How Liby used Douyin drama to reframe laundry pods as everyday fragrance

The campaign moved the product beyond basic cleaning into the “穿香” (wearing fragrance) lifestyle, built around “用两位数的洗衣凝珠替代千元香水实现伪体香” (“use two-digit-priced laundry pods instead of thousand-yuan perfume to create a faux natural body scent”). French perfumer expertise, Grasse rose, 33-day microcapsule scent retention and tenfold cleaning power supported the pitch under “邂逅格拉斯香奢风” (Encounter the Luxury Fragrance Style of Grasse). Plot-twist workplace and family dramas, comedy skits, lifestyle Vlogs and fragrance reviews placed the pods in commuting, home and parenting scenes, with “伪体香” (faux natural body scent) framing scent as part of personal presentation.

The audience was urban professional women and affluent, quality-conscious mothers interested in fragrance, clothing and home care. Celebrity-same-item references and 618 shopping-guide topics supported discovery, while two-digit pricing was compared with thousand-yuan perfume. The campaign set no limited-time discount or gift mechanism and used no explicit conversion prompt.