Whamisa: U.S. Relaunch Project of an Organic K-Beauty Brand
Project Details
Whamisa: U.S. Relaunch Project of an Organic K-Beauty Brand
To support Whamisa’s U.S. relaunch following a full brand and product lineup revamp, MXN Commerce USA managed the entire process—from Amazon setup and operations to Amazon PPC and TikTok influencer marketing. We streamlined the complex Amazon backend listing structure and built a glocal logistics system combining FBA and FBM, which led to a stable and successful launch. Through TikTok-focused influencer marketing, we secured over 10,000,000 cumulative impressions within six months of operation.
The primary objective was to rapidly rebuild trust and visibility in the U.S. market based on Whamisa’s refreshed design and product lineup. The existing Amazon catalog was highly fragmented and difficult for the brand to resolve internally, so we began with a comprehensive catalog cleanup. This included restructuring product variations, consolidating duplicate or erroneous ASINs, and unifying content specifications. Product detail pages, A+ content, and storefronts were fully rewritten from a U.S. customer perspective, with titles, bullet points, and image sets optimized to match search intent and maximize conversion rates.
For operations, Amazon PPC campaigns were structured by campaign hierarchy, separating expansion and profit-focused keywords. Bids were continuously optimized through daily and weekly adjustments based on search term reports, resulting in stabilized efficiency. In parallel, we executed TikTok influencer marketing to drive early traffic and trust, consistently supplying short-form creative content that highlighted both branding and real usage perspectives. Over the first six months, this approach generated more than 10 million cumulative impressions.
The supply chain and fulfillment strategy adopted a hybrid FBA + FBM model. In the onboarding phase, we prioritized FBA with global logistics to simplify the initial setup. As demand and lead times evolved, we built out local logistics to support FBM simultaneously, reducing stockout risks. Clear role division between global and local logistics, along with standardized ASN, labeling, and packaging protocols, minimized restock errors and improved operational precision.
Through this integrated approach, Whamisa rapidly established a positive traffic–conversion cycle after relaunch and built a solid operational foundation for category expansion and new SKU rollouts. Moving forward, the strategy includes accelerating catalog expansion, managing review and Q&A quality metrics, and systemizing PPC and creative experimentation to drive continuous performance growth.
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ENS Korea (Whamisa)
Whamisa is a premium Korean skincare brand that uses premium organic ingredients. It's a brand that is actively communicating with customers in the US market through its fermentation technology and clean formulas for organic ingredients.