Age 20's

The brand

Age 20’s is a Korean beauty brand best known for its cushion foundations. For this launch, the ambition was to move the brand from a functional cushion player to a premium lifestyle choice for urban Chinese professionals, built around a new foundation line with a distinctive dessert-inspired pack.

The challenge

The Chinese cushion category is crowded, with local and international brands fighting for the same workplace and daily-wear occasions. To stand out, the product needed a memorable hook, a credible performance story, and content tuned to how Chinese consumers actually discover and buy beauty on Xiaohongshu and Douyin.

Our approach

We built the launch around the “Little Milk Brick” identity, using the packaging as a visual anchor that consumers could recognize, name, and share. From there we ran a phased social media and eCommerce campaign across the two platforms that matter most for this category.

• Awareness phase to plant the Little Milk Brick identity
• Product showcase in workplace scenarios, matched to the professional use case
• Influencer-driven conversion with KOLs chosen for credibility on foundation
• User-generated content amplification to keep the nickname traveling

Platform tailoring was deliberate: Xiaohongshu leaned into application tutorials, side-by-side transformations, and long-form reviews, while Douyin focused on quick professional touch-ups, on-the-go makeup tips, and livestream-friendly formats. The performance story, professional coverage, milky-matte finish, and eight-hour wear, stayed consistent across both.

Results

The campaign outperformed across the board. Xiaohongshu impressions reached 750,000 against a 300,000 target, 150% above goal. Douyin impressions hit 3.87 million against a 1 million target, 287% above goal. ROI landed at 3.3%, ahead of category benchmarks, and the “Little Milk Brick” nickname gained organic traction with consumers, the clearest sign that the identity had taken hold.