«To know one's steps is to master the Way.
Yet, Cookies shall light the road. Please, decide which marks shall remain.»
What we did:
- Douyin
Case study «DR.SEA»
DR.SEA is an international cosmetic brand that combines Israeli technology, Dead Sea components, and European quality control. The product line targets an audience that values natural ingredients, high efficacy, and premium brand positioning.
At the time DR.SEA approached Mates Asia, the brand had zero active presence in China. The promotion strategy for the Chinese market had to be built from scratch, lacking accounts, localized content, an understanding of key channels, and target audience insights.
BACKGROUND
The client aimed to launch its promotion in China relying on WeChat and Douyin (the Chinese version of TikTok) — two pivotal channels for the Chinese consumer base. However:
- The brand had no ready-made content in Chinese.
- There was no strategy adapted to local formats.
- No competitor audit or clear understanding of target audience behavior had been conducted.
The task was comprehensive: to shape a visual and semantic presentation that would resonate with Chinese consumers and launch promotion across multiple channels simultaneously.
OBJECTIVES
- Introduce the brand to the Chinese market.
- Build brand awareness among the skincare and beauty-focused audience.
- Start regular content management for WeChat and Douyin accounts.
- Increase trust and build a base for future sales (without initial advertising spend).
WHAT WE DID
1. WeChat: Launch and Setup
- Registered and verified the Official Account under the company’s legal entity.
- Configured the basic structure: logo, description, and welcome message.
- Implemented a chatbot so users receive relevant material selections upon entering specific keywords.
- Set up the menu, auto-replies, and designed the cover and profile pages.
2. Branded Article Template
- Developed an animated template in the brand’s corporate style—professional-looking and tailored to the reading habits of Chinese WeChat users.
- Utilized dynamic elements, anchor links, and long-format content structure within the messenger.
3. Foundational Content Development
- Translated, formatted, and published four full-format articles:
- Brand History and Philosophy;
- Product Technology and Efficacy;
- Product Line Review;
- The Benefits of Dead Sea Components.
- The articles received positive feedback and successfully conveyed the brand’s core values.
4. Douyin: Registration and Preparation
- Opened and branded the account (profile, cover, logo).
- Initiated the verification process (pending submission of customs clearance documents after the first shipment).
5. Douyin Strategy Development
- Conducted a comprehensive analysis of competitors and trends in the cosmetics niche.
- Developed a promotion strategy: recommended formats, video content structure, publication frequency, and visual benchmarks.
- Prepared references and the visual concept style.
6. Video Promotion
- Adapted the client’s original videos for Douyin: added subtitles, Chinese voice-over, background music, and trending visual elements.
- Used relevant hashtags and current editing approaches.
- Created a branded cover image for each video.
- Example: A viral video featuring the Labubu mascot achieved high engagement and drove a significant increase in followers.
Challenges & Solutions
- No Chinese Content or Strategy
Conducted a competitor audit, adapted the tone of voice, and prepared a series of materials and visual styles from scratch.
- Unknown Brand in the Market
Focused on educational and image-building content, emphasizing ingredients, benefits, and technology to establish trust.
- Advertising Limitations
Relied on high-quality content and visual presentation, integrating native engagement mechanics and the chatbot functionality.
RESULTS
- Official WeChat account registered and fully verified.
- Four branded articles in Chinese published, achieving high readership and reposts.
- Automatic chatbot and menu successfully configured.
- Douyin account launched and branded, with verification in process.
- Video content strategy created and style adapted to platform trends.
- First videos showed increasing engagement and reach; the Labubu video went viral.
- A stable brand infrastructure in the Chinese digital environment has been successfully established.
Conclusions and Recommendations
For cosmetic brands in China, visual presentation, native content, and trust-building are paramount.
Launching from scratch is effective and possible if a competent communication style and consideration of Chinese audience expectations are established from day one.
Next steps: Douyin verification, launching video ads, and entering Chinese marketplaces with social media support.
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- Reach Achievement: Exceeded 3 million in total reach across WeChat & Douyin within the first three months.
- Follower Growth: Achieved over 5,000 followers from a standing start within six months.
- High Engagement Rate (ER): Maintained an average engagement rate (ER) of 9.11% on the newly launched accounts.
- Services Provided: WECHAT, DOUYIN
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