How Givenchy Beauty used a Xiaohongshu tutorial matrix to launch its spring base makeup

The “白月光LIVE肌” (moonlit LIVE skin) concept framed effortless natural beauty through a clear, skin-like base with light but no greasy shine. It paired the 纪梵希明星流光菁润粉底液 (Givenchy Prisme Libre Skin-Caring Glow) foundation, also called “超贴瓶” (ultra-fit bottle), with the new 00月光滤镜 (00 Moonlight Filter) shade of 纪梵希四宫格散粉 (Givenchy Prisme Libre loose powder) as a spring complexion duo. Across the sustained Xiaohongshu rollout, 95% of posts were videos. Tutorials and GRWM content placed the products inside the base-makeup steps, while different looks—including Korean-style soft makeup, cool minimal looks and Asian makeup styles—expressed the same aesthetic.

The campaign addressed young urban women seeking a clear, natural base, an effortless mood and a finish that looks good on camera, including white-collar women and Gen Z students. It remained focused on product consideration rather than discounts. Some posts mentioned gifts such as a MINI loose powder when purchasing through the 京东新品频道 (JD New Products channel), with 京东新品日 (JD New Products Day) providing the channel tie-in alongside the seasonal launch.