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be airy said May 11 that the initial run of its be airy Lip Balm—launched through a curated campaign with influencer Hong Merry (real name Lee Ji-hong)—sold out.
The campaign ran six days on the brand’s official online store, from April 30 through May 5. be airy partnered with lifestyle creator Hong Merry to showcase product-use content.
The lip balm featured in the promotion reflects be airy’s minimalist design. Hong Merry posted photos and reviews across her social channels, which the brand says helped drive traffic and turn interest into purchases.
A be airy spokesperson said the product was developed with an emphasis on quality from the planning stage, and that Hong Merry’s content sped sales beyond expectations. The company is preparing additional production and restocking.
be airy said it plans to continue partnering with influencers on similar projects.
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