Yves Rocher

China's cosmetics market crossed USD 141 billion in 2025. Online channels now account for 65% of all beauty transactions. Douyin has overtaken Tmall as the primary sales engine for beauty brands, with beauty item sales on the platform up 164% year-on-year. Xiaohongshu counts 350 million monthly active users, and brand investment in XHS influencers grew over 100% in a single year. For any international cosmetics brand competing in China in 2026, these two platforms are not optional.

Yves Rocher, the French botanical beauty brand founded in 1959, holds strong recognition in Europe but faced a specific problem in China: awareness among younger consumers was limited, and the brand lacked a structured presence on the platforms that drive purchase decisions today. Chinese consumers in 2026 are more selective. They do not buy a brand because it is French. They buy it because they see it consistently, trust the people talking about it, and feel it speaks directly to them. The post-COVID shift toward premiumization with purpose, combined with rising C-Beauty competition, left international brands with little margin for passive visibility.

Groupe Rocher partnered with Cosmetics China Agency to build a full social media and KOL program. The brief: activate a mix of macro and micro KOLs on Douyin and Xiaohongshu, produce short-form video content rooted in the brand's botanical heritage, and drive measurable awareness and sales through livestream e-commerce. The campaign paired KOL activation with Tmall store optimization and WeChat community management to convert content-driven traffic into loyal buyers.