Marketing data project · Sep 2025 — Feb 2026
NEUL20S
GROWTH BELOW
THE SURFACE
Marketing Data Analyst · E-commerce Growth
I turned marketplace, customer and campaign data into decisions for pricing, livestream operations, promotions and sustainable growth across TikTok Shop and Shopee.
01 · Company & brand
Beauty beyond standards.
Confidence beyond a product.
NeuL20s is a Korean skincare brand built around resilience, individuality and sensitive-skin care.
Its official story begins with a young person’s recovery from severe burns and evolves into a wider mission: helping people discover confidence beyond uniform beauty standards.
The name connects “neul”, meaning “always” in Korean, with the feeling of radiance and confidence associated with one’s twenties.
Read the official brand story02 · Product ecosystem
One calming ritual.
Four commercial roles.
Instead of presenting four isolated SKUs, the product story becomes a simple progression: purify, balance, restore and protect.
Purify
01
Spicule CICA Foam Cleanser
A gentle cleansing entry point designed around CICA, BHA, hyaluronic acid, probiotics and tea tree.
↗
Balance
02
Centelsome 5X Soothing Toner
A watery first layer in the 5X routine, positioned to calm, hydrate and prepare sensitive skin.
↗
Restore
03
Centelsome 5X Soothing Serum
A targeted soothing layer that combines the brand’s CICA story with hydration and barrier support.
↗
Protect
04
Centelsome 5X Soothing Cream
The final moisturizing step, created to seal in hydration and support sensitive, irritation-prone skin.
↗03 · Marketing campaign system
From a skincare claim
to a shoppable story.
The work connected product education, short-form creative, livestream operations, bundles and marketplace promotions. Each content layer had a commercial job.
Educate
Explain the ingredients, product roles and routine in a format the audience can understand quickly.
Demonstrate
Use short-form content and livestream moments to turn an abstract skincare promise into practical proof.
Package
Translate product combinations into clear bundles, gifts and seasonal reasons to purchase.
Convert
Bring discovery, store readiness, promotion and marketplace operations together at the buying moment.
04 · Key challenge
Growth was not limited
by demand alone.
The real constraint was a connected operating problem: lean investment, limited capacity, incomplete commerce infrastructure and cross-language decisions.
A USD 500 monthly marketing ceiling
Every test needed a clear commercial reason. Budget could not absorb unfocused reach, excessive discounts or long learning periods.
+A three-person operating team
Two in-house members and one external marketing agent had to cover content, marketplaces, livestream support, reporting and daily coordination.
+An unfinished digital storefront
The website and marketplace catalog were still being updated, so awareness could grow faster than the conversion infrastructure.
+Cross-language decision making
A Korean owner, Vietnamese market context and multiple distribution layers increased the need for clear evidence, pricing logic and concise reporting.
+Content-positioning mismatch
Humorous content generated attention, but part of that traffic did not match a roughly $9-$15 mid-range skincare position, creating noisy signals and weaker purchase intent.
+05 · My role
Make the numbers
useful to the people doing the work.
My role sat between data and execution: finding the signal, explaining the commercial friction and turning it into a practical next move.
Observe
Purchasing behaviorRead order, product, revenue and platform data to locate demand patterns and customer drop-off points.
Diagnose
Commercial frictionSeparate creative, pricing, marketplace and operational issues instead of treating every weak result as a media problem.
Translate
Actionable decisionsTurn analysis into recommendations for livestream operations, promotions, product bundles and channel priorities.
Measure
Business outcomesMonitor CTR, ROAS, AOV and GMV, then connect campaign activity to revenue, fees, payout and profit.
Analysis stack
ExcelPower BISQLTikTok ShopShopee
06 · December performance
Revenue on the surface.
Economics underneath.
Every figure below comes from the submitted December 2025 workbook. Values are presented in USD, while reported and calculated figures remain clearly separated.
Channel result
Thousand USD
Reported result by marketplace
TikTok profit · $2.20K
Shopee payout before COGS · $184
Cost structure
USD
Largest TikTok fee lines
Original workbook
December 2025 revenue report
Download the submitted Excel file to inspect the source rows, formulas, TikTok settlement items and Shopee order details.
USD equivalents use indicative rates of 26,300 VND/USD and 33.5 THB/USD; values are rounded for presentation. Download Excel report| Metric | December value | Evidence |
|---|---|---|
| TikTok gross revenue | $14,445 | Reported · converted |
| Net revenue after discounts & returns | $9,152 | Reported · converted |
| TikTok platform & operating fees | $2,284 | Calculated · converted |
| TikTok settlement | $6,756 | Reported · converted |
| TikTok profit | $2,199 | Calculated · converted |
| Shopee gross revenue | $270 | Reported · converted |
| Shopee estimated payout before COGS | $184 | Calculated · converted |
07 · Product signal
The catalog did not
contribute equally.
The product table shows a clear hero SKU and a useful second layer of routine builders. That changes how bundles, content hooks and livestream sequencing should be designed.
Top five submitted items
TikTok Shop
Units sold
CICA Foam Cleanser units
The highest-volume listed SKU can open the story, while the 5X line expands basket value through a complete routine.
Top-five sales records
Bundles should be built from observed pairing behavior, not only from the products the team wants to push.
Hero product, multiple routes
Use one familiar entry product across education, livestream and seasonal offers, then introduce the routine.
08 · Seasonal activation
Tết trọn vẹn
bắt đầu từ làn da.
The Tết creative system reframed the product routine as a seasonal gift: hero products, clear bundles, an immediate offer and a visual language designed for marketplace conversion.
A direct seasonal reason to enter the product page.
Gift-with-purchase increases perceived value without relying on a single discount message.
A marketplace-native trigger designed to reduce hesitation at checkout.
The artwork connects cleanser, toner, serum and cream as one coherent ritual.
09 · What the data tells me
Do not optimize the ad
before understanding the system.
The final result was not one winning creative. It was a clearer view of where the business creates value, where it loses margin and what deserves the next investment.
TikTok was the scale engine.
The submitted report shows approximately $2.20K TikTok profit, while Shopee contributed an estimated $184 payout before cost of goods. The two figures are intentionally not combined.
The cleanser was the volume hero.
Spicule CICA Foam Cleanser led the listed product set with 244 units, giving future bundles and livestream scripts a clear acquisition anchor.
Fees changed the real growth story.
Affiliate and fixed commissions were the two largest fee lines. GMV alone could not explain the quality of the result.
Operations were part of performance.
With a small team and an unfinished storefront, product updates, offer clarity and livestream execution were as important as media optimization.
Final learning
“Performance improves when product, content, pricing, operations and platform economics are measured as one connected system.”
End of case study