The Social Edition is our weekly series that dives deep into luxury initiatives in China’s social media landscape. Each week, we highlight brand campaigns distributed across Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.
Our coverage highlights global luxury brands, global beauty brands and local Chinese brands. The latter provides insight into some of China’s most successful campaigns, which often come from local players and are outside of the beauty and fashion space.
In this week’s roundup, we look at three campaigns, including Prada’s online culture club launched amid China’s COVID-19 lockdowns, the L’Oréal Paris x NEIWAI collaboration and Perfect’s 520 gift kit. Diary for Valentine’s Day.
Prada launches online culture club amid COVID-19 lockdowns
PLATFORMS WeChat, Xiaohongshu
On April 23, Prada launched an online culture club with the release of “Prada April List” on WeChat and Xiaohongshu. The company invited four directors, three singers, and three writers to recommend the top three picks in their respective fields. According to the label’s statement, art and culture are important for people in situations of physical restriction: they can help them regain their imagination and emotions, and find peace and dignity.
Chinese netizens were impressed with the lists of books, music and movies shared by the featured talents. Given that many names are well-known in the cultural scene – such as Jia Zhangke, Pema Tseden and Xu Zhiyuan, as well as Gen Z favorite Chace – the lists garnered nearly 500 likes and significant engagement on Xiaohongshu.
Prada has become a pioneer in establishing dialogues between diverse creative minds since the house launched “Possible Conversations,” a series of digital talks exploring culture, fashion and life, in April 2020. This dedication to connecting continues amid Shanghai’s lockdown, a difficult time that has halted offline campaigns and retail. The membership-free online cultural club aims to support and secure the house’s loyal consumers, who appreciate the cultural integrity rooted in its brand identity.
NEIWAI collaborates with L’Oréal Paris to launch gift sets
BRAND NEIWAI, L’Oreal Paris
CATEGORY Lifestyle, Beauty
PLATFORMS Weibo, WeChat, Xiaohongshu, Tmall
WAY Image, short video
Local lifestyle brand NEIWAI and L’Oréal Paris announced their collaboration on April 28 with a “True Color Box”. The partnership showcases both parties’ exploration of the diversity of beauty and girl power, which is showcased through exclusive nude products for Asian skin types. The gift set includes NEIWAI’s “Barely Zero” underwear, L’Oréal Paris’ “Velvet Mist Lip Cream” in five nude colors and a co-branded portable hairbrush which is now available on Tmall.
The unexpected crossover between NEIWAI and L’Oréal Paris surprised local buyers, and it was described as another “dream collaboration”. Nude shades resonate a lot with young women, especially when it comes to the names of the five exclusive lipstick colors that describe various personal characteristics such as freckles and birthmarks.
The Estée Lauder x SHUSHU/TONG collaboration for last year’s Qixi Festival was the first time a global beauty player teamed up with a national designer brand. L’Oréal Paris x NEIWAI presents a more dynamic collaboration: it presents the flagship products of both companies and incorporates their shared commitment to diversity and the empowerment of women. But it is no coincidence that this collaboration follows NEIWAI’s entry into the American market; he clearly hopes that such a partnership can raise awareness and accelerate its global expansion.
Perfect Diary Dropped 520 V-Day Gift Set
BRAND perfect diary
PLATFORMS Weibo, WeChat, Xiaohongshu, Douyin
WAY Image, short video
FEATURED TALENT Zhao Lusi (17.3 million Weibo subscribers)
C-beauty brand Perfect Diary launched its 520 Valentine’s Day gift set on April 25. The set continues the brand’s V-Day campaign launched in February, taking inspiration from retro-design wraps and recreating them with shimmering pink detailing. The featured products were selected from the brand’s best-selling items, including setting powders, eye shadows and lipsticks. To make the experience even warmer, the brand has also integrated an interactive feature that allows the sender to record a voice message for the recipient who can listen to it by scanning the QR code printed on the letter.
Thanks to the brand’s raffle published on its social media – offering free cash bonuses to winners who share their love story in the comments section – netizens have been actively engaged on WeChat, contributing 57,600 views and counting. from 1,000 likes to the campaign post in one day. Brand Ambassador Zhao Lusi’s endorsement also generated significant traffic on Weibo.
The Yatsen-owned brand was known for its pivot to private traffic, which initially attracted large numbers of young beauty enthusiasts. However, the C-beauty battlefield has become more competitive as new players dive in, making it harder for Perfect Diary to retain its price-sensitive customers. While offering a free cash bonus can be an effective tactic to drive engagement for the campaign, it’s not a lasting solution to diluted brand desirability.