises
individuals to take a step back, prevent hoarding skincare products,
simplify their skincare routines, and purchase what their skin needs.
The dedication to sustainability is reflected in KraveBeauty's product
marketing, which comprises of a "Core Series" of basic skincare items
and "Supplements" are for additional needs (Jannah, 2022).
#PressReset is not only about product promotion. They have been
continously improving their formulations on their exisiting products to
produce streamlined versions. This is why Krave Beauty has not
released a new product in the last two years (Brown, 2021).
Ingredients:
The brand has grown in popularity due to its products'
use of basic, effective, and gentle ingredients (Sagar,
2023). Krave Beauty prioritizes natural ingredients that
are beneficial to the skin such as using beets,
matcha, oats, and kale. They avoid harmful chemicals
and fragrances in their formulas and this aligns with
the brand ethos of respecting your skin and treating it
with care (Sagar, 2023). This has connected with
many skincare enthusiasts who value healthy and safe
skincare routines. Their use of high-quality, yet simple
ingredients has led to the brand's success in their
products being suitable for all skin types.
Distinctive Assets
Origin story: Krave Beauty's brand origin story revolves around the brand’s
creator, Liah Yoo, and her personal skincare experience. She has worked
with Amorepacific, a Korean skincare brand before starting her own
brand. She notices that the skincare industry is constantly creating new
products motivated by hitting sales goals or building on the popularity of a
specific hero product rather than addressing their customers needs
(Brown, 2021). She has tried many skincare products and shared skincare
tips and gave honest product reviews on YouTube, which made people
perceive her as an authentic and trustworthy influencer (Brown, 2021).
She was frustrated by the skincare industry and its overload of new
trends and products whilst she fought with her own skin troubles (Our
Story, n.d). Hence, she started Krave Beauty with the objective of
simplifying skincare and empowering people to make educated skincare
decisions (Our Story, n.d).

A portrait of Liah Yoo smiling (n.d)

 Potential Communication
Krave Beauty's Oat so simple water cream details (n.d)

Problem
Krave Beauty is constantly trying to improve the formulas in their products by
having fewer ingredients or changing the ingredients to make the products
more effective (Our product development philosophy,n.d). They are
continuously trying to be more transparent with their consumers. However,
they do not explain their ingredient list fully in their products and this
contradicts the brand’s image. As their ingredients use complicated scientific
terms which can be difficult for many customers to understand, if they were
to simplify the ingredients it would help the consumers understand what they
are actually buying and if their skin needs it. If their consumers do not fully
understand the function or where the ingredients are derived from this may
lead consumers into not trusting the product, as some can be sensitive to
specific ingredients. Due to the fact that understanding the ingredients of skin
care products is becoming prioritized for skincare enthusiasts, they want to
know the function and if its safe and ethically sourced (Chitrakorn, 2022).
Hence, a potential communication problem could be that their consumers do
not have enough knowledge and information about the ingredients and would
be hesitant to purchase the products.
 Liah Yoo has made several videos in the past years on her YouTube channel explaining the importance of
treating the skin from the inside out. She has gained knowledge about what foods are good for the skin. She
noted that gut health is correlated to how our skin is. Scientists have discovered that when the digestive
Potential system is out of balance it will cause irritation to the skin. Which can cause breakouts, sensitivity, redness and
more (Lawrenson, 2020) Thus, a potential brand extension for Krave Beauty could be supplements. This would
Brand target a completely new market which is supplements & wellness. The target audience would be people who
are interested in such a supplement because it promotes the general body and skin health. They can develop
Extension a probiotic supplement, with ingredients that support gut health and improve the skin's natural barrier function
to have a clearer, glowing skin complexion (Lawrenson, 2020). Probiotics have been shown to balance the
natural bacteria in the stomach and may diminish inflammation in the body (Probiotics and gut health, n.d). The
adoption of supplements by the brand would promote a holistic approach to skincare and well-being. It also
highlights the link between internal health and external beauty, since the supplement would complement their
existing skincare products. This would help Krave Beauty give a more complete approach to health that
connects with its values and resonates with its target audience by selling supplements created with natural,
non-irritating ingredients. Consumers who are health-conscious, interested in natural and effective skincare
solutions, prioritize a healthy lifestyle, and want to support their skin health through nutrition could be the
target audience for this brand extension. This brand extension would align with the brand's aim of promoting a
healthy skin barrier and embracing simplicity. The supplement packaging and website will show the ingredient
list that explains the functions of each ingredient and how it is sourced. This is displaying the importance of
ingredient transparency and taking it to the next level. This brand extension would resolve their potential
communication problem by seeing how their consumers react to the new packaging ingredients label and a
new marketing strategy of having a fully transparent ingredient list. This will help the brand to build trust with
its consumers and ensure safety. If this is successful then they could Implement that strategy in all of their
existing products Doing this would show how they are invested in helping their consumers achieve overall
healthy skin from within.
 In conclusion, Krave Beauty’s unique approach to taking a step back and simplifying your
skincare routine and listening to what your skin craves and #pressreset, truly challenges the
traditional skincare concept of using many products such as the “11-step skincare routine” to
have clear and healthy skin. They have encouraged people to be more cautious about their
purchasing decisions and made people become more environmentally conscious. Krave Beauty
has provided educational resources and valuable information posts, videos, and pictures about
Conclusion skincare, sustainability, and the environment. They partnered with a non-profit organization to
help a cause that aligns with their values, and their continuous efforts to make their products
become more eco-friendly and recyclable show their commitment to staying true to their core
values. Having the brand’s creator Liah Yoo frequently share the company’s journey and updates,
give skincare tips, and interact with followers on social media has helped the company build a
highly engaged and devoted consumer base. Their recent campaigns have demonstrated how
they can promote responsible consumption whilst also living up to their principles.

The brand extension will be implemented firstly by conducting market research to find what the brand’s existing and potential
future customers may demand in a supplement product. Then look at the current trends and seek to find ingredients and
formulations that would be suitable for Krave Beauty’s philosophy. They would have to work with scientists who are experts in
the supplement industry. Following the results, the research and development team can begin to create initial samples of a
supplement product and test it. The brand should prioritize the safety and effectiveness of the product through rigorous quality
checks and clinical trials. Once they have narrowed down a formulation for the product, they will then focus on the design of the
packaging. This step is crucial in resolving the potential communication problem that was stated earlier before finalizing orders
to the manufacturers. They have to ensure that they meet any regulatory requirements and have all the labeling neccesary as
supplements have many restrictions on what they can be marketed and labeled as. Once the supplement is finally made, they
would have to create a marketing strategy for their existing and new customers. After a few months of the product release, they
will have to evalute the success of the product and make further decisions and adjustments at that given moment in time.
References
References