How a skincare brand flipped the script
Most beauty launches follow the same formula: glossy campaigns, trending TikTok sounds, and a line-up of influencers posting rehearsed “get ready with me” videos. Peach & Lily decided to do things differently. When it introduced its MiniProtein Exosome Bioactive Ampoule, the brand leaned into mystery rather than hype. Instead of sending out flashy PR boxes, it delivered plain, unbranded bottles to a small group of experts. No logos, no big reveals, just the product itself.
This bold choice turned out to be a masterclass in how to run an effective influencer marketing strategy. Within days, dermatologists, cosmetic chemists, and estheticians were posting their genuine thoughts. Followers weren’t watching staged content; they were witnessing real curiosity unfold. The suspense drew people in, and the payoff was massive: engagement rates came in five times higher than the brand’s previous campaigns.
The power of mystery and trust
By removing the brand name, Peach & Lily created intrigue. Viewers of the campaign weren’t distracted by packaging or preconceived ideas. They were listening closely as experts speculated about what the product was, who made it, and how it performed. This shift away from quick, trendy audio clips to authentic storytelling felt refreshing in a space where most posts look nearly identical.
What stood out even more was that the brand put its trust in professional voices. Instead of chasing whatever was viral that week, it leaned into authority figures who could break down the science behind the formula. Dermatologists discussed ingredients, estheticians shared hands-on experiences, and cosmetic chemists explained why the serum might be effective. That blend of expertise with mystery created a powerful loop of trust. It was an influencer marketing strategy that valued substance over flash.
Blending education with excitement
Peach & Lily has always thrived by teaching its audience. Years ago, the company sparked the glass skin movement in the U.S. by explaining what it meant to have luminous, healthy skin. For this new launch, it tapped into the same strength. The brand gave influencers a dossier filled with ingredient notes and encouraged them to explain what each element might do.
That approach worked perfectly for its community, which spans Gen Z through to customers in their 60s. These shoppers care about what’s in their products and why it matters. Instead of overwhelming them with jargon, Peach & Lily created layers of information. A TikTok might offer a high-level breakdown, while a blog post or carousel goes deeper for those who want the science.
The campaign didn’t just stir curiosity; it left people feeling smarter and more empowered about their choices. For entrepreneurs looking to improve their own influencer marketing strategy, this is a key takeaway: meet your audience where they are, and build content that feels natural for their level of knowledge.
The reveal that felt like a story
When it was time to finally attach the Peach & Lily name, the team kept the suspense alive. They hosted a New York event with more than 60 influencers and creators. The room was designed without obvious branding, filled instead with clean glass and neutral accents. Guests mingled, speculated, and shared guesses while screens around the room teased the mystery product. Only later did the official reveal play, connecting the dots and showing that the serum everyone had been buzzing about came from Peach & Lily.
Within just two hours, the campaign racked up over a million impressions. More importantly, the sentiment was overwhelmingly positive. People weren’t just talking about another serum; they were telling the story of how it was launched. That’s the beauty of this approach: it transformed a product drop into a shared narrative. And at its core, that’s what a strong influencer marketing strategy should do.
Lessons for other brands and entrepreneurs
So, what can other businesses learn from this marketing strategy? First, don’t underestimate the power of restraint. In a world where everyone is shouting the loudest, sometimes whispering gets you heard. Sending out unbranded products might feel risky, but it builds credibility and curiosity in ways a polished PR box cannot.
Second, lean into education. Whether your brand is in skincare, tech, or even food, there’s always something to teach. Break down your product in a way that adds value for your audience. When consumers feel informed, they feel connected.
Finally, remember that going viral isn’t always the goal. Peach & Lily has been clear that chasing short-term attention isn’t sustainable. Instead, it builds repeatable campaigns rooted in trust and transparency. That’s the kind of consistency that grows loyalty year after year.
For entrepreneurs looking to craft their own path, Peach & Lily’s playbook is proof that you don’t need to follow every trend to win. What you need is clarity on your audience, respect for their intelligence, and the courage to do something different. That’s where real growth happens, and why this campaign is a standout example of an influencer marketing strategy done right.
FAQ’s
What’s the simplest way to make a campaign feel real?
Let the product or story speak first, skip the trend, and let curiosity build naturally.
How can small creators truly help?
They bring genuine engagement and trust, and often at a friendlier budget than big-name influencers.
Why should education matter in online campaigns?
When people feel informed, they don’t just buy, they stick around, tell their friends, and come back for more.