How Spes launched spes多肽蓬蓬瓶 (Spes Peptide Volumizing Bottle) on Douyin with scalp-care science and daily-life vlogs

Spes brought a skincare-ingredient story into shampoo: spes多肽蓬蓬瓶 (Spes Peptide Volumizing Bottle) was framed around “六重多肽小分子精华” (sixfold small-molecule peptide essence) and “20多种头皮精华” (more than 20 scalp essences), with “养头皮才能真控油蓬松” (“Only by caring for your scalp can you achieve real oil control and volume”) linking gentle scalp care to oil control and volume. Soft placements in couple, postpartum confinement, solo-living and home vlogs ran alongside ingredient reviews, multi-person trials and immersive sensory demonstrations. The intended shift was from aggressive cleansing to gentle care.

The audience was urban white-collar women with oily, flat or fine, limp hair, including new mothers with postpartum or pregnancy-related oil-control and volume needs. “头皮放大200倍” (scalp magnified 200 times) and “28天挑战” (28-day challenge) turned testing into a format, while “发根站起来” (roots standing up) and “高颅顶” (a high crown) described the visible finish. Built around the launch and 520, the campaign invited trial in voiceover but showed no specific price or promotion in the copy; the work stayed at product seeding, with no discount.