How Lancôme built a Christmas gifting push on Douyin around a limited-edition design

Lancôme built the campaign around “巴黎星夜限定” (Paris Starry Night Limited Edition), using Paris landmarks, snowfall and starlight as the shared visual language for a gift box featuring 兰蔻超修小黑瓶 (Lancôme Advanced Génifique serum). From December 13–20, fifteen mid-tier female creators across beauty, fashion and lifestyle each published one video. High-aesthetic visual films established the romantic Christmas setting, while spoken seeding added the serum’s repair and anti-ageing benefits and the practical value of a complete skincare set. The message therefore combined three points: limited-edition design, repair and anti-ageing efficacy, and a useful full set.

The campaign addressed urban professional women who value ritual and quality, including Christmas gift buyers and shoppers considering a treat for themselves. The gift box included 兰蔻超修小黑瓶 (Lancôme Advanced Génifique serum) and the 极光系列 (Clarifique) skincare range, with no specific discount price stated in the copy. Limited availability supplied the seasonal urgency, while the primary call to action sent viewers to search for the store or product showcase.