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overview
Lancôme has partnered with local podcast platform Xiaoyuzhou to launch a dedicated marketing program for its signature product Advanced Génifique Wrinkle & Dark Circle Eye Cream. The beauty brand invited seven podcasters to share their stories of staying up late on Xiaoyuzhou’s respective podcast channels. The idea for the collaboration arose from Lancôme selling his eye cream to reduce dark circles and visibly improve wrinkles caused by staying up late.
Lancôme invited seven podcasters to share their stories of staying up late in Xiaoyu.Photo: Screenshot of Xiaoyuzhou
netizen reaction
Each show in the audio series has over 100 comments about Xiaoyuzhou. Podcast programs don’t have as high a click-through rate as videos and images, but the engagement is more organic and detailed. By addressing the common pain points of staying up late among younger generations and leveraging the personal stories behind the phenomenon, this dedicated program resonates with listeners and encourages them to stay up late for something meaningful and positive. encourage you to do so.
verdict
Among emerging content formats, podcasting is one of the most overlooked in China. However, discerning global luxury houses such as Gucci and Giada, as well as domestic brands his Neiwai, Maia Active and Pop Mart, have seized the opportunity by launching digital initiatives on local podcast platforms such as Ximalaya, Vistopia and Xiaoyuzhou. I’m trying
Launched in 2020 by Shanghai startup Jike, Xiaoyuzhou is a fast-growing app with over 2 million listeners in a year and a half. As a podcast-only app with user-friendly features and personalization algorithms, this adult platform is known for its high user retention rate.
For Lancôme x Xiaoyuzhou, the partnership helps beauty labels enrich their eye cream storytelling. Beauty brands usually have fewer of his SKUs than fashion brands, so they always have to inject newness into their flagship products. While competitors continue to bet on rapid turnaround in sales through live streaming and celebrity endorsements, Lancôme has started investing in branding and long-term growth.
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