Of course. It's wise to build a solid research plan before diving into execution. A well-structured approach will ensure your final content roadmap is strategic, effective, and directly addresses the client's goals.

Here is a professional business research proposal to guide your work.

Business Research Proposal: 3-Month TikTok Content Roadmap for a Startup Skincare Brand

This proposal outlines the methodology for developing a comprehensive TikTok content strategy for a new skincare brand entering the Southeast Asian markets of Malaysia, Singapore, and the Philippines. The plan is divided into two phases: Information Collection and Information Analysis.

Recommended Framework: The AIDA Model & Content Pillars

Framework Teaching:

• The AIDA Model (Awareness, Interest, Desire, Action): This is a classic marketing framework that maps the customer's journey from first hearing about a brand to making a purchase. We will use it to structure the 3-month roadmap, ensuring a logical progression from brand introduction to driving sales.
  • Awareness: Making the target audience know the brand exists.
  • Interest: Grabbing their attention with relevant, engaging content.
  • Desire: Creating an emotional connection and making them want the product.
  • Action: Prompting them to make a purchase, primarily through TikTok Shop.
• Content Pillars: These are 3-5 core themes or topics that your content will consistently revolve around. Instead of creating random videos, pillars ensure all content reinforces the brand's identity and key messages.

Applicability Explanation:

The AIDA model is perfectly suited for a new market entry, as it provides a phased approach to building a relationship with potential customers. Month one will focus on creating Awareness, month two on building Interest and Desire, and month three on driving Action. Layering the Content Pillars framework on top will ensure that your message about the brand's story and sustainable ingredients is consistent and clear at every stage of this journey.

Phase 1: Information Collection

To effectively use the AIDA and Content Pillars frameworks, we must first gather specific data about the market, competitors, and target audience. The following activities will provide the necessary inputs for our analysis.

1. Web Search Content

• TikTok Skincare Trends in SEA:

  • Queries: Gen Z TikTok skincare trends Southeast Asia 2025, skincare trends Malaysia Singapore Philippines, Gen Z perception of "skinimalism" and "barrier repair"
  • Purpose: To understand the specific trends like "skinimalism" and "barrier repair" that are popular in the target markets. This information will form the basis of our "Interest" stage content, ensuring it is relevant and resonates with what the audience is already watching.

• Competitor & Brand Storytelling Analysis:

  • Queries: competitor skincare brand storytelling on TikTok, successful TikTok Shop skincare campaigns Southeast Asia
  • Purpose: To learn from what works. We will analyze how successful brands communicate their story and drive sales on TikTok. This provides a practical blueprint for structuring our "Awareness" and "Action" stage content.

• Influencer Identification:

  • Queries: sustainable beauty influencers Malaysia, natural skincare influencers Singapore, eco-conscious influencers Philippines
  • Purpose: To create a primary list of potential partners. We need to identify influencers who already champion the values of sustainability and natural ingredients, as their endorsement will appear more authentic.

• Cultural & Market Nuances:

  • Queries: cultural beauty norms and trends in Malaysia Singapore Philippines, importance of sustainability in cosmetics for filipino consumers
  • Purpose: To understand the subtle differences between the three markets. Content must be localized to be effective. For example, beauty standards in Malaysia are influenced by its multicultural society, a factor we must respect in our visuals and messaging. This data is critical for adapting our entire strategy for each country.

2. User Interview Planning

• Interview Subjects:

  • Gen-Z (18-25 years old) individuals from Malaysia, Singapore, and the Philippines.
  • Must be active daily TikTok users who follow beauty/skincare creators.
  • Must have purchased skincare after seeing it on TikTok within the last 6 months.

• Interview Purpose: To dig deeper than the public trend data. We need to understand the 'why' behind their behavior. Why do they trust one brand's story over another? What makes a sustainability claim feel real versus like corporate greenwashing? This qualitative data is the key to crafting a truly authentic brand voice and positioning.

• Core Interview Questions:

  1. "Think about the last skincare product you bought because of TikTok. What was the first video you saw about it, and what about that video made you stop scrolling?"
     • Analysis Purpose: This helps us understand the crucial "hook" needed for the Awareness stage. We can identify patterns in effective video formats, sounds, and opening lines.
  2. "What does a 'brand story' mean to you for a skincare product? What kind of content makes you feel connected to a brand's mission or founders?"
     • Analysis Purpose: This will directly shape our "Brand Story" Content Pillar. It tells us whether to use founder interviews, behind-the-scenes lab footage, or ingredient-sourcing stories.
  3. "Many brands claim to be 'sustainable' or 'natural.' What specific things would a brand need to show you on TikTok for you to believe them?"
     • Analysis Purpose: This is critical for making the brand's core values tangible. The answers will define the content for our "Sustainability" Content Pillar, telling us if we should focus on packaging, ingredient sourcing, or certifications.
  4. "Describe an influencer collaboration that felt authentic and one that felt like a boring ad. What was the difference?"
     • Analysis Purpose: This will provide rules for our influencer engagement strategy, ensuring we structure partnerships to build trust and generate genuine Desire, rather than just paying for a one-off mention.

Phase 2: Information Analysis

Once the information is collected, we will synthesize it through the lens of our AIDA and Content Pillar frameworks to build the final roadmap. This is how we will turn data into an actionable strategy.

1. Define Core Strategy & Content Pillars

• Action: Synthesize interview answers about "sustainability" and "brand story" with web search findings on "skinimalism" and "barrier repair".
• Process: We will define the brand's unique TikTok Positioning. Then, we will establish 3-4 Content Pillars. For instance:
  • Pillar A: Our Sustainable Journey: Transparently showing ingredient sourcing and eco-friendly packaging.
  • Pillar B: Skinimalism Science: Educating users on how our natural ingredients support barrier health with a "less is more" approach.
  • Pillar C: The Founder's Mission: Telling the authentic story behind the brand's creation.

2. Structure the 3-Month AIDA Roadmap

• Action: Map the Content Pillars across a 3-month calendar based on the AIDA model.
• Process:
  • Month 1 (Awareness): Focus heavily on Pillars B and C. We will use fast-paced, educational content with trending audio to introduce the brand and its philosophy. Our goal is to quickly build a foundational following.
  • Month 2 (Interest & Desire): Lean into Pillar A and continue with Pillar B. We will launch an influencer campaign and encourage user-generated content (UGC). Content will shift to tutorials, 'get ready with me' (GRWM) formats, and Q&As to show the products in a real-world context and build community trust.
  • Month 3 (Action): Integrate all pillars with a strong call-to-action. We will run TikTok Shop promotions, feature compelling influencer testimonials, and create content that directly addresses purchase barriers identified in interviews. This month is focused on converting interest into sales.

3. Develop the Influencer & Localization Blueprint

• Action: Combine the influencer list from web searches with interview insights about authenticity.
• Process:
  • Influencer Vetting: Create a scorecard to rank potential influencers based on their alignment with our Content Pillars, engagement rates, and audience feedback.
  • Collaboration Models: Define different partnership types for each AIDA stage (e.g., product seeding for Awareness, paid tutorials for Desire, affiliate commissions for Action).
  • Localization Guide: Based on cultural nuance research, create a "Do's & Don'ts" guide for each country. For example, content in Malaysia might need to reflect its multiculturalism in the choice of creators and language, while content in the Philippines could tap into the "budol" (impulse buy) culture for TikTok Shop campaigns.

4. Establish Key Performance Indicators (KPIs)

• Action: Assign specific, measurable goals for each month of the campaign.
• Process: The final output will include a simple dashboard to track success.
  • Month 1 KPIs: Follower Growth, Video Views, and Engagement Rate.
  • Month 2 KPIs: UGC Mentions, Website Clicks, and Influencer Engagement Rate.
  • Month 3 KPIs: TikTok Shop Conversion Rate, Cost Per Purchase, and Gross Merchandise Value (GMV).

By following this structured research and analysis plan, we will produce a content roadmap that is not only creative but also deeply rooted in market data and consumer psychology, giving the brand the best possible chance of success.

Summary of Interview Insights on TikTok Skincare Content Strategy and Consumer Preferences

This report synthesizes insights from six interviews with diverse TikTok users and content creators focused on sustainable and natural skincare brands. The participants represent different demographic and cultural backgrounds—including environmentally conscious Gen Z students from Singapore, K-beauty enthusiasts from Malaysia, and lifestyle professionals in urban settings—providing a holistic understanding of effective TikTok content and purchasing drivers for new skincare brands emphasizing sustainability and authenticity.

1. Capturing Attention on TikTok

Across all interviews, authentic, visually engaging content that quickly addresses relatable skin concerns is essential. Key tactics include:

• Authentic product demonstrations: Realistic, undramatized before-and-afters, texture shots, and quick absorption demos help users immediately grasp product benefits.
• Ingredient storytelling: Concise, digestible explanations of ingredient sources and benefits, often enhanced with visual effects or natural settings.
• TikTok-native creativity: Use of trending sounds, creative transitions, and short punchy formats to maintain high engagement without feeling canned.
• Minimalist, aesthetic packaging: Clean, visually appealing design resonates, especially in urban and K-beauty markets.
• Problem-solution framing: Content that shows how the product addresses specific concerns like barrier repair, hydration, or brightening in a simple manner (aligned with "skinimalism").

2. Authenticating Sustainability and Natural Claims

Interviewees uniformly demand transparency and proof rather than empty claims:

• Show, don’t just tell: Visual proof of ingredient sourcing (farms, extraction processes), cruelty-free or organic certifications explained accessibly, and behind-the-scenes manufacturing insights.
• Packaging transparency: Demonstrations of recyclable, refillable, or compostable packaging, including take-back programs, are highly valued.
• Consistency and credibility: Sustainability messaging must align across all touchpoints (social media, website, products) and match the founder’s and team’s authentic lifestyles.
• Skepticism toward greenwashing: Overly polished or vague sustainability claims cause distrust; clear, simplified explanations and third-party certifications build confidence.
• Influencer validation: Trusted experts or micro-influencers with aligned values provide credibility to claims.

3. Resonant Brand Storytelling

Effective brand narratives connect emotionally with audiences by:

• Sharing the founder’s personal journey: Stories of struggles, motivations, and genuine passion humanize the brand.
• Highlighting ingredient origins and community impact: Mini-documentaries on ingredient sourcing and support for local farmers or sustainability initiatives foster trust.
• Behind-the-scenes authenticity: Showcasing product development processes, team efforts, and eco-friendly packaging underscores care and dedication.
• Emotional resonance: Emphasizing how products enhance confidence, mindfulness, and connection to nature, beyond merely skin improvements.
• Community engagement: Featuring real user stories and positive customer feedback strengthens the sense of belonging.

4. Authentic Influencer Collaborations

Interviewees strongly prefer influencer content that feels genuine and integrated:

• Long-term product use & narrative: Influencers sharing ongoing experiences (e.g., daily routines, weekly updates) build trust more than one-off promotions.
• Value alignment: Creators must authentically use and believe in the brand; mismatched influencer-brand pairings harm credibility.
• Creative freedom: Allow influencers to communicate in their own voice without rigid scripts.
• Avoidance of "boring ads": Forced enthusiasm, overly scripted content, and lack of clear sponsorship disclosure are major turn-offs.
• Preference for micro and mid-tier influencers: These creators often have stronger engagement and authenticity with their communities.

5. Purchase Drivers for New Skincare Brands

The pathway from interest to purchase hinges on several factors:

• Clear, tangible benefit demonstration: Visual proof of efficacy addressing distinct skin concerns.
• Ease of purchase: Seamless access via TikTok Shop or clear website links, transparent pricing, and trial/starter kits that lower the buying barrier.
• Reliable social proof: Genuine reviews and user-generated content from smaller creators and everyday customers reaffirm product claims.
• Affordable entry points combined with value: Consumers balance sustainability and efficacy with price sensitivity.
• Strong return policy and responsive customer service: Building confidence for first-time buyers.

6. Cultural and Local Market Influences

Participants emphasized adapting content and products to local preferences and climates:

• Climate considerations: Preference for lightweight, non-comedogenic formulations suitable for tropical (humid) environments in Southeast Asia.
• Cultural beauty ideals: K-beauty concepts like “glass skin” and “chok chok” resonate strongly with younger consumers in Malaysia and Singapore.
• Multicultural openness: Respectful inclusion and education about diverse, ethically sourced ingredients appeal in multicultural markets.
• Educational content demand: Audiences especially value science-backed, local creator explanations addressing region-specific skin concerns.
• Community and impulse culture: Social and peer influence (e.g., “budol” impulse buys on TikTok Shop) significantly drives purchasing behavior.

Conclusion

For new skincare brands launching on TikTok with a sustainability focus, success depends on blending authentic storytelling, transparent sustainability proof, and creative, relatable content suited for quick, visual attention spans. Genuine influencer partnerships and seamless purchase journeys complement these efforts. Tailoring content for local cultural nuances and environmental factors further enhances connection and conversion.

Authenticity, transparency, and meaningful engagement emerge as the foundational pillars across all user segments interviewed, underscoring the critical need for brands to “walk the talk” when championing eco-conscious and ethical skincare on TikTok.

Word count: Approximately 570 words (can be shortened if strictly under 500 words is needed).