Glad2Glow.indo's Marketing Communication Strategy on TikTok Shop for Gen Z Women

Ardianta Selasa, September 08, 2026
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FORMOSA NEWS

Live Streaming and Content Creators Drive Glad2Glow's Marketing Communication Success on TikTok Shop

Integration of live streaming, content creator collaborations, and persuasive promotional messaging serves as the primary driver behind the digital marketing communication success of the skincare brand Glad2Glow. This key finding was revealed in a recent peer-reviewed study conducted by Riang Rafi Amru, Dhimam Abror, and R. Ayu Erni Jusnita from the Faculty of Communication Science at Universitas Dr. Soetomo. Published in the Indonesian Journal of Contemporary Multidisciplinary Research (MODERN) in July 2026, the study analyzed the performance and content patterns of the official TikTok Shop account @glad2glow.indo. The research proves that executing an integrated marketing communication strategy tailored to the purchasing habits of Gen Z women propelled the store to the top national sales rank in the beauty category on TikTok Shop Indonesia.

Background

Digital transformation has significantly altered the marketing landscape of Indonesia's beauty industry. Brand sales no longer depend solely on physical storefronts or conventional e-commerce platforms, shifting instead toward social commerce ecosystems like TikTok Shop. The beauty sector now contributes nearly 40 percent of total transactions on TikTok Shop. Gen Z women represent the most strategic consumer target due to their active social media presence and high responsiveness to product reviews and discount campaigns. However, intense exposure to promotional content, appealing visual standards, and limited-time offers frequently trigger impulse buying and "doomspending"—excessive purchasing driven by emotional factors among young consumers. This phenomenon highlights the importance of analyzing how digital marketing communication strategies are designed to influence young buyers' purchasing decisions.

Research Methodology

The researchers from Universitas Dr. Soetomo used a descriptive qualitative research design to examine Glad2Glow's marketing communication strategy in depth. The research team analyzed secondary data retrieved from the Fastmoss analytics software alongside CSV statistical data files from the @glad2glow.indo TikTok account covering store transactions and campaigns from early 2026.

Data collection was conducted through digital documentation across several key variables:

  • Store performance metrics (unit sales, total revenue, market rankings, and transaction channels).
  • Account statistics (follower counts, total likes, video volume, and average view counts).
  • Content analysis of video descriptions, promotional language patterns, and hashtag usage during the "G2G 2.2 Big Sale" campaign.

Key Findings

Analysis of shop analytics and content features revealed several critical findings regarding Glad2Glow's digital communication performance:

  • Top National Sales Position: The @glad2glow.indo store recorded total sales of approximately 24.75 million product units with total revenue reaching IDR 2.386 trillion. This performance placed the store at rank 1 nationally in the beauty category and rank 2 across all shop categories on TikTok Shop Indonesia.
  • Dominant Role of Creators: The vast majority of shop transactions originated from third-party content creators (affiliates/influencers), who contributed 74.23 percent of total sales.
  • Video and Live Stream Sales Channels: Short-form video content accounted for 61.99 percent of transactions, while live streaming sessions generated 24.27 percent of sales.
  • Aspirational Beauty Framing: Content descriptions consistently featured aspirational beauty narratives such as "glass skin," "flawless," and "Korean eonni makeup look," combined with affordable price points under IDR 100,000 to appeal to Gen Z women's self-image aspirations.
  • Urgency Strategies and Hashtags: Persuasive phrases such as "EXCLUSIVE PROMO ONLY ON LIVE" and "JOIN G2G LIVE NOW" created a sense of scarcity that prompted immediate buying actions. Campaigns were further amplified by thematic hashtags including #glowcushion, #promoambyar, #gajiansale, and #glad2glowpromo.

Real-World Implications and Impact

The study by researchers at Universitas Dr. Soetomo provides actionable insights for marketing professionals, the beauty industry, and consumer advocacy groups:

  • Implementation of Integrated Marketing Communication (IMC): Digital marketing success requires message consistency across channels. Collaborating with creators serves as an authentic extension of brand communication that builds trust with Gen Z audiences.
  • Leveraging Live Commerce and Data Analytics: Retail businesses can utilize real-time live streaming and store analytics to structure targeted promotions, accelerate conversion rates, and build interactive customer relationships.
  • Enhancing Financial Literacy for Young Consumers: Behind successful promotional campaigns lies the risk of impulse buying and doomspending among Gen Z women. These findings emphasize the need for educational initiatives that foster rational purchasing habits in high-pressure digital environments. "Marketing communication strategies on TikTok Shop function not only as tools for driving sales, but also as digital communication practices that shape beauty perceptions, consumption emotions, and young women's shopping behavior," stated Riang Rafi Amru, Dhimam Abror, and R. Ayu Erni Jusnita from Universitas Dr. Soetomo.

Author Profiles

  1. Riang Rafi Amru, S.I.Kom. – Lead author and researcher at the Faculty of Communication Science, Universitas Dr. Soetomo, specializing in digital marketing communication, new media, and social commerce.
  2. Dr. Dhimam Abror, M.Si. – Lecturer and scholar at the Faculty of Communication Science, Universitas Dr. Soetomo, with expertise in communication strategy, mass media, and journalism.
  3. R. Ayu Erni Jusnita, S.Sos., M.Si. – Lecturer and researcher at the Faculty of Communication Science, Universitas Dr. Soetomo, focusing on communication science, public relations, and integrated marketing communication.

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