Estée Lauder · Skincare · Red Note
Launch a Japan-exclusive Estée Lauder line to Chinese consumers — a product they could only buy while traveling. The campaign had to build recall for an unfamiliar collection, reach consumers precisely when they were planning trips to Japan, and convert interest into drugstore purchases thousands of kilometers from home.
Nickname-for-recall. We coined "自润肌系列" (Self-Hydrating Skin Collection) — a Kanji-derived name instantly familiar to Chinese consumers — so the line could be searched, discussed and remembered natively.
Precision tourist targeting. We bid on high-intent keywords like 日本旅游攻略 (Japan Travel Guide) and 日本药妆推荐 (Japanese Drugstore Recs), catching travelers at the exact moment they were writing shopping lists.
Four content pillars. Travel vlog integration, Best Buy in Japan, product experience & science, and 2025 must-buy/award buzz — with real-time comment analysis tracking product efficacy, audience fit, ingredient education and brand perception, plus daily TI-user tracking per SKU.
Real-time comment analysis across the key conversation pillars — product efficacy, audience fit, ingredient education, brand perception — with daily True-Interest tracking per SKU to see which content themes drive the highest TI spikes, and optimize in time.
Tell us about your brand and the Chinese consumers you want to win. We'll come back with a point of view — not a template.