Throughout this month, the whitefox Books for Brands series will highlight excellent manifestations of creative content marketing from around the world, revealing the power of editorial content, and books in particular, in elevating a brand’s visibility and credibility.
SokoGlam is an e-commerce start-up that sold Korean beauty products to the US and UK. The site gained popularity through its blog written by co-founder, Charlotte Cho. The blog featured information and stories about each product, including features on skincare and make-up and trends in the marketplace. The beauty market, particularly in Asian e-commerce, was crowded and SokoGlam had several direct competitors.
In 2015, Cho published a book on Asian beauty products in The Little Book of Skin Care. The book garnered the company publicity through reviews, events and word-of-mouth, getting attention for its dual status as a guide to the recent ‘K-beauty’ craze as well as a general reference manual for skincare.
The book has promoted brand recognition for SokoGlam and established the company as a leading “authority” on Korean beauty e-commerce, differentiating the company from its competitors.
Text by Catherine Cho