How Chanel built a Douyin Christmas launch around one winter-night visual world
For its 2025 Christmas limited-edition launch, Chanel ran 24 videos with 24 creators on Douyin from 27 October to 5 December. The campaign tied “冬夜星辰” (Winter Night Stars) make-up tutorials to gifting and emotional occasions, with no discount or direct conversion prompt.
Turn limited-edition design into a vehicle for festive wishes
Chanel used “冬夜星辰” (Winter Night Stars) as both the visual system and the emotional frame. Star-inspired relief designs brought five house symbols—the lion, comet, camellia, wheat and pearl—into eye-shadow palettes and blush. Videos centred on the “幻彩星愿妆” (Iridescent Star Wish Makeup) look, swatches, GRWM tutorials and unboxing vlogs, featuring 四色眼影397 (Four-Colour Eyeshadow 397) and 香奈儿5号香水 (Chanel No. 5 Perfume) alongside the wider limited-edition range. Travel, fashion, automotive, emotional-drama and home-life creators took that system beyond beauty tutorials.
The audience was urban professional women with an interest in premium design, plus seasonal gift buyers. Best-friend trips, couple dates, anniversaries, at-home filming and self-treat narratives carried the theme “把祝福与星光送给重要的人” (Give Blessings and Starlight to the People Who Matter). Combination recommendations linked make-up, base products and fragrance for gifting; 金砖粉底液 (Gold Brick Foundation) and 白金柔肤精华油 (Platinum Softening Facial Oil) also appeared in the product set. The launch stayed premium and brand-led, using limited-edition status rather than discounts, with no offline activation.
- Objective
- Product Launch
- Occasion
- Christmas · New Launch
- Funnel
- Awareness
- Messaging
- Design and Aesthetics · Love and Romance · Healing and Relaxation · Combo Recommendation
- Scenes
- Couple Scenario · Gifting Scenario · Daily Life at Home
- Formats
- Tutorial
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Healing and Relaxation | 3.3%1 in 30 |
| Daily Life at Home | 9.4%1 in 11 |
| Combo Recommendation | 16%1 in 6 |
Share of the 963 Douyin Beauty campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
24 top-tier and mid-tier creators, with a top-heavy, female-led lifestyle mix
407K–3.91M
24 creators with a public follower count
Celebrity Anchor Halo
Top Heavy
Female Dominant
The first step to copy
- 1
Set one visual anchor before choosing formats
Choose a single seasonal image and define its motifs, colours and product details. Require swatches, tutorials and unboxings to interpret that same system, so a mixed creator slate still produces a coherent, searchable body of content.
- 2+
More steps in the full teardown
head-led cross-vertical casting, tutorial scripts and gifting, and the hashtag matrix
The full teardown adds
- Reads and engagement for all 24 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 10,156 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
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|---|---|---|
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| How PRADA built a Valentine's Day gifting campaign on DouyinDouyin · Beauty | Jan 26, 2025 | 15 |
| How 3CE built a festive Douyin launch for 3CE唇绒 (3CE Lip Velvet) with twelve creatorsDouyin · Beauty | Dec 11, 2024 | 12 |
| How Colorkey used autumn moods to launch a velvet lip glaze on DouyinDouyin · Beauty | Aug 27, 2024 | 41 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 香奈儿. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction