YSL Beauty has been cooperating with KOLs from various social media platforms for continuous exposure since May last year to promote their Pure Shots Night Reboot Resurfacing Serum product line.
- Until now, more than 1500 of the 1600 KOLs participating in this campaign are Xiaohongshu KOLs, 91% of which are long-tail and micro KOLs. This indicates that the brand wants to expand the market through the close follower relationships that micro KOLs possess.
- KOLs promote the YSL products in two ways: comparing YSL’s new products with the serums of other beauty brands, highlighting YSL’s advantage and making a recommendation. Alternatively, KOLs use the product in their promotional photos, and highlight the efficacy of the product in their copywriting.
- The campaign has tracked more than 1B impressions on Weibo via # ysl夜皇后精华#.