Chinese Douyin E-commerce Beauty New Product Promotion Strategy

Over time, a growing number of beauty brands have turned their attention to Douyin E-commerce, viewing it as a powerful new front to rapidly capture market share. These brands aim to boost sales and build long-term market value through new product launches. At the same time, Douyin E-commerce continues to support merchants with preferential campaigns, resource allocation, and operational strategies to help brands achieve breakthroughs and growth. Many businesses have already successfully launched new products on Douyin E-commerce with impressive results.

For example, Osman’s "Brightening Essence" achieved over RMB 4 million in sales on its first day. Winona’s spot-diminishing serum exceeded RMB 12 million in sales during its Super Brand Day. Yusur’s new product surpassed the million-RMB mark upon release, achieving a successful cold start. In color cosmetics, Carslan’s upgraded "Kitten" foundation became an instant hit with sales exceeding RMB 75 million. Judydoll’s "Ice Iron" lip glaze surpassed RMB 10 million in sales during Double Eleven, while Caiting’s three-color blush palette broke RMB 15 million during the same period.

So, what core strategies did these brands adopt? And what patterns can be identified in Douyin E-commerce’s hit product incubation model?

From successful cases across various industries, Douyin E-commerce has summarized a four-step methodology: "Pre-launch Buzz, New Product Acceleration, Seeding the Hotspot, and Full-domain Activation." This approach helps brands launch and scale hit products. These proven cases and methodologies offer reliable references for more brands to succeed in new product launches.

Osman focused on product selling points with a three-phase strategy. They optimized product listing combinations, attracted users with a "high-quality + value-driven" approach, and integrated search and shelf scenarios to guide traffic. By leveraging mall resources and trending topics, they improved conversion efficiency, achieving an 85% sales increase in the month following launch.

Winona adopted a "test-to-launch" seeding strategy that fueled their new product’s success. Through origin-based live streams, they vividly demonstrated the product’s brightening and repairing effects. Sampling and repurchase coupons boosted user retention and acquisition, while mall resources and product card optimization contributed to the product’s breakthrough, culminating in over RMB 12 million in sales.

Yusur executed a rapid cold-start strategy using a mix of short videos and livestreams in a matrix-based marketing layout. Celebrity and top-tier influencers ignited initial buzz, followed by mid- and long-tail creators driving traffic and seeding interest. The brand’s own livestream room handled conversion, complemented by optimized product cards and participation in Douyin Mall campaigns like Super Value and Exclusive Gifts。

Carslan ignited their new product’s success with a "four-step upgrade" strategy. It began with precise ad placements to attract target audiences, followed by influencer seeding and post-view search operations to plant buzz. Next, brand zone and search optimization solidified core users, culminating in a Douyin Mall Christmas campaign that propelled sales past RMB 75 million.

Judydoll implemented a strategy of "parallel testing via both influencer and self-run broadcasts, with multi-point coordination to activate all domains." Influencer content helped quickly identify the product’s key selling points, search operations captured qualified traffic, and full-domain activation was achieved through Douyin E-commerce tools like Super Value, limited-time offers, and product card optimization.

Caiting launched its three-color blush palette with a high-impact celebrity-backed launch event, generating strong seeding content. Influencer marketing further amplified visibility, and finally, strategic mall placement captured full-funnel traffic, resulting in a dual victory in buzz and sales.