Estée Lauder collaborated with nearly 90 KOLs for the launch of its seventh-generation Advanced Night Repair Serum.
- Male KOLs made up 20% of all collaborating KOLs.
- Twenty top-tier Douyin KOLs generated about 70% of the campaign’s total media value.
- Skincare KOLs like @小P老师, @仙姆SamChak, and @苏辣辣是成分控focused their content on the formulation and impact of the product on anti-aging.
- The campaign’s Weibo hashtag #第七代小棕瓶# has tracked more than 1.16B impressions.