Situation: With the increasing penetration rate of personal care products in many households, current personal care market entered into an involution phasing. Brands should take more social responsibility to deliver add-value to capture their leading place in the dynamic market. Consumers also take this as an important factor when they choose a brand or a product.

Brief and objectives: L'Occitane want to engage current young generations with an inspiring idea by which it can deliver a positive attitude on brand image.

Media insights: Current young Chinese generations are facing severe emotional stress and anxiety. They tend to share their experiences about how to release stress in Xiaohongshu. The topics about light sports, leisure times, home spa which can help to release stress are becoming popular.

In Xiaohongshu, "Anxiety" is rattling users' nerves. The YoY growth rate of search volume about relevant keywords grew 109% in H1 of year 2023. The overall clicks of relevant posts has exceeded 25.6 billion.

Thus, L'Occitane want to help young generations release their stress by offering all-year-long "relaxing journey".

TA: young generations who are the potential "victims" of anxiety in Xiaohongshu. Identifying them by their search behaviors and content likeness.

Media planning: 100% of the campaigns were launched in xiaohongshu, one the the most popular social media platform in China. 70% of the users are post-90s.

Approach: official contents and influencer contents which includes videos, images attract users to post UGC.

Implementation: integrated 4 sessions across different seasons.

media channel: xiaohongshu as the major outlet, arises discussion in other earned media like weibo and wechat.

Time: all-year-round campaigns, which lasts from April, 2023 to December, 2023.

Engagement: triggers 61,000+ new posts of UGCs.

Owned media results: 520 million+ exposure

consumer loyalty: with improved NPS scores, 95% positive ratings for this series campaigns.