SkinCeuticals - Little Red Book Account

To build a brand presence from scratch for SkinCeuticals Canada on Little Red Book to engage with Chinese consumers across Canada.

We leveraged three key elements to build the organic following and engagement for SkinCeuticals: Influencer collaborations, product knowledge sharing through photo carousels and videos, and monthly giveaways.

Throughout the year, we launch product and seasonal campaigns for SkinCeuticals in the Chinese consumer market across Canada. Influencer collaborations have been an integral component in each of these campaigns. To make our Little Red Book profile feed more authentic, we incorporate influencer-created content to add to the authenticity of our content.

How do people incorporate our products into their skincare routine? How can products be paired to optimize for different skin types? We answer these questions through sharing user reviews and professional expertise by featuring doctors at SkinCeuticals partner clinics in our video content. This type of professional consultative video content gets the highest engagement.

As a new and growing account, we also host monthly giveaways supported by influencers driving awareness and traffic to our new official account. Since there are many constraints due to sensitive keywords on Little Red Book for beauty and skincare content, our team sought ways to navigate around such keywords to successfully host giveaways that grew our following by several hundred followers overnight.

As a result of these efforts, we grew the account to over 1100 followers within the first few months. The authenticity of our organic content also garnered engagement rates of 10%+ on popular posts.