Xiaohongshu Marketing: "168% Sales Surge" or "Failed Campaigns"? The KFS Model Decoded

The beauty industry on Xiaohongshu has evolved into a powerhouse of consumer engagement, driven by young, educated female users who rely on the platform for product discovery and trendsetting. According to the "Live with Beauty" Xiaohongshu Ads Beauty Industry User Insight Report, 82.5% of beauty users prefer Xiaohongshu for beauty-related content, while 94.6% express high satisfaction with the platform’s offerings. This dominance is further reinforced by case studies such as Yili Yogurt’s cherry blossom campaign, which saw a 700% surge in search index, and Asahi’s sustainability-driven content that resonated with eco-conscious consumers. As brands seek to capitalize on Xiaohongshu Marketing influence, understanding its user behavior and leveraging strategic marketing frameworks becomes essential.

I. Introduction to Xiaohongshu Ads Beauty Industry Landscape

Xiaohongshu has cemented its position as the go-to platform for beauty content, functioning as an "encyclopedia" where users discover new products and trends. The platform’s dominance is evident in its user base—primarily female, with a strong representation of Gen Z and Millennials (born in the 1990s and 2000s). Nearly 70% of these users hold college degrees or higher, indicating a demographic with both purchasing power and discerning tastes.

Behavioral insights reveal that 87.3% of beauty users rely on Xiaohongshu Ads to learn about new brands, while 94.6% report high satisfaction with the content. This engagement is not passive; users actively seek out reviews, tutorials, and trend reports, making the platform a critical touchpoint for brands aiming to build credibility and visibility. The combination of a highly engaged audience and a preference for authentic, visually appealing content creates a fertile ground for strategic marketing initiatives.

II. Strategic Framework for Beauty Brand Advertising

To maximize impact, brands must adopt a data-backed approach to audience targeting. Xiaohongshu Ads Dandelion platform offers a structured methodology for influencer collaboration, enabling brands to identify and partner with KOLs (Key Opinion Leaders) whose followers align with their target demographics.

A tiered content matrix ensures diversified messaging. For example, Yili Yogurt’s cherry blossom campaign leveraged mid-level KOLs to generate initial buzz, while niche influencers deepened engagement through scenario-based content. Seasonal marketing further amplifies reach—Yili’s integration of cherry blossom aesthetics capitalized on the platform’s 3 million+ related notes, driving a 700% increase in search index for their sakura-flavored drink.

III. Campaign Execution Best Practices

Successful campaigns follow a phased approach. Phase 1 involves refining product positioning—Yili Yogurt shifted focus from health benefits to high-value aesthetics, aligning with Xiaohongshu users’ preference for visually appealing products.

Phase 2 centers on multi-format content deployment. User-Generated Content (UGC) seeding, such as Yili’s "Goods Experience Station," gathers authentic reviews, while KOL amplification expands reach. Phase 3 integrates platform resources like search easter eggs and topic pages to sustain momentum. Yili’s use of surprise boxes and stickers reinforced brand visibility, ensuring prolonged engagement.

IV. Performance Measurement & Optimization

Xiaohongshu Ads project provides brands with granular, real-time tracking capabilities to measure off-platform conversions and user behavior. By analyzing metrics such as click-through rates, add-to-cart actions, and purchase UVs, brands gain actionable insights into campaign effectiveness. For example, Shabulei leveraged this tool to identify high-performing notes, which were then amplified through targeted commercial traffic, resulting in a measurable uplift in off-site e-commerce visits and sales. The project’s audience segmentation features further enabled precise retargeting, ensuring optimal resource allocation.

The KFS model served as a multiplier for Shabulei’s growth strategy. By combining influencer collaborations (Kol) with data-driven feed placements (Feeds) and keyword optimization (Search), the brand achieved a 168% YoY sales surge. Key to this success was the iterative refinement of content: top-performing notes were identified via A/B testing and boosted through paid feeds, while strategic keyword bidding (e.g., "gourmet cookies," "healthy snacks") captured high-intent search traffic. This holistic approach not only elevated Shabulei’s category SOV ranking by 150% but also drove a 100% increase in search volume, demonstrating the synergy between content, data, and paid promotion.

V. Sustainability & Lifestyle Marketing

With 64% of Chinese consumers favoring sustainable products (McKinsey), brands like Asahi successfully tapped into Xiaohongshu Ads eco-conscious community. Their #UpcyclingChallenge encouraged users to repurpose packaging, generating 500+ UGC notes. By framing sustainability as a lifestyle rather than a marketing gimmick, Asahi strengthened brand affinity and achieved a 67% positive feedback rate.

VI. New Retail Transformation Strategies

Traditional brands like Shabulei Cookies transitioned to new retail by leveraging Xiaohongshu’s Dandelion platform for precise influencer matching. Customized content and KFS-driven promotions led to a 150% increase in Share of Voice (SOV) and 100% higher search volume. This approach bridges offline-to-online conversion, proving that even established brands can thrive in digital ecosystems.

VII. Future-Proofing Beauty Marketing

As Xiaohongshu Ads continues to evolve, emerging trends like AR try-ons and ingredient-focused content will shape the next wave of beauty marketing. Brands must stay agile, adapting to platform policies while maximizing ROI through data-driven strategies. Topkee's comprehensive Xiaohongshu operational expertise positions brands to navigate these shifts effectively. By combining customized theme scheduling with platform-aligned content creation, Topkee strengthens brand uniqueness while leveragin the social sharing dynamics for viral potential. The agency's data-driven approach extends to precision advertising, utilizing diversified ad formats (including images, short videos, and livestreams) with targeted user positioning to boost conversion rates.

Topkee's operational framework addresses critical marketing pillars: brand elevation through strategic content calendars that balance corporate/non-corporate themes while capitalizing on timeliness; engagement optimization via professionally crafted notes featuring platform-native titles, copywriting, and visual assets; and sales acceleration through integrated e-commerce solutions that bridge advertising with shopping functionalities. The team's social customer service management ensures 360-degree interaction handling—from private messages to public comments—maintaining brand reputation while gathering actionable user insights.

Topkee's note production service incorporates platform-specific storytelling techniques and visual trends to showcase product features compellingly. Advertising campaigns are continuously refined using KPI-based performance analysis and user behavior data, enabling real-time optimization of beauty marketing strategies. By managing the complete operational lifecycle—from trend-responsive content planning to post-campaign data interpretation—Topkee helps brands future-proof their presence amidst evolving platform algorithms and consumer preferences.

The integration of Topkee's services (theme scheduling, note creation, precision advertising, and social CRM) creates a closed-loop system where marketing efforts generate measurable business outcomes. Brands gain not only immediate traffic and sales uplift but also sustainable growth through accumulated user insights and community engagement—critical advantages in Xiaohongshu Ads increasingly competitive beauty vertical. This operational rigor ensures brands remain adaptable to both platform updates and shifting consumer expectations in beauty content consumption.

Conclusion

For those seeking to deepen their impact, consulting with Xiaohongshu Marketing experts Topkee can provide tailored solutions. Their expertise in data-driven insights, KOL collaboration, and cross-platform integration (e.g.,Xiaohongshu Ads) helps brands navigate complex consumer landscapes. Whether optimizing pre-launch research like BeBeBus or scaling product matrices like Mead Johnson, Topkee’s team offers actionable strategies to transform trends into tangible results. Partnering with these specialists ensures brands stay ahead in evolving markets, from Children's clothing  innovation to Maternity and baby products red oceans.  

Appendix

• Live with Beauty" Xiaohongshu 
• Yili Yogurt Cherry Blossom Campaign Case Study
• Asahi Sustainability Campaign
• Shabulei Cookies New Retail Strategy