Compared to the figures in February this year, among all international beauty brands, I see MAC, Lancome and Make Up Forever are developing their brand accounts rapidly on RED/ XiaoHongShu. Today let’s look closely on what they have done during these 5 months.
1. User Engagement Campaign
All 3 brands have launched many user engagement campaigns. MAC has run 9 lucky draw games since March, which means at least 1 campaign every 2 weeks. MAKE UP FOREVER has nearly 1 game for each week.
2. More video posts
Almost all of MAC’s video posts are after Feb. 2019. Since this March, nearly 1 out of 2 posts is a video post. Videos of make up tips are especially popular.
3. Collaborate with the right KOL and celebrities
MAKE UP FOREVER’s account boomed after the collaboration with the top 1 lipstick KOL @李佳琦Austin and a celebrity @欧阳娜娜. They also invited a lot of local RED KOLs to test the product and reuse their content.