Since its founding back in 2020, Asian Beauty Essentials has been bringing the sacred skincare secrets of Taiwanese, Thai, Japanese, Chinese, and Korean beauty to the western world. In our successful e-commerce store, we have over 500 skincare and cosmetic products that address the main skin concerns. However, we soon discovered two important voids in the skincare world:
Though skincare is a trendy topic right now, only 28% of people (mostly women) know how to actually take care of their skin.
When it comes to the Spanish-speaking community in the U.S., there are not many brands creating content for them.
That’s why, as a brand, we know that beauty is not skinwalk in the park, so we want to detangle it and make the information accessible to everyone in the Spanish-speaking community. That’s why we’ve created the ABE Spanish Youtube, a channel where we share expert tips, routines, and curiosities.
Our objectives for this project are:
Bringing the best of Asian skincare to the Spanish-speaking audience that’s often ignored.
Make beauty simple, not a big instruction manual that no one can understand
Establish our channel as a go-to option for those looking to get truthful information about the beauty world
Become an inclusive channel that shares well-rounded information, taking into account skin type, concerns, or preferences.
Drive traffic to our website, so our audience can make well-informed beauty decisio
To bring the Spanish project to life, we first ask ourselves the next questions
Are there Spanish-speaking people in the U.S. searching beauty-related keywords in Spanish?
Are there Spanish-speaking YouTubers living in the U.S. and sharing information about Asian skincare?
After researching, we realized there was a void because there were many people in the U.S. using keywords in Spanish to research skincare as cosmetics, but there was no one answering their questions. That’s what inspired us to start our Spanish channel.
This happened back in July 2022 and, from that moment on, we started planning a comprehensive strategy to launch our channel by September 2022:
Identifying topics of interest for our target audience: from what were they searching for to their needs and interests. Knowing this helped us create a list of topics for our videos
Identifying the most searched keywords for those topics: for this, we used SEO and YouTube tools like Ahrefs and TubeBudddy to do keyword research and find the terms that have the best search volume and less competition.
Creating a team of YouTubers: we started with 10 Latinx YouTubers that would be in charge of creating long videos and shorts for our YouTube channel
Writing the scripts: using AI, like Jasper Writing Assistant, we started writing engaging and SEO-optimized scripts
Shooting the videos: we assigned each script to a YouTuber, giving them instructions about the background, tone of voice, etc.
Video optimization: after shooting, our editor is in charge of adding even more sparkle to the video. Meanwhile, our copywriters take charge of creating SEO-optimized descriptions for our videos
Finally, the magic happens and the video is uploaded! We uploaded our first video back on September 23rd, 2022.
One of the major challenges we faced during our phase of execution was creating workflow where everyone knows what to do and when to do it. Since it was a new process for us, organizing and setting up everyone for success was difficult, especially when there were many people involved. Nonetheless, over time we were able to create a flow that everyone felt comfortable with and we started spending less time trying to figure out what to do and more time making the project grow.
On the other hand, another challenge we’ve faced is bringing down all the beauty myths and misinformation that’s out there on YouTube. When it comes to beauty, misinformation can actually affect people by making them make terrible mistakes that can end up damaging their skin. From using raw lemon on the face to applying baking soda to pimples, there are many videos that can confuse people. That’s why we focus on being truthful to our audience and explaining clearly to them the do’s and don’ts of beauty
Overall, we use our channel to simplify the overly-complicated beauty world. In this sense, we view our brand as people’s skincare besties that are there not to judge or lie, but to give them what they need in an engaging way!
More than just selling Asian beauty products, in Asian Beauty Essentials our goal is to educate our community so they can make an informed decision about their skin and how to treat it. This goal is what drives us every day and inspires us to keep creating content.
After 4 months of proactively working on the ABE Spanish project, we’ve seen results that we never imagined having.
122 subscriptions to our channel
10,000 organic views
Today, our most watched video has 1,000 views which is impressive not only because it’s hard to get that result without paid ads, but also because it features a man in the video which finally overthrows the idea that skincare is only for women.
Though right now we’re not the leaders of the beauty world on YouTube, seeing those numbers makes us feel proud and even more inspired to keep going.
Key Takeaways:
Always know your audience and their interests, especially when you’re creating a project in a foreign language. Spanish searches and needs are not the same as English searches and needs.
Keyword research is a must. Use keywords throughout your script and in the description of each video.
Focus on quality over quantity. How your video looks, is more important than how many videos you upload.
Listen to your audience and give them the answers they’re looking for through your videos.
Be consistent and don’t give up. Subscriptions, likes, and comments won’t happen in a flash.
