Night Owls Rejoice: Top 5 Health Supplements for Late-Night Skincare Routines on Xiaohongshu
The digital marketing landscape in China has witnessed rednote emerge as a powerhouse platform, particularly for beauty and health brands leveraging Xiaohongshu Ads to drive authentic engagement with consumers. Recent campaign data reveals astonishing success metrics - Centrum's women's multivitamins achieved 99% year-on-year sales growth through strategic campaigns, while skincare brand Mibeier saw their Blue Bandage Mask searches surge 186% on e-commerce platforms following a well-executed Xiaohongshu Ads strategy. These numbers underscore the platform's unique ability to drive both brand awareness and concrete sales conversions.
Xiaohongshu's strength lies in its hybrid nature as both a social media platform and e-commerce ecosystem, with over 70% female users concentrated in first- and second-tier cities. What sets it apart is the high level of trust users place in its user-generated content and influencer recommendations—that can amplify through targeted placements. The platform has become particularly influential in the beauty and health sectors, where consumers actively seek authentic reviews and practical advice before making purchase decisions. Nielsen IQ's research confirms users are highly engaged consumers who frequently purchase in these categories, making them prime targets for brands investing in Xiaohongshu Ads to establish credibility and drive conversions.
I. Data-Driven Insights for Campaign Strategy
Successful Xiaohongshu Ads campaigns begin with deep data analysis to understand consumer behavior patterns and emerging trends. The platform's big data capabilities allow brands to identify micro-trends before they hit mainstream awareness. Yangshengtang's health supplement brand provides an excellent case study - by analyzing search data, they discovered a 751% year-on-year growth in "internal adjustment" skincare searches and identified "VC+VE" as a trending ingredient combination among beauty-conscious users. This insight, paired with Xiaohongshu Ads optimization, led to their creation of the "morning C evening E" nutritional regimen that became a platform sensation.
Xiaohongshu's data tools enable brands to go beyond surface-level demographics and understand the contextual scenarios driving product interest. Mibeier's analysis revealed four key skincare moments among platform users: brightening/yellow removal, bare-faced confidence, hydration, and repair. They further connected these to specific behaviors like "staying up late to watch dramas," allowing them to position their Blue Bandage Mask through Xiaohongshu Ads as a comprehensive solution rather than a single-function product. This scenario-based marketing approach helps brands identify white space opportunities and position products in ways that resonate with actual user needs rather than generic benefit statements.
II. Tactical Execution for Brand Growth
The most effective Xiaohongshu Ads campaigns employ an integrated "content-operation-ecommerce" model that synchronizes multiple touchpoints. Centrum's success with their women's multivitamins (dubbed "Little Purple Bottle" on the platform) demonstrates the power of the KFS (KOL-Feed-Search) content marketing strategy, amplified by Xiaohongshu Ads. This approach combines influencer collaborations (KOL), targeted feed advertising, and search term optimization to create a comprehensive brand presence across different user journey stages.
Precision targeting through tools like Xiaohongshu's Juguang advertising platform allows brands to reach specific audience segments with tailored messaging. Mibeier's campaign strategically targeted search terms related to both product scenarios and trending topics like Li Jiaqi (a top influencer), achieving dominant visibility for relevant searches. The content strategy should balance educational, inspirational, and promotional elements while maintaining authentic platform-native aesthetics - professional yet relatable visuals, concise yet detailed copy, and practical usage scenarios that help users visualize incorporating products into their lives.
III. Case Study Deep Dives
Examining specific brand successes reveals replicable patterns in Xiaohongshu Ads execution. Mibeier's Blue Bandage Mask campaign achieved category dominance by covering multiple skincare scenarios rather than limiting itself to a single benefit. Their collaboration with top influencer Li Jiaqi during the 618 shopping festival provided massive visibility, while staggered content releases before major promotions built sustained interest—all supported by Xiaohongshu Ads. The results were impressive - top search position for masks on Xiaohongshu with 50% search increase, and 186% growth in e-commerce platform searches during 618.
Yangshengtang created an entirely new consumption trend with their "morning C evening E" concept, cleverly adapting the skincare world's "morning C evening A" routine to health supplements. By leveraging "Popular Black Codex" IP and diverse creator collaborations—they made the regimen feel like an insider secret rather than corporate messaging. The campaign generated 29x growth in "morning C evening E" searches and 220% increase in brand searches, with 100% of collaborative notes receiving high praise - demonstrating how health brands can achieve youth appeal through culturally-relevant positioning.
IV. Key Success Factors for Beauty & Health Brands
Three critical elements emerge across successful campaigns. First, scenario-based product positioning that connects to actual user behaviors and needs rather than generic benefits. Mibeier's expansion from simple "brightening" to comprehensive coverage of late-night skincare and other scenarios allowed them to reach broader audiences through Xiaohongshu Ads. Second, leveraging platform-native IPs and trends gives campaigns authentic cultural relevance - Yangshengtang's adoption of the "Popular Black Codex" format helped their message feel organic rather than promotional.
Third, continuous data analysis and agile adjustments ensure campaigns remain optimized. Centrum's biweekly content analysis and tag optimization allowed them to refine targeting and messaging based on real performance. Successful brands treat Xiaohongshu Ads as iterative processes rather than set-and-forget initiatives, using platform analytics to double down on what works and quickly pivot from underperforming elements.
V. Measurable Outcomes and Platform Advantages
The business impact of well-executed Xiaohongshu Ads extends far beyond the platform itself. Mibeier's 186% e-commerce search growth demonstrates how Xiaohongshu visibility drives cross-platform conversions. Centrum's 99% sales growth and top position in the Double 11 bestseller list show how platform reputation-building translates directly to sales. Yangshengtang's campaign generated over 100 million off-platform exposures through media coverage, proving how ads trends can spill over into broader cultural conversations.
Compared to other social media commerce platforms, Xiaohongshu offers unique advantages for beauty and health brands. Its users actively seek product information and trust community recommendations more than traditional advertising. The platform's visual-first format perfectly suits beauty products, while its detailed review culture supports health brands needing to communicate complex benefits—making ads a critical tool. The integration between discovery and shopping creates shorter paths to conversion than fragmented multi-platform approaches.
Topkee's content creation capabilities—spanning graphic notes, video production, and data-driven optimizations—ensure that campaigns resonate with discerning users. Regular performance analytics, covering note engagement, conversion rates, and fan demographics, enable continuous refinement to maximize ROI. By aligning native strengths with Topkee's operational proficiency, brands achieve measurable growth in visibility, engagement, and sales.
VI. Actionable Recommendations for Brands
For brands looking to replicate these successes, several strategic approaches prove consistently effective. First, align major campaigns with key shopping festivals like 618 or Double 11 while beginning contnet seeding well in advance. Second, create memorable product nicknames like "Little Purple Bottle" or "Little Silver Beans" that enhance recall and social media sharing. Third, implement continuous performance monitoring with weekly optimizations to contnet and targeting based on real data.
Brands should view as a year-round relationship-building platform rather than just a promotional channel. Consistent, valuable content establishes authority and trust that pays dividends during key sales periods. The most successful campaigns balance data-driven precision with authentic, platform-native creativity - speaking to users as real people rather than abstract demographics.
Continuous performance monitoring is critical. Topkee’s Data Insights and Analysis services provide granular metrics—note engagement (views, likes, shares), conversion rates, and fan demographics—enabling weekly optimizations. Their Precise Targeting tools, including DMP Crowd Packages and Keyword Targeting, leverage the unique user behavior data to reach high-intent audiences. For instance, Search Promotion and Information Flow Promotion place ads in high-traffic scenarios, while French Fries Promotion warms up notes for targeted distribution.
Conclusion
Xiaohongshu has established itself as an indispensable platform for beauty and health brands targeting China's digitally-savvy consumers. The case studies of Mibeier, Yangshengtang, and Centrum demonstrate how strategic scenario-based positioning, data-driven insights, and integrated ads approaches can drive both brand building and sales growth. As the platform continues evolving, brands that master its unique ecosystem while maintaining authentic engagement will reap significant competitive advantages in China's crowded consumer markets.