By, Sabrina Mohd Noor
GOMBAK, 30 May 2025: In a vibrant and insightful sharing session organized by COMET IIUM a part of COMMFEST’25, IIUM alumna Haidah Halid took center stage at Multimedia Lab On 29 May 2025 to reveal the inner workings behind the marketing success of Skintific, a fast-rising skincare brand dominating today’s social media platform
Haidah, a graduate in Strategic Communication and currently serving as a Marketing Specialist at Skintific, captivated the audience with her dynamic take on marketing communication in the fast-paced digital world. She stressed that marketing communication is no longer a static concept but it is constantly evolving and deeply intertwined with societal behaviour and digital culture.
“Marketing communication today is very dynamic. It never stays the same. It’s not just about understanding human behaviour but it’s about understanding society as a whole,” she explained. She mentioned that in digital marketing, human behaviour plays a huge role. It’s no longer enough to talk about products in isolation. Instead, the focus is on how people interact with content, what’s currently viral, and how quickly something can fade into irrelevance. In essence, what’s trending today may no longer be effective tomorrow. That’s why Skintific’s team is always on alert, analyzing trends and quickly converting them into marketing content while the topic is still relevant.
In addition, she highlighted how Skintific has carved out a distinctive space in the crowded skincare industry by leveraging content dominance, particularly on TikTok. The brand ensures that its presence is felt strongly and consistently across digital platforms, especially in trending product categories. “If you search for ‘compact cushion foundation’ on TikTok, you’ll likely come across Skintific content,”. Skintific wants to be the top result. If another brand appears more frequently, it signals a weakness in strategy that the team quickly addresses. Their goal is simple which is to make the Skintific the first brand that comes to mind when people think about skincare.
Another key strategy Haidah highlighted is Skintific’s emphasis on the quality of the message behind each post that is crucial. If a video talks about great coverage but doesn’t visually deliver that experience, it won’t capture attention. Thus, the team puts a strong focus on aligning visual content with the actual product benefits.
Furthermore, Haidah also discussed the brand’s collaboration with key opinion leaders (KOLs) and influencers. Rather than choosing celebrities with massive follower counts, Skintific prioritizes influencers who can deliver strong engagement and authentic content. While celebrities may bring visibility, their tight schedules often limit consistent contribution to long-term campaigns. Sometimes, micro-influencers with less followers give them better results because their content is more relatable and consistent, which helps maintain visibility and trust with the audience.
Skintific’s marketing strategy is rooted in adaptability. The team keeps a close eye on TikTok trends not for entertainment, but for inspiration. This is because every trend, sound, or video format is analyzed for marketing potential. “We even ask candidates during interviews what they’ve seen trending on TikTok recently,” Haidah revealed. The goal is to stay ahead of what captures public interest, ensuring their content remains relevant and engaging. However, the team also understands that trends fade quickly, so speed and creativity are turning ideas into action before the moment passes.
Another aspect she touched on was how Skintific evaluates the effectiveness of its marketing strategy. When measuring success, Skintific looks at both impressions and increasing impressions which is not just how many times content is seen, but how its visibility grows over time. They also rely on GMV (Gross Merchandise Value) to track the actual sales generated from content. For example, to meet mothly targets, a product priced at Rm 40- RM 45 must generate millions in GMV within a month to consider the campaign successful. This means the marketing content not only needs to attract attention but also convert that attention into purchases.
Through Haidah’s insights, the session emphasized the dynamic nature of marketing communication where adaptability, creativity, and digital fluency are essential to staying relevant. In a fast-moving digital landscape, marketers must be ready to respond to changing trends, evolving consumer behavior, and shifting platforms. It’s not just about promoting a product, but about understanding what captures attention, builds trust, and drives engagement.***
