(Source: https://pltfrm.com.cn)
Introduction
Douyin—China’s version of TikTok—isn’t just a video app; it’s a full-fledged content-commerce ecosystem. For global beauty brands looking to win over Chinese Gen Z and millennial consumers, Douyin offers a direct path to awareness, engagement, and conversion. But success isn’t automatic. It requires platform-native storytelling, KOL synergy, and agile content testing. This article explores how top-performing beauty brands are executing high-impact Douyin strategies that drive results.
1. Design for Douyin’s Visual and Behavioral Algorithm
1.1 Hook Early, Then Educate
Douyin prioritizes high-retention videos. Use 0–3 seconds to hook users with bold visuals or emotional intrigue, then deliver beauty tips, tutorials, or product reveals to sustain interest.
1.2 Optimize for Engagement Metrics
Comments, likes, shares, and saves drive video longevity. Encourage interaction through questions, before/after comparisons, or CTA overlays like “Which look do you prefer?”
2. Launch Through KOLs and Content Collaboration
2.1 Partner with Beauty-Focused Creators
Collaborate with Douyin’s mid-tier and rising beauty creators, who are trusted for their skincare reviews, makeup routines, and honest product trials.
2.2 Use Co-Branded Challenges
Launch short-term hashtag campaigns tied to trending beauty topics (e.g., “natural glow,” “double cleanse”) to encourage mass participation and UGC.
3. Merge Content and Commerce
3.1 Livestream Product Drops
Run livestreams featuring professional makeup artists or skincare consultants demoing products, answering questions, and offering limited-time bundles with instant purchase links.
3.2 Native Store Integration
Set up a Douyin flagship store with shoppable videos, category tags, and dynamic pricing tools to convert curiosity into checkouts—all without users leaving the app.
4. Localize Aesthetic and Product Messaging
4.1 Align With Chinese Beauty Trends
Highlight ingredients, effects, or routines popular in China (e.g., niacinamide serums, minimalist makeup, sensitive-skin formulations). Use familiar terminology and consumer pain points.
4.2 Feature Local Faces and Testimonials
Use Chinese models, creators, or customers in your content to build relatability. Testimonials in local dialects or with culturally resonant humor increase resonance and trust.
Case Study: Scandinavian Beauty Brand Cracks Douyin with Glow-First Strategy
A Nordic beauty brand launched its Douyin debut by focusing on skin radiance—a trending concern among young urban consumers. They partnered with a rising skincare creator to create a “7-Day Glow” content series, followed by a livestream campaign with time-limited bundles. Their Douyin shop sold out of its top SKU in 48 hours, and campaign videos amassed over 6 million views within two weeks.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
