Clarins Partners with "Super Brand Show" on Douyin

Undoubtedly, the Douyin e-commerce platform has emerged as a prominent channel for people to purchase essential items and luxury goods. As a standout super IP on the Douyin platform, "Super Brand Show" has rapidly garnered widespread attention during its two seasons, becoming a phenomenon of keen interest both within and outside the industry.

This show has opened up new marketing avenues for brands while providing audiences with engaging and inspiring content on the short video platform. Moreover, it has paved the way for brand collaborations with internet celebrities, establishing a stronger connection with young consumers, and creating possibilities for profitability and innovation.

Clarins Joins Forces with "Super Brand Show" on Douyin

In September 2023, Clarins formed a powerful alliance with "Super Brand Show" using a model that involved one brand, multiple influencers, and a group of external celebrities or influencers. They employed short videos as a collaborative means to swiftly convey the brand's core values. Leveraging the potency of "scenes" and "content," Clarins successfully stood out from the crowd, achieving the integration of product and brand promotion.

1.Creating an Emotional Connection Through Live Streaming

In their live streams, Clarins employed plant-based setups to establish an immersive atmosphere. Through innovative scene marketing strategies, Clarins effectively tugged at the heartstrings of consumers. Live stream environments possess a unique charm, blending people, scenarios, and products organically, evoking emotional resonance among consumers and stimulating specific demands. Collaborating closely with Douyin's fashion influencers, including celebrities, fashion enthusiasts, and consumers, across various industries resulted in fresh and vibrant brand content. This, in turn, reinforced the emotional bond between the brand and consumers, enhancing brand credibility and attractiveness.

2.Exceptional Live Streaming Results

The live streaming results were nothing short of exhilarating. Super influencer Ma Shuai set the stage on fire with an impressive GMV of 23 million on the debut night, while nutrition influencer #AbaloneSister broke into the world of luxury in Clarins' exclusive session, achieving a GMV exceeding 5.2 million. Additionally, food influencer Cici888 partnered with Clarins to make a splash in the Douyin food scene, resulting in an impressive GMV surpassing 4 million.

Bringing Philanthropy into Commerce

In March of this year, Clarins partnered with "UV Little White Shield" sunscreen products and collaborated with Xiaohongshu (Little Red Book) to incubate the "City Guardians Alliance" philanthropic IP. They transformed the concept of "protection" into a philanthropic mission, focusing on supporting long-hour outdoor workers in the city, including sanitation workers, delivery personnel, nurses, traffic police, volunteers, and bus drivers. Together, they established the "City Guardians Alliance" with the motto, "You protect the city, and we protect you," showcasing the brand's values through philanthropic actions.

1.Expanding the Impact of the Initiative

To enhance the initiative's impact, Clarins adopted a comprehensive transmission strategy, covering Xiaohongshu's browsing and search fields. In the browsing field, they ingeniously combined brand and product strength through various content formats like splash screen ads, official account notes, philanthropic videos, and product recommendations, presenting a more profound image of the brand's philanthropic efforts. In the search field, they used branding tools like the brand zone and trending topics to actively engage users.

Clarins employed a dual online and offline approach for this philanthropic initiative. Offline, they partnered with Xiaohongshu's "Potato Team" to distribute free UV Little White Shield sunscreen in the city's core business districts, providing a protective barrier against the sun for the guardians. Online, they encouraged users to participate in check-in activities, using an "altruistic" mechanism to establish stronger connections while motivating users to share photos and stories of city guardians, drawing more attention.

2.Remarkable Outcomes

Clarins successfully boosted brand searches by 105.8%, with a total exposure of 120 million, topic views exceeding 19.17 million, and a total interaction count of 2.11 million through this philanthropic initiative. As of now, Clarins has distributed 20,000 samples in 27 cities and 37 counters, sparking more interest in the guardians around us and elevating the brand's reputation and social impact.