Dissecting the cases of brands that became popular on Xiaohongshu!

The epidemic situation in Shanghai has been severe recently. I work from home and switch between Xiaohongshu and Taobao every day. I recommend recent good things to my friends. The one that impressed me the most these days is the "Is" pearl shower gel. My friend said it smells great, and I was impressed by its appearance at first sight! The whole product is very girly! I can't help but be moved by this appearance, hahaha. As a marketing researcher of Xiaohongshu, I can't help but analyze its promotion and delivery on Xiaohongshu today.

Brand background: A new personal care brand with good looks and strength

Is was founded in 2019. It is a brand under Mika Life that focuses on VC whitening, beauty and personal care products. Its products were launched in June 2020. On October 11, 2021, the company completed a tens of millions Series A financing, which will mainly be used for R&D investment, expansion of multiple product lines, brand building, etc.

It is understood that it focuses on independent research and development of body whitening. Its product categories include shower gel, scrub, body lotion, hand mask and hand cream, etc. It is the first to use patented pearl-encapsulated microcapsule technology. It is a beauty and personal care brand that focuses on appearance, fragrance, ingredients and technology.

How did the brand, as its first-generation product, grow from 0 to 1 with limited investment funds amid competition from international giants such as Lux, Safeguard, and Dove? After detailed research, it was discovered that Xiaohongshu was the most important platform for its investment growth.

Marketing strategy: experience good products + influencer recommendations + popular articles

Through Xiaohongshu's business dynamics, market research data and collation, it is found that Is's marketing strategy on Xiaohongshu is mainly divided into the following three aspects: good product experience + expert recommendation + popular article promotion.

1. Good product experience: iterative new products

Compared to many new brands that use amateurs or influencers to promote their products, IS collects user feedback on its products through official product experiences in the early stages and continuously optimizes its product form.

Good Product Experience is an official new product experience activity. As long as you have a store on Xiaohongshu, you can contact the corresponding AM or distribution partner to apply for the new product experience. After the application is approved, you need to provide 20-100 products and send them to the amateurs selected by the platform (1K-1W bloggers). The amateurs will then give objective feedback on the product features. PS: the brand cannot interfere with the content of the amateurs' notes, and the amateurs will share based on their real experiences.

With the help of the official good product experience platform and user feedback, the product has been upgraded three times from "early stage milk cover shower gel", "mid-term milk cover pearl shower gel" and "pump-out pearl shower gel". Through the brand-platform-user word-of-mouth feedback mechanism, the three product upgrades have been completed, successfully creating the "pearl" product memory point and laying the foundation for in-depth brand recognition.

Cover: The style is very clean, and the pearl vermicelli product is full of girlishness. The first picture is also specially taken in the bathroom with the product. The product scene is highly coordinated, and the words "My boyfriend won't let me use it secretly and the pure fragrance of yyd" increase the user's attraction to the product. Figures 2 to 4 increase the progressive display of product details and introduce the support of product ingredients for fragrance. Figure 5 shows the effect picture that meets the product purpose, and the last product detail picture increases the attraction again.

Title: "My boyfriend begged me not to change my perfume! This damn smelly shower gel",

"My boyfriend begged me not to change it" makes users curious about what kind of perfume can make her boyfriend beg not to change it, which increases users' curiosity; the second sentence "marinated shower gel" highlights the properties of the shower gel, and users will also wonder what kind of shower gel it is.

Main text: The note type belongs to single product implantation. The beginning of the article uses Zhang Yuxi's celebrity effect to describe the feeling of use, effects and ingredients of the product in turn. Finally, it writes about the reactions of people around after use. It mentions its own yellow skin color. Yellow skin is also the skin color of most Asians, so it can circle a large group of people. The keyword layout of the note is implanted with "IS Pearl Shower Gel" and "Yellow Skin People", and these user population attributes will also be more accurate.

Summary: From the popular pearl shower gel, we can see that the linkage between the product and the note content mainly revolves around the "pearl" shape. The fashionable and trendy appearance and fragrance have become the key to going viral. The high-value cover and pictures also show the product details. When the notes generate high interaction, the comment area guides users and tells them how to buy, thus realizing a closed loop of planting grass.