"Since August, Cocokind has been employing a strategy reflective of a wider industry shift: It has been sending PR mailers to its most engaged fans, rather than top-tier influencers. Each month, it sends a mailer with products to 100 people who have scored 100% on the brand's "skuiz," or skin-care quiz. Winners are selected via a lottery. These brand loyalists are not traditional influencers, though some may be aspiring creators. And while they may only have 200-300 followers, some post about beauty daily, said Priscilla Tsai, founder and CEO of Cocokind."
"What's more, these are people who can answer a question as specific as, "How much more expensive is the raw material used to make Cocokind'sAdvanced Retinol versus its Beginner Retinol?" Tsai said. All of the answers, she mentioned, were previously shared on a Cocokind social channel or on her podcast, Off Brand by Cocokind."
"To date, the brand has sent out six rounds of these mailers. The first five included hero products, some new, with themes tied to moments like National Eczema Awareness Month or the holiday season. But the sixth, sent in December, marked a shift in strategy. Rather than center the mailer on existing products, Cocokind opted to "leak" an upcoming launch: the $18 Milky-Soft Face and Body Cleanser. And, recognizing that many of the same brand loyalists kept winning, the brand replaced the quiz with a survey. Questions included: "When did you first hear about Cocokind, and why did it catch your attention?" "What brand do you want to see Cocokind collaborate with next?" and "What would you love to see Cocokind launch next?""
Since August, Cocokind has sent monthly PR mailers to 100 fans who scored 100% on a brand quiz, selecting winners by lottery. These recipients are brand loyalists and occasional aspiring creators with smaller followings who frequently post about beauty. The brand shared product details across social channels and a podcast so fans could answer specific product questions. Cocokind completed six mailer rounds, with the first five highlighting hero products tied to moments; the sixth leaked a new $18 Milky-Soft Face and Body Cleanser and replaced the quiz with a preference survey to lower barriers and gather launch ideas.
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