How Saint Bella used Xiaohongshu to put women's self-care first on Women's Day

Saint Bella built the Women's Day push around “我们置顶我们” (We Put Ourselves First) and the idea of “置顶自己” (put yourself first). A special issue, “圣贝拉国际私密简报” (Saint Bella International Intimate Health Bulletin), carried education on intimate health and body awareness, while vlogs, image-text explainers and emotional stories addressed bodily change, intimate-health shame and postpartum anxiety. The content also introduced “圣贝拉钻石秘龄” (Saint Bella Diamond Secret Age) and postpartum care. Multiple campaign tags organized distribution, and comment lotteries added a participation mechanic.

The audience was urban, affluent women over 30, including new mothers and women preparing for pregnancy or recovering postpartum, with messaging extending to white-collar women interested in growth and self-directed consumption. There was no price discount or hard conversion prompt. A celebrity livestream offered postpartum recovery credits as a soft route into services, alongside store referral, keeping the campaign in awareness mode.