How L’Oréal built a Mother’s Day gifting campaign on Douyin

The emotional idea was “妈妈值得世界上最好的夸赞” (Mom deserves the world’s greatest praise): the 欧莱雅母亲节礼盒 (L’Oréal Mother’s Day Gift Box) became a way for daughters to express love and gratitude. Mother–daughter interactions, family warmth, comedy and makeover scenes carried the 欧莱雅复颜水乳 (L’Oréal Revitalift toner and emulsion) and face cream, with “守护妈妈美丽” (Protect Mom’s Beauty) linking the stories to skincare. Product claims centred on care designed for mature skin, menopause-related sagging, wrinkles and dullness, and “抗皱紧致提亮” (anti-wrinkle, firming and brightening), supported by retinol PRO and lifting and firming peptides.

The campaign addressed urban young women with spending power who wanted a presentable, practical gift for their mothers. The gift box contained the 欧莱雅复颜水乳 (L’Oréal Revitalift toner and emulsion) and cream set and was sold through Douyin Mall’s Super Brand Day, with light spend-and-save and gift mechanics. Comment-area shopping guidance and calls to search the store or product showcase connected the videos to purchase.