(Source: https://pltfrm.com.cn)
Introduction
Douyin has emerged as one of the most powerful platforms for beauty brand growth in China. With its hybrid role as a discovery engine, influencer hub, and e-commerce channel, it offers unparalleled access to trend-driven Chinese consumers. For global beauty brands, success hinges on understanding how to blend authentic content, community-driven storytelling, and seamless purchase paths. This article explores the advanced Douyin strategies fueling brand success across the beauty industry.
1. Build Campaigns Around Beauty Subcultures
1.1 Target by Beauty Persona
Chinese beauty consumers align with niche personas: clean beauty enthusiasts, K-beauty fans, tech-driven skincare users. Design content that speaks to each segment’s values and pain points.
1.2 Subculture-Driven Visuals
Align campaign visuals with trending aesthetics—such as “new Chinese style” or “clinical skincare”—to connect with specific Douyin communities and stand out on users’ feeds.
2. Combine Storytelling With Speed-to-Sale
2.1 Micro-Narratives With Direct CTAs
Craft 15–30 second stories that show product impact (e.g., skin glow-up, makeup transformation). Close each with a direct CTA: “Tap below to get the same look.”
2.2 Review-Led Story Formats
Feature authentic, short testimonials from customers or creators—focusing on skin concerns, routine improvements, or results after consistent use.
3. Accelerate Momentum With Event-Based Launches
3.1 Time Product Drops Around Festival Seasons
Chinese Valentine’s Day, 618, and Double 11 offer natural hooks. Launch Douyin-exclusive shades, bundles, or gift sets timed to these events with countdown video series.
3.2 Limited-Time Live Deals
Announce flash deals during Douyin livestreams—hosted by a trusted KOL—to create urgency. Countdown timers, bundle giveaways, and comment lotteries amplify engagement.
4. Engage and Retain With Post-Sale Community Content
4.1 Post-Purchase Use Cases
Encourage buyers to post their own “first use” videos or tag their favorite makeup look using your product. Repost these to build a loop of authentic validation.
4.2 In-App Loyalty Integration
Use Douyin CRM tools to offer loyalty points, birthday perks, and early access to future campaigns—building retention through platform-native experiences.
Case Study: Korean Skincare Brand Launches Glow Booster on Douyin
A Korean clean beauty brand released its new “Glow Booster” serum exclusively on Douyin, leveraging a three-phase strategy: teaser videos from skincare creators, a 48-hour livestream launch, and a follow-up campaign featuring customer stories. With limited-time bundles and creator-led demonstrations, they hit over 12 million views and sold out two months of inventory within the first campaign cycle.
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!
