L’Oreal collaborated with several dozen Weibo and RED beauty KOLs for the launch of little demon gold lipstick. Participating KOLs like @小猪姐姐zz, @Ruby幼熙, and @大洁哥_Jane added the lipstick to standard make tutorials. Among participating KOLs, @仇仇-qiuqiu had the highest fan interaction rate of 0.66%. In her makeup tutorial, she recreated a famous Chinese celebrity. And to amplify the post, she ran a gift lottery. L’Oreal’s Weibo campaign hashtag #欧莱雅小妖金唇膏# tracked over 11M impressions.