Boob stickers are selling like hotcakes on TikTok.
In recent years, the rapid rise of women’s consciousness and economy, some of the product design views that applied in the past are changing. Take underwear as an example, fewer and fewer people are choosing heavy, constricting steel-rimmed corsets, and comfortable underwear better meets the needs of female consumers, and under these changes, some brands have begun to rise to prominence.
In the last two months, there is a brand underwear in the TikTok Shop U.S. area successively dominated the list, become the category of explosive products, even in the cold wave wrapped in January, the sales of the product also overwhelmed the fall pants, sweatshirts and other hot seasonal products, a month to sell more than 20,000 pieces of the women’s lingerie brand is CAKES body.
CAKES body is known to have been founded by two sisters, Taylor Capuano and Casey Capuano Sarai, and the brand was inspired by their personal experiences.Taylor Capuano and Casey Sarai said they had a dissatisfaction with sports bra and bra alternative designs and wanted to develop a fit for all body shapes with Innovative, comfortable, and beautiful alternatives to traditional bras, CAKES body was born in 2022.
While CAKES Body isn’t the only manufacturer of bra patches, there are some key design details that make CAKES the brand out of the ring.
In terms of material, CAKES body is made of reusable skin-friendly silicone, without the use of any adhesives, and the product naturally “adsorbs” to the skin through the body’s temperature, while CAKES breast patches are fully washable and reusable without the use of adhesives. In terms of design and appearance, CAKES Body also offers a wide range of cup sizes and skin colors to meet the needs of consumers of all skin tones and body types.
Multiple features make this product popular among consumers, just in the past February and March, its breast stickers achieved sales of 38,700, 64,600, sales of $1,082,600, $1,799,400, for many months topped the sales of this category.
In fact, at the beginning of CAKES body’s launch on TikTok Shop, its breast stickers had already achieved an excellent record of reaching a million dollars GMV in seven days, and last July it even achieved an explosive growth in sales on TikTok’s U.S. station.
CAKES body’s pop-up logic
In the highly competitive women’s and ladies’ underwear category of TikTok US, CAKES body stands out as a phenomenal hit, behind which lies the brand’s precise grasp of female consumers’ pain points and the perfect use of marketing.
The first is that with the popularization of feminist ideas, modern women pay more attention to comfort and health, and the non-marking, strapless design of the chest patch is exactly what consumers need. Especially in the hot summer, almost the majority of women will have demand for this product, the customer base is extremely broad.
From women’s point of view, CAKES body’s breast stickers accurately hit the pain point, the traditional breast stickers use adhesives, which can easily cause allergies and discomfort, but CAKES body will be divided into sticky CAKES and grippy CAKES two models: sticky CAKES with medical grade adhesives, suitable for a variety of cups of the chest, more Everyday; grippy CAKES, on the other hand, does not use adhesive and relies on body temperature adsorption, which ensures that it is not easy to fall off even when exercising or swimming.
The second is the endorsement of Shark tank (Chinese translation “Creative Winner”), Shark tank is a well-known entrepreneurial investment reality show produced by ABC TV, since its premiere in 2009, has become an important landmark program of the global entrepreneurial culture. 2023, the two sisters to take advantage of the situation on the Shark tank entrepreneurial reality show, it is understood that in the show In 2023, the sisters took the opportunity to appear on the Shark Tank reality show, and it was reported that the company’s sales tripled 24 hours after the show aired.
The last is successful marketing and publicity, in this regard, Darren can be said to play a vital role. According to relevant data, over 90% of CAKES body’s sales contribution in the last 30 days has come from video bandwagons.
In recent times, PartnerCentric conducted a survey on thousands of Americans aged 18 to 60, and there is an important trend showing in front of everyone – Netroots (influencers) play a key role in promoting TikTok Shop consumption. 63% of respondents under 60 years old said they refer to influencers for advice, and nearly half of those TikTok Shop purchases are driven by influencer content.
CAKES body is also recommended by many netizens not only on TikTok, but also on other social media platforms, and it is clear from the number of plays that these videos play an important role in increasing brand awareness.
In addition to this, CAKES body is also committed to community involvement and philanthropy, stating that $1 will be donated with every order to support women’s health programs. This not only boosts brand exposure and sales, but also establishes an emotional link with the consumer population, enhancing user favorability and brand identity.
Overall, the popularity of CAKES body is not a coincidence, but an inevitable result of the brand’s accurate insight into market demand, continuous innovation of product experience and efficient use of marketing strategy. This case also brings inspiration to many cross-border brands: only with a deep understanding of the psychology of consumers in the target market, combined with effective marketing means, can they stand out in the fierce international competition.
