How Aekyung used Douyin family dramas to seed at-home hair dye

The organising idea was 在家染发替代理发店 (dyeing hair at home instead of visiting a salon). Videos placed 爱敬小猪瓶 (Aekyung Little Pig Bottle), also identified as 爱敬双管染发剂 (Aekyung dual-tube hair dye), in mother-in-law and daughter-in-law, mother-daughter and close-friend plots, covering grey-hair coverage, mutual colouring and pre-travel makeovers. The recurring 痛点-解法-实测-对比理发店 (pain point–solution–hands-on test–salon comparison) sequence opened with grown-out colour, grey hair or salon cost, then showed dual-tube press application, a 30-minute wait and the post-wash finish. Voice-over explained the no-mix design, ammonia-free formula that can touch the scalp, and 250g size for repeated use; a product-testing endorsement added an authority cue. Internet memes supported an accessible, close-friend tone.

The campaign spoke to women aged 25-45, including urban professionals and mothers in lower-tier markets, with home-colouring convenience, value and grey-hair care for older family members as the entry points. Copy anchored value at under 100 yuan against a salon visit costing several hundred yuan, reinforced by the 250g format's repeated use. Mother's Day supplied the gifting frame before the run-up to 618, while the call to action sent viewers to search for the store or product showcase.