Driving Prime Day Success for an Emerging K-Beauty Brand

Breaking into the U.S. beauty market as a growing Korean brand requires more than great products. It demands visibility, consumer trust, and strategic positioning. With Prime Day being one of the most competitive retail events of the year, Dr. Althea needed to stand out in a crowded marketplace, generate media buzz, and convert that awareness into sales momentum. As a result, the campaign incorporated targeted K-Beauty PR tactics that emphasize cultural relevance and authenticity to resonate with U.S. consumers.

5WPR developed a strategic media relations campaign designed to drive both awareness and Amazon category dominance. Ahead of Prime Day, the team executed a targeted relationship-building approach by hosting over 15 media editors at a series of curated Korean dining experiences. These events introduced Dr. Althea’s brand story and hero products, including the 345 Relief Cream, which was positioned as a must-have soothing moisturizer for sensitive skin, and the Pure Grinding Cleansing Balm, which was highlighted for its innovative grinding texture and deep cleansing benefits. The immersive experiences allowed editors to connect with the brand on a personal level, creating loyalty and interest ahead of Prime Day. Leading into the event, 5WPR strategically pitched Dr. Althea’s Prime Day promotions to top-tier media, leveraging the established relationships to secure placement in highly competitive gift guides and shopping roundups. The campaign also integrated digital marketing for health & wellness to amplify the reach and impact across consumer digital channels. The overall approach was driven by 5WPR’s specialized Prime Day PR and Marketing services designed to maximize visibility and business impact during this critical retail moment.

The campaign delivered exceptional results and positioned Dr. Althea as a rising star in the U.S. K-beauty category. Within a one-week span, the team secured over 30 Prime Day placements in major outlets, including Vogue, Allure, The Strategist, BuzzFeed, Who What Wear, USA Today, ABC News, CNN, and more. These placements generated more than 875 million media impressions, which drove massive brand visibility and consumer trust. The campaign also secured a full feature in The New York Post that spotlighted Dr. Althea as a top Prime Day deal. On Amazon, the 345 Relief Cream is now ranked number four in the Face Moisturizers category while the Pure Grinding Cleansing Balm is ranked number three in Makeup Cleansing Creams. The media buzz led to a TODAY Show segment highlighting Dr. Althea’s products as top Amazon beauty buys, which aired on July 30th. This success was powered by a combination of expert beauty marketing and digital PR that maximized exposure during a highly competitive shopping event.

By blending relationship-driven media outreach, strategic event planning, and timely pitching, 5WPR elevated Dr. Althea from an emerging K-beauty brand to a recognized name in the U.S. market. This campaign demonstrates the power of editor engagement and cultural storytelling in driving not just awareness but measurable sales and category leadership during major retail moments. The integration of specialized PR and digital marketing tactics ensures that beauty brands can break through crowded markets and connect meaningfully with consumers.