How 滋源 (Seeyoung) seeded anti-hair-loss shampoo on Douyin around Mother’s Day

Timed to Mother’s Day and a product launch, the campaign ran from 27 April to 11 June 2025, with fourteen creators publishing fourteen videos, all assigned through Douyin’s Xingtu system. It framed 滋源防脱橙极光 (Seeyoung Anti-Hair-Loss Orange Aurora) around "科学持证防脱" (certified, science-based anti-hair-loss), pairing the "一丝盐专利成分拦截脱发信号" (the patented Yisiyan ingredient intercepts hair-loss signals) claim with oil control and volume. Family dramas and lifestyle vlogs moved from "油塌秃" (oily, flat, thinning hair) to "蓬松瀑布发" (voluminous, cascading hair), while reviews supplied before-and-after demonstrations and a light-touch "越懒头发越多" (the lazier you are, the more hair you’ll have) haircare idea.

The audience was new mothers dealing with postpartum shedding and urban professional women too busy with childcare or work for elaborate haircare. Postpartum shedding, parent-child moments, home routines and travel made the use cases concrete, with content tagged "滋源洗发水" (Seeyoung shampoo). There was no discount, price message, purchase urgency or offline activation: the brief was consideration-led seeding rather than a hard conversion push.