Giorgio Armani has been collaborating with KOLs across several social networks to promote the release of its new 5G black liquid lip gloss.
. KOLs’ posts feature two contrasting makeup and outfit styles to juxtapose Armani’s two most popular lip gloss colors.
. Roughly 40% of KOLs are top-tier Weibo beauty bloggers. The remaining 60% of KOLs are small professional product reviewers on the RED and Bilibili.
. Posts on Weibo are primarily professional makeup tutorials. While posts on RED and Bilibili look more like organic product reviews.
. The 10 Bilibili KOLs’ “FIT Performance” has been lackluster. No KOLs’ engagement rate surpassed their 90-day moving average.