Xiaohongshu Beauty Operation: How four popular products went from 0 to 1 in half a year, revealing the content strategy that triggered sales!

Recently, a number of eye-catching products have emerged in the Xiaohongshu beauty market, including Zowie Natural Cream, Julygirl Matte Highlighter, Yaoguang Concealer Pen and Kled Eye Bag Pen. These products have achieved a breakthrough from zero to one in the past six months. This article will start from how to increase sales through Xiaohongshu advertising, solve the problem of low conversion rate, and how to cleverly use Xiaohongshu traffic to achieve higher acceptance and conversion on e-commerce platforms, revealing the secrets of their success.

Recently, when paying attention to the beauty market trends on Xiaohongshu, I found many good beauty brands and products. Therefore, this issue selected 4 beauty products that have achieved a breakthrough from 0 to 1 in the past six months, namely Zowi Bare Face Cream , Julygirl Matte Highlighter , Yaoguang Concealer Pen and Kled Eye Bag Pen .

In the following, we will analyze and discuss the development history of these products and their related content and gameplay. We hope that through the analysis of specific cases, we can provide some reference and reference for the following three questions.

1. When growth encounters a bottleneck, how to increase sales through Xiaohongshu?

2. I can successfully direct traffic from Xiaohongshu to the purchase link, but the conversion rate is low. What can I do?

3. How to effectively utilize Xiaohongshu’s traffic leverage to increase the acceptance and conversion on e-commerce platforms?

The relevant accounts we have observed so far mainly have the following content gameplay:

Below is a detailed case analysis of related content gameplay.

01 Zowie Natural Cream

Average customer spending: 66 yuan

According to Taobao search results, Zowi Bare Face Cream had a related search in October 2024 , and the number of searches has continued to rise since then, and transactions for related products have continued to increase.

(Data source: Business Advisor & Taobao)

As shown in the figure above, this product increased the number of searchers from 0 to nearly 12,000 in 3 months by relying on several popular notes. The cumulative search sales contribution was close to 100,000 , accounting for more than 60% of the total product sales. It is a typical product that is driven by popular articles.

From October to December 2023 , the product has cumulatively released 34 related notes. The main feature of the notes is that the bloggers who posted the notes are all amateurs or junior experts with less than 50,000 fans. There are 10 popular articles with more than 5,000 interactions, almost all of which are short video business notes , and these notes are mainly produced by the same expert.

(Data source: Huitun Data)

The total interactions of popular notes account for more than 99% of the total interactions of all notes.

Judging from the similarities in the content of multiple accounts, it is speculated that the content is mainly produced by brands, with simple forms, low production costs and high replicability.

Zowi's natural cream converts through popular articles and searches. The core of its high efficiency of popular articles is that the content is more realistic through video display and product placement, which reduces the sense of advertising and allows consumers to be more softly attracted.

However, this method has a clear upper limit on traffic, with nearly 980,000 interactions and a maximum of 22,000 searches. Brands and companies can quickly achieve sales of over 1,000 units by learning from this content method, but if they want to achieve higher sales, they need more diverse methods and content superposition.

02 julygirl matte highlight

Average customer spending: 30 yuan

Judging from the Taobao search data, the product has been online since September 2023 , and the transaction amount has continued to grow through marketing on Xiaohongshu. As shown in the figure below, the interaction trend of Xiaohongshu is basically the same as that of Taobao search.

(Data source: Business Advisor & Taobao)

From September to December 2023 , the product has accumulated 139 notes, which are mainly posted by amateurs with less than 1,000 fans . All of them are non-commercial notes , with pictures and videos accounting for roughly half each.

The output of relevant notes helped the brand achieve a search volume increase from zero to nearly 100,000 . At the same time, the transaction amount of direct product searches continued to rise, and the total sales of Taobao stores exceeded 1.8 million .

(Data source: Huitun Data)

There are 10 popular articles with more than 5,000 note interactions. The relevant note content is mainly about makeup tutorials , and the similarity of popular article notes is very high.

The following is an analysis of the relevant notes:

Note type 1: Graphic notes

(Image source: Xiaohongshu)

As shown above, the covers of the picture and text notes are all simple direct shots of the products , relying on the product's appearance and curious titles to attract users' attention and bring traffic to the products.

Note Type 2: Video Notes

Through real trial sharing, consumers can feel the effect and value of the product, achieving the effect of planting grass and recommending it. This kind of content sharing based on actual trial can gain the trust and recognition of consumers.

(Image source: Xiaohongshu)

In the comment section, bloggers also actively answer questions and share product information , achieving the effect of soft planting. This interactive method can strengthen the connection between consumers and brands and increase their willingness to buy.

This brand, like Zoway, also uses popular articles to drive searches and bring in traffic. However, compared to Zoway, she has added more notes with valuable content. Although the total number of interactions is only close to 210,000, her search volume is close to 170,000, which has achieved higher sales.

If a product wants to achieve higher sales, it needs to constantly look for diverse content scenarios to embed, exposing the product in places where users are likely to pay, so as to acquire users more accurately.

03 Yaoguang Concealer Pen

Average customer spending: 179 yuan, which is a high-priced concealer product. Domestic concealers generally cost less than double digits.

According to Taobao search data, Yaoguang Concealer Pen has been online since April 2023 (as shown below), which is roughly the same as the trend of changes in the interaction volume of related notes.

(Data source: Business Advisor & Taobao)

From April to December 2024 , the product accumulated 202 notes and 7 popular articles with more than 5,000 interactions, mainly produced by mid-level influencers with 10,000-500,000 fans.

The output of relevant notes helped the brand drive direct search transaction amounts of around 200,000 yuan , accounting for around 17% of Taobao’s total sales.

(Data source: Huitun Data)

Brands and influencers establish long-term cooperative relationships, so multiple influencers provide multiple exposures for the brand within a certain period of time.

Most of the best-selling notes are video notes, mainly makeup tutorials , and are segmented for different groups and scenarios (such as beginners, early eighties, square and round faces, etc.). By showing the comparison before and after the product is used, a sense of contrast is created to attract users' attention, and useful information is output in the content.

In addition to the common product promotion content, we can roughly divide the relevant notes into the following two categories based on the cover:

Note type 1: Picture and text makeup tutorial steps

(Image source: Xiaohongshu)

The notes are clear in content and have clear goals. They use pictures and text to show the entire makeup steps for reducing dark circles and tear troughs, highlighting the effectiveness of using related products.

Note type 2: Experts show their face makeup and teach learning

This type of content, which creates a sense of contrast by showing the before and after comparison of the product, is also one of the popular content forms of makeup reviews. After attracting the user's attention at the first time, the content is then output in the note content. There are various types of related note covers, including before and after comparison of makeup, left and right face comparison, expert photos, etc.

Other popular notes are similar in content and format to the above notes. This kind of note output can allow users to feel the practicality of related products and successfully plant seeds in the process of learning makeup.

In addition, after analyzing the traffic of some popular notes through the Dandelion platform, it was found that only a small number of popular notes had traffic investment, but the notes with the highest proportion of traffic investment were only about 19% , and the traffic of related notes was still mainly natural traffic.

The promotion strategy of Yaoguang Concealer Pen is a typical promotion by influencers. The average order value of its products is relatively high, so it needs high-quality influencer endorsement content for promotion. The total interaction volume is close to 270,000, and the search pull is 54,000. The overall interaction and search pull ability is more efficient than the above Zuowei. This is also the difference in this type of promotion. In the past, I also shared with you an article about concealer: (The same category of products have different delivery strategies on Xiaohongshu, resulting in a production efficiency difference of nearly 10 times?).

The output of this type of notes needs to find a good target audience segmentation, such as a makeup guide for beginners, a makeup look for the early morning crowd, etc. The more segmented the population, the more the corresponding tutorial can hit the pain point, which can bring better conversion results.

04 kled eyebrow silkworm pen

Average customer spending: 79 yuan

From the perspective of Taobao searches, the kled eyebag pen has been online since June 2023 , and searches have been rising since then. The changes in the amount of note interactions are similar to the growth in the amount of direct transactions (as shown in the figure below).

(Data source: Business Advisor & Taobao)

From June to December 2023, the product accumulated 1,147 notes, of which 1,067 were business notes, accounting for 93% of all notes; 1,136 were graphic notes, accounting for 99% of all notes. There were 7 popular articles with more than 5,000 interactions, and all of these popular notes were business notes.

The output of relevant notes helped the brand drive a direct search transaction amount of nearly 250,000 yuan , and the total sales of Taobao stores exceeded 3.16 million yuan . The direct search transaction amount accounted for about 8% of the total sales.

(Data source: Huitun Data)

Judging from the number of fans, the notes are mainly posted by amateurs or junior experts ( 1,000-50,000) .
The content and gameplay of the kled eyebag pen are quite diverse. Typical note types include graphic tutorials and ranking notes. The following is an analysis of the relevant notes:

Note type 1: Makeup tutorial notes

There are about 30 tutorial notes on how to apply eye makeup. These notes have a high level of interaction. Many of the product-related hot articles have gained more than 150,000 interactive exposures for the product. The cycle of these hot articles is relatively long, and there will be an increase in traffic within two months after they are released.

(Image source: Xiaohongshu)

The notes teach related eye makeup techniques through graphic presentations or video sharing, attracting users' attention and guiding related searches. The related popular notes mainly focus on eye makeup tutorials, and by teaching related eye makeup techniques, users are inspired to learn.

Note type 2: Horizontal test notes

kled produced more than 1,000 horizontal test notes, which brought it nearly 25,000 interactive exposures.

(Image source: Xiaohongshu)

The related ranking notes also have two different content templates:

One is to display different products of eyebag pens and conduct horizontal tests;

The other type is to show the eye effects of related products through eye makeup effects.

Let users see the product’s usage effect more intuitively.

Kled Eyebag Pen uses a combination of popular articles + horizontal test rankings on the Xiaohongshu platform. The total interaction volume is close to 180,000, and the search volume is 64,000. The overall interaction and search efficiency is very high.

Long-term exposure can be obtained through popular articles, and horizontal test notes successfully block related keyword searches, allowing Xiaohongshu's on-site operations to bring a large amount of search exposure to the product, helping the product to quickly achieve a breakthrough from zero to one.

At the same time, the advantages of Xiaohongshu's on-site operations were successfully transferred to Taobao, so that the product always appears in the top 10 search recommendations on Taobao.

Compared with other brands that adopt a single content approach, Kled Eye Bag Pen has achieved more efficient traffic conversion through diversified content promotion.

Summarize

1. For products with low customer orders and low decision-making, adding an additional promotional content perspective means an increase in sales volume . With a single content logic, growth is bound to be limited. How to more diversely implant products into content that meets user needs is the core of improving Xiaohongshu promotion.

2. The average order value that can be carried by koc or amateur promotion is limited. For high-premium products, the endorsement of professional bloggers is needed to support conversion.

3. As a leverage point in the early stage of the product, Xiaohongshu’s direct search conversion volume is relatively low. If the brand has a solid foundation on the site, or the product category itself has a large number of consumer users, higher sales and conversions can be achieved through the small leverage point of Xiaohongshu and on-site operations.

The products shared above are all standard products. Unlike lipsticks, blushes and other categories that have many color combinations, they need to be iterated and updated from time to time to develop more products that are popular with users.

However, there is basically no color division for bare face cream, matte highlighter, concealer pencil and eye bag pencil. The life cycle of this type of product is relatively long, so the above content and gameplay can also be used on personal care and skin care products.