Founded in 2008, SD Biotechnologies (“SD Biotech”) is one of the leading global K-beauty companies with a portfolio of long-standing, popular brands, including SNP, HDDN=LAB, and Celebeau. While widely known and loved abroad, SD Biotech and its brands are relatively new to the U.S. market. KCM Agency was brought onboard to help lead the U.S. marketing strategy and initiatives, starting with the launch of their newest brand, SNP PREP.

To establish the new brand’s credibility and build brand awareness among U.S. beauty consumers, we began with SNP PREP’s branding strategy and developed its U.S. Branding Guide. Following, an integrated marketing campaign, comprised of programs across grassroots marketing, influencer marketing, public relations, and social media, was deployed.

Mid-campaign, we were faced with an unprecedented challenge: the COVID-19 pandemic and a nationwide shutdown. Despite the unforeseen setbacks, we quickly and successfully pivoted our campaign programs and messaging. As one example, products originally intended for event sponsorships were turned into quarantine (self-)care packages and individually mailed out to the members of our partnering community groups. Additionally, over 5,000 SNP Prep products were donated to frontline healthcare workers, many of whom have reported skin issues caused by prolonged PPE wear, as a small token of appreciation for their work and sacrifices.