How Colorkey used autumn moods to launch a velvet lip glaze on Douyin

The campaign made “秋冬氛围感” (autumn-winter atmosphere) the shared visual and narrative line for “第三代珂拉琪丝绒唇釉” (third-generation Colorkey Velvet Lip Glaze). New shades including R608, R247, B255, R252 and B605 were tied to seasonal outfits and makeup, so “色号即氛围” (the shade is the mood) became the recommendation logic. Demonstrations covered “一抹丝滑隐匿唇纹” (one smooth swipe conceals lip lines), “不沾杯不掉色” (does not transfer to cups or fade) and “黄皮友好显白” (suits yellow undertones and brightens the complexion), with an airy velvet texture addressing dry lips and color settling into lines. Artist-collaboration packaging added a design layer. All 45 posts were videos, spanning hands-on tests, comedy skits, workplace and campus dramas, and roleplay.

It spoke to urban professional women and Gen Z students seeking autumn-winter makeup, especially those concerned with yellow undertones, dark lip coverage and dry lips. The affordable, design-led product was framed for swatch sharing. Xingtu assignments coordinated the creator matrix and the hashtag #第三代珂拉琪丝绒唇釉 (third-generation Colorkey Velvet Lip Glaze). The campaign used no hard discount CTA and disclosed no gift mechanism, keeping the launch focused on consideration, search and organic conversion.