How Valentino used seventeen Douyin creators to seed its Valentine’s Day gift box

The theme "恋爱升温" (Love Heats Up) linked scent and lipstick shades to date-night atmosphere and olfactory memory, under the message "送对礼物即可让感情升温" (The right gift can make love grow). Couple dramas, comedy sketches and roleplay carried the gifting story, while beauty reviews and polished visuals explained the products. The box combined orange floral engraving with a rococo bow; fragrances included 白日玫瑰 (Daylight Rose), 落日小姐 (Miss Sunset), 唐娜小姐 (Miss Donna) and 同名男士 (the eponymous men’s fragrance), alongside lipstick.

Couple scenarios addressed gift buyers, while beauty content spoke to urban young women interested in premium fragrance, ritual and design. Comment lotteries and friend-tagging encouraged participation, with celebrity-same-item cues adding familiarity. The campaign used no discount or direct conversion link: saves and product consideration were the priority, with shopping-credit top-up gifts and offline counters providing the retail connection.