How Diao Pai used Douyin drama and vlogs to launch a fragrance laundry detergent

The Xingtu-led launch reframed detergent as “穿在身上的高奢香水” (a luxury perfume worn on your clothes), unified by the question “谁是新一代香氛洗衣液” (which is the new generation of fragrance laundry detergent?) and the hashtag “雕牌高奢香水香氛” (Diao Pai luxury perfume fragrance). The product story paired 格拉斯五月玫瑰香 (Grasse May Rose fragrance) with 微胶囊爆香科技 (microcapsule fragrance-burst technology), 120-hour fragrance retention, antibacterial action and odor removal; “洗一次香五天” (one wash, five days of fragrance) made the lasting-fragrance claim concrete. Comedy and lifestyle creators placed the product in best-friend games, late-pregnancy vlogs, workplace stories and solo-living routines, with dialogue and voice-over carrying the selling points.

The campaign addressed urban young women and quality-seeking middle-class consumers interested in clothing fragrance, personal scent and attainable everyday luxury. Paris Olympics and women’s volleyball hooks added an emotional link through the “中国玫瑰” (Chinese rose) theme. Voice-overs stressed value for money, but the brief remained awareness-only: no discount, urgency device, offline activation or specific conversion mechanism.