How Proya built a Mother’s Day skincare gifting push on Douyin

Running from 19 April to 6 May 2025 under “心意成花送给妈妈” (Turn Heartfelt Sentiments into Flowers for Mom), the campaign centered on 珀莱雅母亲节礼盒 (Proya Mother's Day Gift Box), with 珀莱雅红宝石套装 (Proya Ruby Set) and 珀莱雅红宝石面霜 (Proya Ruby Cream) as its core products. Creators integrated skincare demonstrations into trips with mothers, mother-in-law and daughter-in-law interactions, and mother-daughter shopping trips. The product story focused on peptides and other anti-aging ingredients, line-softening and firming benefits, and a collagen spa experience, alongside a rich but non-greasy texture for summer use.

The audience was urban women aged 25–40 with skincare awareness and an interest in expressing family affection. The gift box paired the 红宝石套装 (Ruby Set) with a greeting card, giving the purchase both an efficacy rationale and a gifting ritual. Content carried no discount or urgency device; the campaign hashtag and “珀莱雅母亲节礼盒” (Proya Mother's Day Gift Box) linked the videos, while Tmall search instructions and store or showcase search handled conversion.