Shu Uemura, the famous Japanese cosmetics brand, wanted to diversify their online channels. Very popular among beauty addicts, Xiaohongshu (the RED) was a perfect fit for the brand.
Baozun launched Shu Uemura Xiaohongshu flagship store in 2017 when very few international brands had opened actual flagship stores. Since then, the brand gathered a significant community thanks to diverse marketing operations such as merchandising highlights from co-branded collections like with Onitsuka Tiger and One Piece for the Double 11 Shopping Festival in 2020. By leveraging those collections, Baozun landed premium platform resources and product slots in the main campaign venue to acquire more recommendation traffic.
Shu Uemura store sales reached more than 500K RMB during 2020 Double 11, with collaboration products being sold-out on the launch day.