How to Win on Xiaohongshu: Data-Driven Strategies for Beauty Brands to Engage Gen Z Women
In March 2025, Xiaohongshu (rednote) introduced groundbreaking advertising upgrades that are reshaping how beauty brands connect with China's digitally-savvy consumers. The platform's new "video stream" feature has demonstrated a remarkable 60% higher ROI compared to traditional information streams, while its innovative ROI bidding system allows brands to precisely control campaign profitability. These advancements occur at a critical juncture. Given that 87.3% of Xiaohongshu users depend on the platform to uncover new beauty products and 94.6% report positive experiences with the content, Xiaohongshu has firmly established itself as China's leading beauty discovery platform. For marketing managers looking to capitalize on these trends, understanding Xiaohongshu's unique ecosystem is no longer optional—it's essential for success in the world's most competitive beauty market.
I. Understanding Xiaohongshu's User Base
To target effectively, brands must grasp the distinct characteristics of Xiaohongshu's beauty community. The platform's user base is mainly made up of females, accounting for 95% of the total. It consists of digitally-savvy Gen Z and Millennials, among whom 71% were born in the period from 1995 to 2005. These users exhibit sophisticated consumption behaviors; 68% hold bachelor's degrees or higher, indicating discerning purchasing habits and high content expectations.
User behavior analysis reveals three crucial insights. First, beauty content drives significant engagement, creating a "see beauty, go to Xiaohongshu first" mindset among users. Second, the platform's review-driven culture fosters exceptional trust, evident in its high user satisfaction scores. Third, Xiaohongshu often serves as the first touchpoint in the consumer journey, with 87.3% of users discovering new beauty products here before considering purchases elsewhere.
This user profile shapes key Xiaohongshu Marketing imperatives. Brands should prioritize educational content over direct promotions, recognizing users' preference for research before buying. The highly educated demographic responds better to scientifically-grounded claims rather than emotional appeals alone. Campaigns like Clarins' "City Guardian Alliance" exemplify how aligning with these user values can boost engagement.
II. Strategic Approaches for Brand Engagement
On Xiaohongshu, content marketing serves as the bedrock of achievement. Clarins' sunscreen-focused public welfare initiative, the "City Guardian Alliance," generated over 120 million exposures by blending product benefits with skincare science. User-generated content (UGC) also plays a pivotal role; TOPIX achieved an 80%+ new customer acquisition rate by empowering skincare experts to create authentic reviews.
Staying attuned to platform trends is essential. The 159% year-on-year growth in "immersive experience" beauty notes prompted Afu to incorporate emotional skincare storytelling, contributing to over 1 million product sales. Sustainability also resonates strongly; Clarins' eco-conscious campaign theme drove a 105.8% increase in brand searches by aligning with users' social responsibility values.
Influencer collaborations require a strategic shift beyond transactional relationships. TOPIX recruited "brand translators"—skincare professionals who could explain technical ingredients to consumers—demonstrating the power of expertise-driven partnerships. Estée Lauder's mini-program sampling initiative further underscores how experiential marketing (generating over 8,000 trials) outperforms traditional Xiaohongshu Ads in the platform's trust-centric environment.
III. Case Studies of Successful Campaigns
Clarins' "City Guardian Alliance" campaign achieved notable success by integrating product marketing with social responsibility. Focused on providing sun protection for outdoor workers, the campaign distributed 20,000 samples and generated 120 million exposures. By framing sunscreen's "protection" functionality as guardianship, the brand increased searches by 105.8%.
TOPIX addressed the challenge of making professional skincare accessible through live streaming. By partnering with dermatologist-approved influencers via Xiaohongshu's Dandelion platform, they achieved over 5,600 product views per session. Their pre-testing methodology, evaluating content performance before live streams, ensured an 80%+ new customer acquisition rate.
Afu leveraged actress Dong Jie's credibility to promote 11 Seed Essential Oil. The brand's KFS (Kol+Feeds+Search) content delivery system generated over 20 million exposures, while BFS (Brand+Feeds+Search) reputation management secured the product's position as a category top seller.
Estée Lauder's sampling innovation capitalized on the "try before you buy" mindset prevalent among Xiaohongshu users. Their customized mini-program trial center drove a 330% increase in searches for collagen cream, proving how experiential marketing can extend product lifecycles in competitive markets.
IV. Key Success Factors for Brands
1. Data-Driven User Insights
The achievement of marketing campaigns depends on a thorough comprehension of the target audience. Leading brands utilize Xiaohongshu’s analytics tools, such as search trend reports and interaction heatmaps, to decipher behavioral patterns. For example, Afu identifies seasonal spikes in dry skin concerns, while Estée Lauder tracks the demographics of sample requestors. This approach enables highly targeted messaging. TOPIX, for instance, rephrased technical ingredient descriptions into relatable benefits by analyzing user-generated Q&A threads.
Brands aiming for similar precision can leverage tools like Topkee’s KPI-driven data insights, which offer in-depth fan persona breakdowns and content performance tracking. These features ensure marketing strategies align with real-time user preferences.
2. Omnichannel Campaign Integration
Compared to synchronized cross - channel strategies, single - channel tactics are far less effective. Clarins combines offline sample distribution with online storytelling, emphasizing user - generated content that showcases the testimonials of those who receive the samples. Afu, on the other hand, coordinates pre-live teasers, celebrity-hosted streams, and post-event SEO optimization. Such integrated approaches reinforce brand messaging throughout the entire user journey, from discovery to purchase.
Topkee's advertising services exemplify this strategy, integrating Xiaohongshu Ads—including carousel images and live shopping features—with e-commerce platforms. This seamless connection between awareness-building and conversion maximizes campaign effectiveness.
3. Community-Centric Longevity
Sustainable success requires cultivating brand advocates. Estée Lauder’s trial program turns participants into organic brand promoters, while Clarins’ eco-initiatives foster emotional loyalty. TOPIX keeps itself visible by constantly collaborating with dermatologists and promotes user-generated content that complies with Xiaohongshu's algorithm.
Topkee can enhance community engagement through social customer service tools. These tools manage user interactions—including comments and @mentions—nurturing relationships and driving community-driven growth.
V. Measuring Impact and ROI
1. Quantitative metrics
Quantitative metrics serve as objective benchmarks for campaign performance. Exposure metrics, such as Clarins’ 120 million impressions, measure reach, while engagement rates—like Afu’s 65,000+ interactions—indicate content resonance. Conversion tracking remains essential; Estée Lauder’s 330% increase in searches following its sampling campaign demonstrates how experiential marketing directly influences purchase intent.
Brands seeking comprehensive analytics can rely on Topkee’s KPI-driven data insights. These tools track metrics ranging from click-through rates to demographic breakdowns, enabling real-time campaign optimization.
2. Qualitative outcomes
Qualitative metrics capture intangible brand value, complementing quantitative data. Sentiment analysis reveals how Clarins’ charity initiative enhanced brand perception, while TOPIX’s dermatologist collaborations solidified its category authority. Longitudinal metrics, such as Afu’s repeat essential oil buyers, demonstrate sustained customer loyalty beyond initial conversions.
Platforms like Xiaohongshu emphasize the importance of both types of metrics. Topkee’s social customer service tools analyze comment sentiment and @mentions, providing actionable insights to refine community engagement strategies.
VI. Future Opportunities for Brands
Emerging trends open up fresh paths for brands. The rise of “emotional skincare” content provides chances for brands to position their products as mood - enhancing solutions. Niche communities centered around sustainable beauty or dermatologist-recommended products provide targeted engagement channels.
Innovative tools continue to evolve. Xiaohongshu's live commerce capabilities, already utilized by TOPIX, may incorporate AR/VR features like virtual try-ons. Brands should monitor these developments to stay competitive, especially when managing a Xiaohongshu Account for long-term growth.
Cross-industry collaborations remain untapped potential. Beauty-lifestyle hybrids, such as skincare-travel integrations, could replicate the success of existing fashion-beauty partnerships on the platform. Regional adaptations also matter; localizing campaigns for lower-tier cities can tap into growing consumer bases.
Conclusion
Xiaohongshu offers exceptional opportunities for beauty brands thanks to its community trust, educated users, and discovery - led behaviors. Brands like Clarins, TOPIX, Afu, and Estée Lauder show that success here goes beyond basic influencer collaborations. It needs data - based insights, genuine storytelling, and innovative engagement models that fit Xiaohongshu’s unique culture. Brands that strike this balance can not only boost short - term sales but also build long - lasting connections with the world's most influential beauty consumers. For brands looking to succeed on Xiaohongshu, teaming up with marketers who understand the platform can turn its potential into real business growth.
