Glad2Glow.indo's Marketing Communication Strategy on TikTok Shop for Gen Z Women
DOI:
https://doi.org/10.55927/modern.v5i4.60Keywords:
Marketing Communication Strategy, TikTok Shop, Glad2 Glow, Gen Z WomenAbstract
TikTok Shop's growth has made it one of Indonesia's primary digital marketing platforms for beauty firms, particularly for skincare items aimed at Gen Z women. The purpose of this study is to describe Glad2Glow's marketing communication approach for January 2026. Indo was a well-liked top beauty store on TikTok Shop, with an emphasis on Gen Z women's skincare buying habits. TikTok account statistics and the Fastmoss analytics software provided secondary data. Descriptive qualitative examination of shop performance data (sales, revenue, live, creators) and content analysis of the 2.2 Big Sale campaign TikTok video are the methods employed. The findings demonstrate that Glad2Glow.indo used live streaming with a large sale theme as part of an integrated marketing communication strategy
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