Age 20’s
Little Milk Brick Cushion: social media and eCommerce launch campaign
A Korean cushion brand launched a new foundation on Xiaohongshu and Douyin. Shoppers ended up calling the white pack the Little Milk Brick, and both platforms beat their impression targets, Douyin by 287%.
The Little Milk Brick3.87M Douyin impressions750K
Xiaohongshu impressions, on a 300K target
3.87M
Douyin impressions, on a 1M target
+287%
over the Douyin target
3.3%
ROI, ahead of category benchmarks
The brief The brief
A crowded cushion aisle, and a pack that looked like dessert
Age 20’s is a Korean beauty brand, and cushion foundations are what people know it for. This launch was a new foundation line in a white, dessert-inspired compact.
The brand wanted to move up a shelf. It was a functional cushion name in China, and it wanted to become a premium lifestyle pick for urban professionals.
The aisle was already full. Local and international brands chase the same occasions: the workday and everyday wear. The product needed a hook people would remember and a performance story they’d believe.
And the content had to fit the two apps where Chinese shoppers find and buy beauty: Xiaohongshu and Douyin.
The hook The name
Give the pack a name people can say out loud
We built the launch on one nickname, the Little Milk Brick. The white compact became something shoppers could spot in a feed, name to a friend, and share.
The promise on both platforms
- Professional coverage
- Milky-matte finish
- Eight-hour wear
Those three claims stayed fixed. Only the format changed from one platform to the other.
Xiaohongshu: show the work
Application tutorials, side-by-side transformations, and long-form reviews. Formats that give Xiaohongshu readers the detail.
Douyin: keep it quick
Quick touch-ups for professionals and makeup tips on the go, cut so they also work in a livestream.
Four phases The launch
One launch, run in four phases
Each phase had one job, and it set up the phase after it.
Awareness
Plant the name
Early content put the Little Milk Brick in front of people before anyone was asked to buy.
Showcase
Take it to work
The product showed up in office scenes, matched to the professionals it was made for.
Conversion
Bring in the right creators
We picked KOLs for their credibility on foundation specifically, then let them make the case.
Amplification
Let shoppers carry it
User-generated content picked up the nickname and kept it traveling.
Results Against target
Both platforms cleared their targets by a wide margin
Each platform went in with an impression target. Xiaohongshu finished at two and a half times its goal, and Douyin at almost four.
Target and delivered
Impressions per platform
- Target
- Delivered
Xiaohongshu+150%
Douyin+287%
Douyin had the bigger target and still beat it by the wider margin.
Return
3.3%
ROI on the campaign
Ahead of category benchmarks.
The nickname
It stuck
Shoppers used “Little Milk Brick” on their own
For a launch built on a name, that was the clearest sign the identity had taken hold.
What carries over Takeaways
Give shoppers a name and they’ll do part of the launch for you
The numbers were good. The nickname is the part we’d copy first.
3.87M
Douyin impressions
287% over a 1M target
750K
Xiaohongshu impressions
150% over a 300K target
3.3%
ROI
Ahead of category benchmarks
What carries over
Name the object
Shoppers could describe the pack in three words, so they did. The nickname did a lot of the spreading.
One claim, two formats
Coverage, finish, and wear time never changed. Tutorials went to Xiaohongshu and quick touch-ups went to Douyin.
Phase the push
Name first, then the product at work, then creators, then shoppers.
Services delivered
- Campaign
- eCommerce
- KOL
- Livestream
- Media
- Packaging
- Social
About the data: impressions and targets are per platform, for the launch campaign on Xiaohongshu and Douyin. ROI and the benchmark comparison come from campaign reporting. This case doesn’t cover budgets or commercial terms.
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