How FLYCO turned a shaver gift box into a Valentine’s story on Xiaohongshu
From 24 January to 6 February 2024, FLYCO ran a concentrated launch for its artist-collaboration Valentine’s gift box. Seventy-six Xiaohongshu creators posted once each, pairing romance-led gifting content with product demonstrations.
Make an everyday men’s-care product carry the gift’s emotional message
The launch centred on “飞科智能感应剃须刀” (FLYCO Smart Sensor Shaver) and “飞科太空小飞碟剃须刀” (FLYCO Space Little UFO Shaver), while the limited “飞科潮流艺术家情人节联名礼盒” (FLYCO Trendy Artist Valentine’s Day Collaboration Gift Box) paired the smart-sensing shaver with a nose-hair trimmer. Under the theme “把你放心上” (Keeping You Close to My Heart), couple routines, relationship-story sketches, best-friend recommendations and unboxings foregrounded design and gifting ceremony. Posts repeatedly introduced smart sensing, the 0.35mm thin, flexible blade, LED display, portability and battery life. Video accounted for 41% of the mixed-format output.
The intended buyer was an urban young woman in a relationship choosing a practical, good-looking Valentine’s gift for her boyfriend. FLYCO framed the choice as “实用+高颜值+仪式感” (practical + good-looking + a sense of occasion), using limited-edition packaging and an exclusive debut rather than a direct discount. The burst also sat in the Spring Festival period, with posts directing interest towards a store or showcase search and no offline component.
- Objective
- Product Launch
- Occasion
- Valentine's Day · Spring Festival
- Funnel
- Consideration
- Messaging
- Love and Romance · Specs and Performance · Design and Aesthetics · Pain-point Hook
- Scenes
- Gifting Scenario · Couple Scenario · Daily Life at Home
- Formats
- Unboxing / Haul
- Trends
- Self-reward Spending · Aesthetics Economy · Domestic Brand Rise
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Love and Romance | 13%1 in 8 |
| Unboxing / Haul | 14%1 in 7 |
| IP Collaboration | 16%1 in 6 |
| Specs and Performance | 17%1 in 6 |
| Typical | |
| Pain-point Hook | 71%7 in 10 |
Share of the 994 Xiaohongshu Personal Care campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
Seventy-six creators: mid-tier relationship voices, head accounts and unboxing seeding
5.25K–3.27M
76 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Mid Dominant
Female Dominant
The first step to copy
- 1
Open with a relationship tension, not a product specification
Build the hook around everyday couple moments, romantic devotion or an age-gap romance, then let the gift appear inside the story. This gives female gift buyers a reason to stay with the content before the shaver’s features are introduced.
- 2+
More steps in the full teardown
feature repetition, creator casting and the gifting offer
The full teardown adds
- Reads and engagement for all 76 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 1,314 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How Ryo built an image-led Xiaohongshu seeding campaign for 北京云歇 (Beijing Cloud Rest)Xiaohongshu · Personal Care | Nov 8, 2025 | 47 |
| How 滋源 (Seeyoung) seeded anti-hair-loss shampoo on Douyin around Mother’s DayDouyin · Personal Care | Apr 27, 2025 | 14 |
| How Spes launched spes多肽蓬蓬瓶 (Spes Peptide Volumizing Bottle) on Douyin with scalp-care science and daily-life vlogsDouyin · Personal Care | Apr 6, 2025 | 46 |
| How Walch used Douyin relationship dramas to seed a Christmas body care giftDouyin · Personal Care | Dec 2, 2024 | 10 |
A public campaign observed on Xiaohongshu. unrandom did not run it and is not affiliated with 飞科. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction