Strategies and Case Analysis for Launching New Products on Chinese Douyin E-commerce in the Beauty Industry

How Top Beauty Brands Master New Product Launches on Douyin E-Commerce

With the meteoric rise of Douyin E-Commerce, an increasing number of beauty brands are leveraging it as a pivotal sales channel. These brands are launching new products to drive significant growth and build long-term brand value. To support this, Douyin E-Commerce provides comprehensive support through promotional activities, resource allocation, and operational guidance, empowering brands to achieve breakthroughs. So, what core strategies are these successful brands employing? Is there a replicable formula for creating hit products on Douyin?

The Blueprint for Launching Hit Products on Douyin

Douyin E-Commerce has developed a proven, four-step methodology: "Pre-building Hype, The Launch Accelerator, Seeding the Spark, and Full-Funnel Ignition." This framework provides brands with a clear path to effectively promote new products and achieve explosive sales, a strategy validated by numerous success stories.

Case Studies and Strategic Breakdown

1. OSM (Osm): Focused on core product benefits, using a "premium product + competitive pricing" combo to pre-build hype. They effectively used Douyin search ads to connect the content and product shelf ecosystems, guiding traffic for their new product. Leveraging mall resources and hot topics significantly boosted conversion rates, resulting in an 85% increase in product page transactions.
2. Winona: Hosted live streams tracing the product's origin to authentically demonstrate its whitening and repair efficacy. They boosted customer repurchase and acquisition by distributing samples and product coupons. Coupled with optimized mall resources and product listings, this strategy generated over RMB 12 million in GMV. This is a prime example of strategic Douyin marketing at work.
3. Yusu: Executed a rapid cold start for their new product by combining short videos and live streams. They leveraged celebrities and Key Opinion Leaders (KOLs) to generate buzz, optimized their product detail pages, and participated in Douyin Mall campaigns to enhance purchase conversion.
4. Carslan: Utilized precision paid traffic (Douyin Advertising) to attract their target audience. They "seeded the spark" with KOL endorsements and search optimization. By utilizing the Brand Zone and optimizing search terms, they effectively captured their core user base. This groundwork allowed them to fully ignite their new product during Douyin Mall's Christmas/New Year campaign, achieving a staggering RMB 75 million sales breakthrough.
5. Judydoll: Partnered with KOLs for content seeding to quickly pinpoint and communicate key product selling points. Their search operations effectively captured the resulting precise traffic. Finally, they capitalized on a platform-wide Douyin E-Commerce event to ignite sales and achieve growth.
6. Crying: Created high-impact seeding content by involving a celebrity in their launch event and collaborating with top-tier beauty达人 (dá rén - KOLs). They strategically placed the product across the mall ecosystem to amplify visibility, successfully achieving a dual victory in both brand buzz and sales volume.

Conclusion and Outlook

In an era of relentless product launches, creating a hit is a primary objective for brands. The "Four-Step Launch Method" offered by Douyin E-Commerce provides a practical and effective guide for Advertise on Douyin campaigns. The analyzed case studies not only reveal the critical strategies behind successful 新品 (xīn pǐn - new product) promotion but also offer a blueprint for international brands aiming to replicate this success.

As consumer awareness becomes more rational and market competition intensifies, launching successful new products will undoubtedly grow more challenging. However, by employing these proven strategies, often with the help of an experienced China advertising agency, brands can still cut through the noise, differentiate themselves, and achieve remarkable sales breakthroughs.