「Early C, Late E」: Skincare Breakthrough or Marketing Gimmick? The Data-Driven Truth Behind Xiaohongshu Ads Viral Trend

Xiaohongshu, often dubbed "rednote" has evolved from a niche lifestyle-sharing platform into a powerhouse for trend-driven marketing. With its unique blend of user-generated content (UGC) and influencer collaborations, Xiaohongshu Ads has become an indispensable tool for brands looking to engage with China’s digitally savvy consumers.  

In the beauty and skincare sectors, where trends dictate consumer behavior, Xiaohongshu’s role is particularly crucial. The platform’s ability to amplify emerging trends—such as the recent "Early C, Late E" campaign by health brand Yangshengtang—demonstrates its influence in shaping consumer preferences. This case study exemplifies how data-driven insights and creative repositioning, powered by Xiaohongshu Ads, can transform traditional products into viral sensations.

I. Deconstructing the "Early C, Late E" Campaign Strategy

Yangshengtang's campaign strategy was driven by Xiaohongshu's data analytics, which identified a significant 751% increase in searches for "internal skincare," signaling a consumer shift toward nutritional supplements for long-term beauty benefits rather than just topical treatments. Building on this insight, the brand innovatively adapted the popular skincare trend "Early C, Late A" (using vitamin C in the morning for brightness and retinol at night for anti-aging) to their vitamin C and E supplements, effectively merging healthcare with beauty. In the Define Phase, Yangshengtang repositioned its supplements as beauty enhancers instead of conventional health products, crafting the "Early C, Late E" narrative—promoting morning vitamin C for radiance and evening vitamin E for repair. This approach, boosted by Xiaohongshu Ads, successfully appealed to young consumers looking for convenient "lazy wellness" solutions.

II. Execution Framework and Tactical Breakdown

Yangshengtang amplified its "internal skincare" messaging by partnering with a range of content creators, including dermatologists and lifestyle influencers, while tailoring content to seasonal themes (e.g., summer sun protection) and consumer pain points (e.g., addressing dull skin) to boost engagement. Additionally, the brand strategically leveraged "Trend Blacklist" IP to establish its "Early C, Late E" product as a trending topic, while Xiaohongshu Ads solidified its dominance in search results, ensuring strong keyword association with Yangshengtang.

III. Measurable Impact and Industry Implications

The campaign achieved significant quantitative results, including a 29x increase in "Early C, Late E" searches, a 220% rise in brand searches, and a 100% high-engagement note rate. Qualitatively, Yangshengtang successfully transformed its brand image, moving away from its traditional healthcare perception to establish itself as a youth-focused wellness leader. This shift gained widespread attention, with 25 mainstream media outlets covering the trend, further amplified by Xiaohongshu Ads.

IV. Transferable Marketing Principles from the Case Study

Key takeaways include:

• Data-driven trend anticipation—using platform analytics to spot emerging behaviors.
• Formulaic marketing—adapting existing trends for category innovation.
• Platform-content synergy—aligning messaging with user preferences, optimized through Xiaohongshu Ads.

V. Comparative Analysis with Adjacent Success Cases

Both Yangshengtang and Meibell successfully utilized Xiaohongshu’s data-driven insights to identify high-demand skincare scenarios, with Meibell’s "Blue Bandage" mask targeting post-party recovery and achieving a 186% surge in search traffic. In contrast, a2 Milk adopted a different approach by prioritizing social responsibility through its "Straw Challenge" campaign on Xiaohongshu, which aimed to raise awareness for infants with cleft palates. While Yangshengtang and Meibell capitalized on trend-driven virality, a2 Milk’s strategy emphasized meaningful social impact, showcasing the platform’s versatility for both commercial and philanthropic goals—enhanced by Xiaohongshu Ads.

VI. Future-facing Recommendations for Brands

To navigate Xiaohongshu’s dynamic ecosystem, brands must adopt a strategic approach that leverages data-driven insights, platform-specific expertise, and cross-functional execution. Predictive trend mapping requires more than surface-level analytics; it demands deep integration of native tools with professional operational support. Topkee’s team specializes in mining platform and user behavior data through services like YIS recording for real-time information aggregation, coupled with KPI-driven insights to forecast emerging trends. This enables brands to align content with both algorithmic preferences and audience interests, as seen in their customized theme schedules that balance corporate messaging with trending topics—amplified by Xiaohongshu Ads.

The imperative to balance science and virality hinges on credible yet engaging content architecture. Topkee’s end-to-end note creation—from eye-catching titles blending social trends to professionally designed visuals—ensures health or product claims resonate without compromising compliance. Their advertising team further amplifies credibility by deploying diversified ad formats (e.g., shoppable videos, live streams) backed by precise user targeting, converting implicit interest into measurable sales leads while maintaining brand integrity.

For omnichannel amplification, Topkee’s methodology extends beyond isolated campaigns. Their advertising services integrate Xiaohongshu’s e-commerce functionalities to bridge traffic and conversions, while social customer service management (comment/@me responses, private message handling) sustains engagement across touchpoints. By synchronizing these efforts with cross-platform strategies—such as repurposing high-performing Xiaohongshu Ads content for other channels—brands achieve cohesive visibility. Topkee’s holistic approach, combining data insights, creative execution, and performance monitoring, positions brands to dominate not just on Xiaohongshu but throughout the digital landscape.

Conclusion

The "Early C, Late E" campaign underscores Xiaohongshu’s power in transforming brands through data-driven storytelling. For marketers, the key lies in identifying cultural shifts early and crafting narratives that resonate—supported by Xiaohongshu Ads for maximum impact.

Need help unlocking your brand’s potential on Xiaohongshu Ads? Consult our experts Topkee for tailored strategies.

Appendix:

• Yangshengtang Case Study
• Meibell’s "Blue Bandage" Campaign
• a2 Milk’s Social Responsibility Initiative