Beauty is in the eye of the scroller, thanks to Colorkey and Xiaohongshu

Brand new local makeup brand Colorkey is a ‘colour specialist’ which caters to generation Z. It intends to incubate a highly popular product in a new market segment — lip slime. Consequently, it has waged a unique war against the concept of ‘escape’ by catering to the psychological demands of young urbanites who seek to ‘escape’ the fast-paced world, reduce tension, and discover a peaceful environment.

Based on ‘Palette’, a prominently popular label on Xiaohongshu (RED), Colorkey has immediately positioned itself as a pioneering brand in the brutally competitive beauty industry. On the other hand, Xiaohongshu, a platform which attracts many young beauty fans, has an abundance of original and distinctive insights into the associated products. Cooperation with Xiaohongshu would not only support the business in identifying customers’ pain points, but also enable the brand to select a communication language that aligns with Generation Z’s desire for beauty and lifestyle preferences.

Combined with a popular Xiaohongshu IP – Today’s Makeup – Colorkey partners with bloggers to create makeup trends in the topic of #EscapingPrincessMakeup, while seeding its products in the lip-slime segment. Through co-creation with Xiaohongshu, the brand continues to evaluate the word-of-mouth of UGC consumers. Through the development of multidimensional content, the Colorkey brand has been developed more thoroughly.

After months of co-creation and the emergence of a creative selling point, Colorkey’s ‘Colour Bomb’ lip slime was sold out in three days for the most heavily-promoted colours. Moreover, the topic of #EscapingPrincessMakeup received over 12.38 million views; the campaign received 100 million total exposures on the website; UGC interactions reached 1.71 million; and a Top-2 excellent achievement has been delivered for the makeup topic on the website of Xiaohongshu, where Colorkey has realised its brand vision: to discover beauty through word-of-mouth+”, and to always integrate users’ voices and products’ innovation deeply.