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.
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.
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.
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.
