From Launch to Viral Sensation: The Success of Palladio’s Under Eye Brightener
At Palladio Beauty, we’ve always believed in the power of innovation and accessibility—but nothing could have prepared us for the record-breaking success of our Under Eye Brightener.
Launched on December 10, 2024, this game-changing product quickly went from a mini release to a viral beauty must-have, driven by our refined influencer marketing strategy and a highly effective sales funnel that turned social buzz into immediate sellout success.
“Nothing could have prepared us for the record-breaking success of our Under Eye Brightener ”
Philip Solomon – Owner & Chairman
A Perfect Storm for Virality
Unlike traditional product launches, Palladio’s Under Eye Brightener was positioned for maximum impact from day one. With a December 10th launch date—strategically timed ahead of the holiday season—and an accessible $10 price point, the conditions were ideal for viral success. Our approach was built on three core pillars:
- Strategic Influencer Gifting & Paid Collaborations
Hundreds of carefully selected content creators received the product ahead of launch, generating a steady stream of authentic user-generated content (UGC) and sponsored posts. These videos highlighted the product’s instant visible results, an essential factor for capturing audience attention on TikTok. - Pre-Launch Tease Campaigns
To build anticipation, we implemented an engaging teaser campaign across multiple platforms. This strategy sparked curiosity and demand before the product was even available for purchase. - Social Proof at Scale
Influencer-led content demonstrating real-time transformations flooded social feeds, immediately validating the product’s efficacy. The affordable $10 price point further encouraged impulse purchases, leading to unprecedented demand.
Sales Funnel Optimization: Converting Virality into Long-Term Growth
While viral success is significant, sustaining demand and maximizing conversions requires a structured approach. Palladio executed a multi-phase sales funnel to capitalize on the momentum and extend the product’s lifecycle.
Phase 1: Awareness & Hype Generation (Pre-Launch Strategy)
In the weeks leading up to the launch, we strategically distributed the Under Eye Brightener across influencer networks to build anticipation and capture early demand. Key initiatives included:
- A pre-launch waitlist ensures early access for highly engaged customers
- Exclusive teaser content to generate excitement and establish the product’s key benefits
- Gifting to select beauty editors and TikTok creators, securing pre-launch social media buzz
Phase 2: Viral Conversion (Launch Week: December 10 – December 17, 2024)
Upon launch, our social-first strategy accelerated demand:
- TikTok creators showcased real-time results, demonstrating the product’s effectiveness in seconds
- Influencers linked directly to the product page, streamlining the path to purchase
- Targeted social ads re-engaged users, converting high-interest viewers into buyers
Result: The Under Eye Brightener sold out in under one week.
Phase 3: Post-Sellout Demand Capture (December 17 – January 31, 2025)
Instead of allowing an out-of-stock status to slow momentum, we leveraged the scarcity to maintain interest and drive future sales:
- A “Notify Me When Available” email and SMS sign-up funnel attracted tens of thousands of opt-ins
- Continuous engagement on TikTok and Instagram, where reposted UGC kept the product trending
- Email and SMS alerts converted high-intent customers immediately upon restocking
We ensured a seamless transition into the next sales phase by sustaining demand even while the product was unavailable.
Phase 4: Restock Surge & Extended Demand (February 2025 – Present)
When inventory replenished on January 31, 2025, we activated a structured re-engagement plan:
- Early access emails and SMS alerts to waitlisted customers, driving immediate purchases
- Social media amplification, ensuring TikTok’s algorithm continued favoring our content
- Influencer follow-ups, highlighting the restocking, and generating fresh application videos
Result: 50% of restocked inventory sold within one week. To date, distributor orders remain pending due to continued direct-to-consumer demand.
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