Cosmetics marketing in China, run by beauty specialists

Corporate account (企业号) registration for foreign entities, verification, category qualification, and the cosmetics filing certificate (化妆品备案凭证) attachment required before any ad runs. We handle the paperwork chain, including the cases where a foreign business licence is accepted in place of a Chinese one.

A monthly content calendar built on real search demand, not on brand wishes. Note formats that perform: routine posts, before and after, ingredient explainers, dupe comparisons, scenario content. Written in Chinese by Chinese beauty editors, never translated.

KOC recruitment at scale with genuine product delivery and real usage windows. We run seeding in waves timed against your stock and your ad budget, so the interest generated lands on a store that can convert it.

Sourcing and negotiation through Pugongying (蒲公英), the official collaboration platform, plus the mid-tier and nano creators who deliver better cost per engagement than the headline names. Contracting, briefing, compliance review and reporting included.

Turning real buyers into content: post-purchase prompts, sampling programmes, hashtag campaigns and review incentives that comply with platform rules. UGC is the layer that makes paid content look credible rather than staged.

Product and texture macro photography, model shoots with Chinese talent, 15 to 60 second vertical video, tutorial and application demos, plus festival key visuals. Shot for Chinese aesthetic codes, not adapted from a European campaign.

Feed ads (信息流), search ads (搜索广告), video stream, and full-site smart delivery through Juguang (聚光), Xiaohongshu’s core ad engine. Plus boosted amplification on high-performing organic and KOL notes, which converts differently from cold brand creative.

Account audit, competitor content teardown, keyword and search demand mapping via Lingxi (灵犀), and a written recommendation on whether Xiaohongshu should lead your China entry or follow it.

Douyin corporate account and Douyin Store (抖音小店) setup, including the cross-border route for brands without a Chinese entity, category qualification, and the product filing checks that gate cosmetics listings.

High-volume vertical video, because Douyin rewards testing far more than polish. We produce in batches, test hooks in the first two seconds, and scale the winners rather than betting a quarter’s budget on one hero film.

Brand-owned daily or weekly livestream, host recruitment and training, studio setup, script and price mechanic design, plus talent livestream slots with beauty streamers when the margin supports it.

Beauty creator sourcing across tiers, with performance history checked on real sell-through, not on follower counts. Contracting, sample logistics, briefing and compliance review handled by our team.

The paid layer that scales a proven video or livestream: audience packages, live-room traffic buying, product card ads and the constant creative rotation the platform demands.

What most agencies skip. Livestream buyers are the least loyal cohort in Chinese e-commerce, so we route them into WeChat private domain and membership immediately, otherwise the acquisition cost repeats itself every month.

Partnerships with beauty and science UP主, including the ingredient-analysis creators (成分党) whose endorsement carries disproportionate weight with informed buyers. Long-form review, formulation deep dives, lab or factory visit content.

Brand account setup and a long-form content line: founder interviews, formulation stories, sourcing and manufacturing documentaries. Content with a shelf life measured in years rather than hours.

Feed and splash placements, plus the platform’s seasonal events. Used selectively, because on Bilibili an ad that looks like an ad performs worse than no ad at all.

Bullet comment (弹幕) and comment moderation, which on this platform is a genuine brand-safety exercise as well as a community one.

Identifying the questions your buyers actually ask, “is this ingredient safe during pregnancy”, “which French pharmacy brands are worth it”, and building genuinely useful answers that also establish your brand as the informed option.

Collaborations with dermatologists, formulators and industry professionals active on the platform, whose answers carry the credibility a brand account never will.

Institutional account management and long-form article publication, including the technical content that supports an ingredient claim you also make on your Tmall product page.

We structure Zhihu content so it ranks in Baidu and gets cited by Chinese AI assistants. The quietest, most compounding part of a China marketing plan.

Service account or subscription account, the choice depends on whether you need transactional push or editorial reach. Registration for foreign entities, verification, menu architecture, and the WeChat Pay and store connection where relevant.

Article production in Chinese on a fixed rhythm, member-only content, product education, and the automated welcome and re-engagement sequences that decide whether a new follower stays a follower.

Custom development: brand store, membership hub, skin diagnostic tools, appointment booking for counters and clinics, loyalty point systems. A mini program is where a beauty brand can build a diagnostic experience no marketplace listing allows.

Corporate WeChat (企业微信) setup, community group management, one-to-one advisor scripts, and the replenishment reminder flows that turn an impulse first purchase into a habit. The layer that quietly makes a fragrance or serum business profitable.

Moments ads (朋友圈广告), official account banner ads, Mini Program ads, and search ads inside 搜一搜. Targeted by city tier, interest, device and lookalike audiences built from your own member base.

Short video and livestream inside WeChat, connected directly to your mini program store, closing the loop between private-domain content and private-domain sales without leaving the app.

Tier structure, point economics, benefit design and the maths that makes sure your rewards do not quietly destroy your margin. Built across Tmall membership, Douyin fans and WeChat private domain rather than in one silo.

WeChat mini program membership hub, corporate WeChat integration, point and voucher systems, and connection to your Tmall and Douyin member pools so a customer is one person rather than three records.

Welcome sequences, replenishment reminders keyed to real usage cycles, win-back flows, birthday and member-day mechanics, and the VIP treatment for the small cohort that generates a disproportionate share of revenue.

Category sizing, growth, channel split and regulatory constraints, built from Chinese-language sources: iResearch, CBNData, QuestMobile, Euromonitor, platform data and industry white papers.

Twenty-competitor teardown across positioning, price ladder, SKU architecture, content strategy, KOL mix, ad spend signals and review sentiment. Including the domestic C-beauty players most foreign brands underestimate.

Quantitative surveys and qualitative focus groups run in Chinese with real target consumers: concept testing, price sensitivity, packaging preference, claim resonance and naming validation.

The decision document: which channel first, which SKUs, which price, which city tiers, what regulatory path, what budget, what timeline, and what the realistic year-one outcome is. Written to be read by a board.

Ongoing monitoring across Xiaohongshu, Douyin, Weibo and Zhihu: brand mentions, share of voice against competitors, emerging ingredient and format trends, early warning on reputation issues.

Identification and vetting of distributors, retail partners, CS store chains and cross-border operators, with reference checks rather than an introduction and a handshake.

• Candidate generation across phonetic, semantic and hybrid approaches
• Meaning and connotation screening, including regional and dialect checks
• Trademark availability search in the relevant classes before you fall in love with a name
• Consumer testing of the shortlist with your actual target segment
• Naming for the brand, the product lines and the hero SKUs

• Positioning statement written for the Chinese market, not adapted from the global deck
• Brand story and founder narrative, which Chinese consumers engage with far more than Western ones
• Visual identity adaptation: colour, typography and Chinese type pairing
• Tone of voice guide in Chinese for social, e-commerce and CRM
• Claim architecture checked against Chinese advertising law

• Packaging adaptation, including mandatory Chinese labelling and the gifting formats that drive festival volume
• Brochures, sales kits and distributor presentations in Chinese
• Key visuals for 618, Double 11, Chinese New Year and 女神节
• E-commerce asset production for Tmall, JD and Douyin detail pages
• POS and counter materials for offline and CS channel

• Product, texture and macro photography
• Model shoots with Chinese talent, casting handled locally
• Vertical video for Douyin and Xiaohongshu, long-form for Bilibili and WeChat
• Tutorial, application and before-after formats
• Livestream studio setup and shooting