How Estée Lauder built a Qixi gift-box campaign on Douyin with RUIbuilt
For Qixi 2025, Estée Lauder used 25 Douyin creators and 25 videos to promote a limited RUIbuilt gift set, pairing romance-led storytelling with a serum-and-eye-cream offer and no discount.
Make the limited gift box carry both feeling and function
From 12 to 25 August 2025, Estée Lauder paired 雅诗兰黛小棕瓶精华 (Estée Lauder Little Brown Bottle Serum) and 雅诗兰黛小棕瓶眼霜 (Estée Lauder Little Brown Bottle Eye Cream) in a limited Qixi gift box with a RUIbuilt-designed bag. The slogan 心意不藏越爱越响 (“Don’t Hide Your Love; The Deeper the Love, the Louder It Resonates”) framed the box as a way to make affection visible. Couple vlogs, gift-buying guides, date scenes and comedy sketches combined the box's design and celebrity-same-item cues with late-night repair, line-smoothing and brightening benefits.
The campaign addressed urban professional women interested in gifting rituals, premium design and late-night skincare, while buying guides also served men looking for a Qixi present. It used a limited-edition, exclusive-launch offer without a discount mechanic, a multi-hashtag matrix including 雅诗兰黛七夕礼盒 (Estée Lauder Qixi Gift Box), and calls to search the brand's shop or product window.
- Objective
- Sales Conversion
- Occasion
- Qixi Festival
- Funnel
- Consideration
- Messaging
- Design and Aesthetics · Love and Romance · Combo Recommendation
- Scenes
- Gifting Scenario · Couple Scenario · Daily Life at Home
- Formats
- Vlog Narrative · Buying Guide · Comedy Skit
- Activation
- Multi-tag Matrix
- Trust
- Celebrity Same-item
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| IP Collaboration | 4.6%1 in 22 |
| Multi-tag Matrix | 4.9%1 in 20 |
| Celebrity Same-item | 5.8%1 in 17 |
| Bundle Combo | 9.8%1 in 10 |
| Design and Aesthetics | 10%1 in 10 |
| Buying Guide | 10%1 in 10 |
Share of the 2,150 Douyin Skincare campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A top-heavy, female-led pyramid spanning romance, beauty and lifestyle
199K–11.8M
25 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Female Dominant
The first step to copy
- 1
Start with a recognisable couple problem, not a product lecture
Open on an everyday couple tension, such as emotional distance or a tired look after late nights. Let the gift box resolve the scene, then weave late-night repair and line-smoothing benefits into dialogue or voiceover rather than leading with ingredients.
- 2+
More steps in the full teardown
casting, product placement, the gift offer and the hashtag matrix
The full teardown adds
- Reads and engagement for all 25 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 37,145 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How L’Oréal built a Mother’s Day gifting campaign on DouyinDouyin · Skincare | Apr 21, 2025 | 50 |
| How Proya built a Mother’s Day skincare gifting push on DouyinDouyin · Skincare | Apr 19, 2025 | 15 |
| How OSM seeded 欧诗漫胶原小金管 (OSM Collagen Gold Tube) on Douyin with family drama and ingredient scienceDouyin · Skincare | Apr 12, 2025 | 24 |
| How Lancôme built a Christmas gifting push on Douyin around a limited-edition designDouyin · Skincare | Dec 13, 2024 | 15 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 雅诗兰黛. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction