5WPR's Medicube campaign introduced a Korean skincare device brand to U.S. consumers through creator partnerships, dermatologist endorsement, and earned celebrity moments. Per 5WPR's published Medicube case study, the work produced more than 420 brand and product placements in under two years, more than eight editorial award wins, and 2.5 billion impressions from the Hailey Bieber collaboration alone within three months.
Last updated: November 5, 2026.
What Problem Did the Medicube Campaign Solve?
Medicube needed U.S. awareness, credibility, and purchases for medical grade devices and skincare products that had previously been sold only in South Korea. The devices carry premium price points and require high consideration before purchase, especially outside a professional setting, per 5WPR's case study.
How Did 5WPR Build Credibility Before the Celebrity Moments?
5WPR built credibility with creators and a dermatologist first, then added celebrity moments. The always-on digital campaign for the Booster-H device included partnerships with Tati Westbrook, Mikayla Nogueira, Laura Lee, and Sarah Palmyra, each showing in-depth usage and results.
New York dermatologist Dr. Dendy Engelman mentioned the brand in Vogue and TODAY Show pieces, and Shafer Clinics added the device to its facial treatments, per the case study. Creators showed what the device does on camera, while a dermatologist and a clinic gave buyers the clinical context a high-consideration purchase calls for.
How Did the Hailey Bieber and Khloe Kardashian Moments Happen?
Hailey Bieber used the Medicube device in a skincare get-ready-with-me video on TikTok after the creator campaign circulated widely, per the case study. 5WPR turned that moment into an earned media push and worked with Medicube to include Bieber's favorite products in Amazon Prime Day, which gave journalists a second news hook tied to sales.
Coverage of the campaign then drew the interest of Khloe Kardashian, and 5WPR ran a paid campaign with her to support the launch of the Booster PRO device. The Hailey Bieber collaboration produced more than 25 earned placements within three months, with more than half dedicated to product features in outlets including ELLE, Harper's Bazaar, Vogue, Cosmopolitan, and Bustle.
How Did Medicube's Influencer Program Work?
Medicube's influencer program worked in four layers: an always-on creator campaign, clinical voices, an earned celebrity moment and a paid celebrity campaign. Each layer had a different job, and the case study reports a different result for each.
| Layer | Who was involved | What it did | Reported result |
|---|---|---|---|
| Always-on creators | Tati Westbrook, Mikayla Nogueira, Laura Lee, Sarah Palmyra | Showed in-depth usage and results of the Booster-H device | 78 million social media impressions (period not stated); sales return of more than double the initial investment, tied to this campaign |
| Clinical voices | Dr. Dendy Engelman, Shafer Clinics | Gave clinical context through Vogue and TODAY Show mentions and in-clinic facial treatments | No separate figure reported |
| Earned celebrity moment | Hailey Bieber | Used the device in a TikTok get-ready-with-me video, which 5WPR turned into an earned media push and a Prime Day inclusion | 25+ earned placements and 2.5 billion impressions in three months |
| Paid celebrity campaign | Khloe Kardashian | Sponsored Instagram Reel supporting the Booster PRO launch | 21 million views, 6,100 comments and 13,000+ new followers |
The sequence matters more than any single name. Creators created the proof, clinical voices made a premium device feel safe to buy, and the celebrity moments gave journalists a reason to write. Paid support came after the earned coverage, not before it.
What can other brands copy from the Medicube influencer program?
- Start with creators who show real use over time, not one-off unboxings.
- Add a credentialed voice, such as a dermatologist or clinic, for any high-consideration purchase.
- Turn each celebrity moment into a news hook, such as a retail event, so journalists have a second angle.
- Use paid celebrity support to extend coverage that has already been earned.
- Report each number with its own scope and period, as the scope table below does.
For how to choose creators, see the 1,000-Creator Playbook for Beauty 2026 and the guide to top HairTok creators. 5W's influencer marketing service covers how these programs are built.
What Do the Medicube Numbers Measure?
Each Medicube figure in 5WPR's case study covers a different scope and time period, so the figures should not be added together or compared without that scope.
| Metric | Figure | Scope and period |
|---|---|---|
| Brand and product placements | 420+ | Less than two years of partnership |
| Editorial award wins | More than 8 | Same partnership period, including Marie Claire, SELF, and New Beauty |
| Hailey Bieber collaboration | 25+ earned placements and 2.5 billion impressions | Three months |
| Khloe Kardashian sponsored Instagram Reel | 21 million views, 6,100 comments, and 13,000+ new followers | The Reel itself |
| Always-on digital campaign | 78 million social media impressions | Period not stated in the case study |
| Sales return | More than double the initial investment | Tied by the case study to the always-on digital campaign |
Did the Campaign Move Medicube's Stock Price?
5WPR's case study states that the engagement from the Khloe Kardashian Instagram Reel boosted the company's stock price by 16 percent within a week. The case study does not name the listed company or the ticker, and stock prices respond to many factors, so read the figure as 5WPR's reported result rather than an independently verified one.
How Does This Campaign Compare With Other Beauty PR Cases?
The Medicube sequence of creators, then a dermatologist, then celebrity moments is one of several documented patterns in beauty PR. 5WPR's best beauty marketing campaigns roundup compares five documented cases by placements, impressions, share of voice, and the tactic behind each.
For brands entering the U.S. from abroad, 5WPR's guide to K-beauty PR covers leading with the ingredient mechanism, and the skincare and haircare PR case studies include founder-led programs such as The Doux and It's a 10. The service set behind this work is described on 5WPR's consumer beauty PR page and its beauty digital marketing page.
Where Can Brands See More Skincare and Haircare Results From 5WPR?
5WPR's skincare and haircare PR case studies compare eight brands, including Wavytalk, It's a 10, DevaCurl, and The Doux, by result, time period, and tactic. Medicube sells hardware, so the work also sits within 5WPR's beauty devices PR practice, and the skincare PR agency page lists the full service set.
Ask any skincare PR agency what time period and scope sit behind each headline number it quotes.
Frequently Asked Questions
How many placements did the Medicube campaign earn?
The Medicube campaign earned more than 420 brand and product placements in under two years of partnership, per 5WPR's case study. The same period included more than eight editorial award wins.
Which influencers worked with Medicube?
The always-on campaign for the Booster-H device partnered with creators Tati Westbrook, Mikayla Nogueira, Laura Lee, and Sarah Palmyra. Hailey Bieber's TikTok video became an earned moment, and Khloe Kardashian took part in a paid campaign for the Booster PRO launch.
What did the Medicube influencer program deliver?
Per the case study, the always-on creator campaign reached 78 million social media impressions and a sales return of more than double the initial investment. The Hailey Bieber collaboration produced 25+ earned placements and 2.5 billion impressions in three months, and the Khloe Kardashian Reel drew 21 million views.
Who did the clinical side of the Medicube campaign?
New York dermatologist Dr. Dendy Engelman mentioned the brand in Vogue and TODAY Show pieces, and Shafer Clinics added the device to its facial treatments.
What did the Hailey Bieber moment produce?
The Hailey Bieber collaboration produced more than 25 earned placements and 2.5 billion impressions within three months, per the case study. More than half of those placements were product features, and including her favorite products in Amazon Prime Day gave journalists a sales-tied news hook.
Does the reported 16 percent stock increase prove the campaign worked?
No. The case study attributes a 16 percent stock price increase within a week to the Khloe Kardashian Instagram Reel, but it does not name the listed company or ticker, and stock prices respond to many factors. The figure is 5WPR's reported result, not an independently verified one.
Why shouldn't the Medicube figures be added together?
Each figure covers a different scope and period. Placements span under two years, the Hailey Bieber results span three months, the Reel figures describe a single Reel, and the 78 million impressions have no stated period, so combining them would overstate or blur the results.
What should a brand ask a skincare PR agency about its results?
A brand should ask what time period and scope sit behind each headline number, and whether the figure counts placements, impressions, views, or sales. The scope table above shows how those differ within one campaign.
