online marketing( website and branded web communities)

- online advertising
- online videos( viral)
- blogs
-social
- mobile

1. Online advertising
Mistine owes its early promotional success to Dr. Amornthep Deerojanawong, co-founder of
Better Way. Dr. Deerojanawong began to advertise the company’s low cost but quality
cosmetic products through media interviews and seminars. His credibility as a doctor
developed trust in Mistine products.

a) Thai market
Mistine continues to engage in heavy advertising, launching campaigns featuring popular
actresses, actors, and bands as Mistine brand ambassadors. Many of these celebrities have
been featured on Channel 7 or RS Entertainment, Thai television channels with soap operas
popular among Mistine’s core market. Mistine has become an expert at choosing celebrities
that resonate with these target markets. To take advantage of the favorable impression of
Korean cosmetics (especially among teenagers), Mistine used a famous Korean band to
promote its BB Powder. The company has also created its own Facebook page to extend its
worldwide reach.

In addition to its well-known advertisements, Mistine has also garnered publicity for its
cause-related marketing campaigns. The firm is adept at linking causes that people care about
with its products. For instance, the company featured famous Thai movie actress Petchara
Chaowarat to present the company’s “Diamond” lipstick collection. By utilizing
Chaowarat—considered the “biggest-name actress in Thailand”—to promote the brand,
Mistine not only made its brand appear prestigious but also engaged in cause-related
marketing by agreeing to donate part of the lipstick’s revenue to the Thailand Association for
the Blind (Petchara Chaowarat was struck by blindness during her acting career). This form
of public relations allowed Mistine to leave a favorable impression among its target market.

b) China market
 Having entered China market in 2016 by joining Watsons, Mistine seems no stranger
to the country’s digital landscape, laying out its online ecosystem upon its entry by
landing on e-commerce platforms such as Tmall and VipShop.

With such decisive action, the brand hit 10 million RMB ($1.5 million) sales on its
first Double 11 Shopping Festival in 2016 anddefended its title as the best cosmetic
brand on Tmall two years in a row after pulling off an annual sale of over 1 billion
RMB ($151.3 million) in 2017. With a tropical gene, Mistine once again wins over
young Chinese consumers, as the brand became the go-to for 33.1% of sunscreen
shoppers in 2021, which is far above the industry average.
To strengthen such a market position, Mistine has been stepping up its efforts in the new race,
with the early summer campaign being the latest move. Although China has not yet officially
entered the summer season, Mistine has fired the first shot of this year’s sunscreen promotion
as early as March in the country where a growing awareness of sun safety has been
developed amongst the young generations.

Under the tagline “No fear, go chase the light”, the first collaboration between Mistine and
Tmall Super Brand Day (a brand-specific mega-sale through special events and exclusive
perks that was introduced by one of China’s e-commerce giants Tmall) recorded a whopping
accumulated online view of one billion, which also helped the brand knock out the top
seller under Tmall’s sun protection category.

2. Social media & online videos

Each year, Mistine's explosive beauty items ranked Top of major beauty lists and have almost
become entry-level beauty brands for every schoolgirl. From shelf-based e-commerce to
social e-commerce on TikTok Shop, Mistine has transformed over the past few years. It has
helped Mistine achieve outstanding results in brand marketing and business growth. Let's
take a look at how Mistine dominates the beauty category of TikTok.

1. Multi-channel marketing strategy to create a closed loop of traffic

As part of its primary plan, Mistine primarily enters the local market through Shopee and
Lazada. Mistine has started using TikTok in response to the existence and growth of social
e-commerce in Southeast Asia and has also launched an e-commerce independent station to
create closed-loop traffic for its own brand. TikTok is the key platform that Mistine focuses
on at present. Mistine capitalizes on the monetization opportunity of the TikTok e-commerce
independent station. Through the "hashtag" search on Shoplus, we found that the branded
hashtag #Mistine has received 90 million views, and the popularity of the brand continues to
emerge.

2. The successful TikTok marketing strategy

As part of Mistine's promotion and marketing strategy, the brand has created multiple
account matrixes on TikTok to reach local users and attract target audiences. Taking the
official account @mistine_official as an example, it has accumulated 8.3K followers. This
account's videos emphasize the effectiveness of its product, and the content form adopts a
strong contrast approach.

In addition, Mistine’s TikTok video creation and shooting techniques are impressive. Each
video has an average of over 4 million views and is based on a real-life scenario. The
durability of makeup is assessed through the use of two or three girls wearing different
beauty brands. The comparison emphasizes the powerful effects of Mistine products, such as
"waterproof & sweatproof," and followers leave comments to inquire about prices and where
to purchase. Mistine also works with TikTok influencers to promote their brand. The brand
hashtag has received over 9 million views till now. The majority of the influencers are beauty
and makeup artists. The video content focuses on demonstrating the product's function and
appearance.