Serendi Beauty Builds U.S. Market Authority Through PR, Social, and Influencer Strategy
How Brenton Way helped Serendi Beauty strengthen its U.S. market entry with digital PR, social content, influencer positioning, paid media, and 250K monthly social impressions.
Performance Recap
Who is Serendi Beauty?
Serendi Beauty is a Korean beauty and skincare brand built around routine-driven product discovery across skincare, cleansing, masks, makeup, body, and concern-led categories. The brand entered the U.S. market with a premium B2C positioning and needed its digital presence to communicate credibility quickly to shoppers who were still learning the product line.
The assignment for Brenton Way was not simply to publish more content. Serendi Beauty needed a U.S. launch system that could build trust, earn visibility, translate product benefits into social proof, and make the brand easier for press, creators, and new customers to understand.
What problem did they face?
Turning a Korean skincare brand into a credible U.S. contender
Serendi Beauty was entering a competitive U.S. beauty market where established skincare brands, creator-led DTC labels, and retail-backed competitors were already competing for the same attention. The brand needed to move beyond awareness and establish a clearer reason for U.S. shoppers to trust, follow, and explore the product line.
Making product education work across channels
Beauty buyers do not respond to one message in one place. Press, social media, influencer content, paid media, and the website each needed a distinct role. The challenge was building a coordinated market-entry story that could create authority at the top of the funnel while still driving qualified visitors back to the brand.
How we solved it
Brenton Way developed a coordinated PR, social, content, and paid-media strategy for Serendi Beauty. The work connected brand positioning with channel execution so every placement, post, and campaign supported the same U.S. market-entry narrative.
Digital PR for credibility
The PR strategy focused on securing meaningful coverage and turning that coverage into a trust asset. Press was used to create third-party validation, make the brand more discoverable, and give new audiences a reason to take the product story seriously.
Social content for education and demand creation
Social content translated Serendi Beauty from a product catalog into a repeatable skincare story. Campaign themes were built around routines, product benefits, visual proof, and beauty buyer concerns so the brand could earn attention without relying only on promotional posts.
Paid media and influencer positioning for reach
Paid media amplified the strongest content angles while influencer positioning helped the brand show up in environments where beauty buyers already looked for recommendations. This gave the launch a stronger feedback loop: content created demand, paid media extended reach, and influencer activity added social proof.
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The methodology
Define the U.S. market-entry narrative
The strategy started with a clearer positioning system: who the brand was for, which skincare concerns mattered most, and why U.S. shoppers should pay attention. That foundation shaped press outreach, social calendars, creative briefs, and paid-media angles.
Assign a job to every channel
- PR built authority and third-party credibility.
- Organic social made the brand easier to understand through product education, routines, and visual storytelling.
- Influencer activity created recommendation-led proof for shoppers who needed validation before trying a new skincare line.
- Paid media expanded reach and pushed the strongest messages into higher-intent audience segments.
- Website traffic from social gave the team a clearer view of which content angles could move shoppers from discovery to exploration.
Use performance signals to sharpen the story
The campaign treated impressions, engagement, press wins, and referral traffic as strategic inputs, not vanity metrics. Each signal helped identify which narratives were earning attention and which channels were most effective at moving beauty shoppers closer to the brand.
Measurable impact
The campaign helped Serendi Beauty build a stronger U.S. digital footprint, reaching 250K monthly social impressions, securing three major press placements, generating a 35%+ social engagement rate, and driving more than 1,500 new visitors from social.
More importantly, the work gave the brand a market-entry system it could keep building on. PR created credibility, social content carried product education, influencer positioning added trust, and paid media gave the strongest content more distribution.
For a beauty brand entering a new market, that connected system matters more than isolated channel wins. Serendi Beauty left with clearer category positioning, stronger audience signals, and a more authoritative presence for U.S. shoppers discovering the brand for the first time.
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