Driving Sephora Hong Kong’s Growth on Xiaohongshu

Sephora, an internationally renowned beauty retailer, operates six premium locations in Hong Kong, attracting both trend-driven local shoppers and affluent tourists from Mainland China.

While Sephora already had strong offline presence, the brand wanted to connect deeply with Hong Kong’s Gen Z and millennial consumers, while also capturing the attention of Mainland Chinese visitors — a segment heavily influenced by Xiaohongshu (RedNote) trends. As a cross-border social media marketing agency with specialized expertise in Xiaohongshu, we designed and executed a full-service digital strategy to grow Sephora’s brand presence and convert online buzz into store traffic and sales.

1. Platform Entry: Seamless Xiaohongshu Onboarding

We managed the entire official account application and setup process for Sephora Hong Kong, ensuring verified brand identity and optimized search visibility. Our team tailored the account’s profile, visuals, and tone to resonate with both Hong Kong locals and Mainland visitors.

2. 100% Locally Relevant Content Production

Leveraging the combined strengths of our Hong Kong and Guangzhou creative teams, we ensure every promotional material is not only accurately localized for Hong Kong but also perfectly aligned with Xiaohongshu’s visual trends and storytelling style.

• Short-form videos highlighting in-store experiences, exclusive HK promotions, and product launches.

• Static graphics and lifestyle photos optimized for Xiaohongshu’s aesthetic and discovery algorithms.

All content was strategically localized to Hong Kong’s culture while maintaining Sephora’s global brand voice.

3. Gift-Giving Campaigns to Spark Buzz

We conceptualized and ran exclusive product sampling and gifting campaigns on Xiaohongshu to encourage user-generated content. This created a snowball effect of authentic recommendations, driving both online engagement and offline store visits.

4. Always-On Audience Engagement & Activation

Our community managers interacted directly with followers via comments, DMs, and Q&As — turning casual browsers into brand advocates.

By blending content localization and conversion-focused campaigns, our agency positioned Sephora Hong Kong as a trend-setter on Xiaohongshu — ensuring the brand’s message reached exactly the right audience at the right cultural moment.