The author of this article has disassembled and summarized some popular beauty care content on Xiaohongshu from three aspects: audience audience, Xiaohongshu beauty care article framework, and how to attract traffic from Xiaohongshu. Let’s take a look.

Nowadays, more and more people pay attention to skin care , and " whitening " has also become the main demand of users for the functions of skin care products. The author of this article has disassembled and summarized some popular beauty care content on Xiaohongshu from three aspects: audience audience, Xiaohongshu beauty care article framework, and how to attract traffic from Xiaohongshu. Let’s take a look.

has more and more effective skin care products with the "whitening" effect as the main demand. Coupled with the fragile and dark skin characteristics of Chinese people, whitening becomes a daily habit for users.

As users' whitening concepts become more mature, it is necessary to establish user cognition and penetration from multiple perspectives to correspond to increasingly refined whitening products.

Today has disassembled and summarized some popular contents of Xiaohongshu personal protection for you, hoping to help you Xiaohongshu operators and merchants.

Catalog of this article:

1. Xiaohongshu Beauty Personal Care Content Audience Group
2. Xiaohongshu Beauty Personal Care Expo Article Framework
3. How to attract beauty Personal Care in Xiaohongshu

1.Xiaohongshu Beauty Personal Care category Audience Group

Compared with makeup content, women aged 18-23 pay more attention to makeup content than women aged 24-28.

When creating whitening content, you need to first understand the pain points of the user's skin and the scenes of the formation.

Because skin problems are multifaceted and cannot be broken by single click, logical solutions can be established for different scenarios in content creation to explore the role that the product can play in the solution.

2. Xiaohongshu beauty personal protective article framework

1. If you use wet water for self-use, you can really get a good skin if you can wet compress it.

(Overview of Xiaohongshu notes: likes 7w, collection 4.6w, comments 629)

(1) Xiaohongshu explosive article title

keywords "self-use", "cheap", "good skin". Users usually prefer to write "no broad sharing" on the title because it is more realistic and not randomly cut leeks. Cheap and good skin can quickly make people know that they can get high-efficiency value through low investment

(2) Xiaohongshu bang article cover

through "unlimited repurchase wet water" and the blogger applied a cotton pad, holding 4 products in his hand, and three functional demand keywords: "repair, oil control, and brightener", which caused clicks for people with different needs. The blogger on the cover is to apply cotton pad directly on the face with no makeup.

(3) Xiaohongshu blast content

At the beginning, it pointed out that "it can save a lot of money for wet compresses" and makes people wonder, why can it save money? Next, we will help you choose different wet compress water from the perspective of a newbie of wet compress. Each water introduced will have many scene-based materials, including outdoor sunbathing, military training, going out to play, redness and acne with bare skin, and peeling and floating powder after makeup. The entire video blogger's oral broadcast rhythm is very rich with the corresponding oral broadcast materials, and there is also a comparison between wet compress and facial mask, which is very convincing, making people want to search for the products recommended by the blogger immediately.

(4) Xiaohongshu blast comments

Record the products used by the video through the class representatives, which facilitates users to further search. Many users will give back to the actual experience of the four wet compresses mentioned by the blogger, and the interactive data is very high.

copy homework:

If you want to make a collection of products of the same category, you can choose different functions to introduce them together. For example, whitening essence can be used to lighten spots, antioxidant, and anti-sugar, or face whitening, body whitening, internal adjustment and whitening, and whitening methods of different skin types. Such content can help users identify products that suit their situation and will be more in line with the actual scene logic. Most bloggers who also use wet water to cover design in

have a very real state of application. The cover is not as good as the photo-patch, which can bring the distance between them and the user.

2. The age of 36 will not collapse your face, the essence and practice version will become younger and younger the more you live.

(Overview of Xiaohongshu notes: Like 2.5w, hidden 4w, comments 442)

(1) Xiaohongshu explosive article title

All women will easily collapse their faces as collagen is lost when they are 30 years old. The blogger will immediately hit the user's pain points through the keyword "36-year-old does not collapse your face", and want to know how the blogger can do it. At the same time, through the tutorial title of the essence and practice version, the user's pain points can be solved immediately by the tutorial.

(2) Xiaohongshu blast cover

cover font pressed on the cover is very impactful. It is very convincing with the blogger's bright, flawless and elastic face, and there is no trace of photo editing. The keyword "persist for 10 years" makes users understand that this is a very practical and practical dry goods sharing.

(3) Xiaohongshu blast content

At the beginning, the tools are first applied, and the things needed are very simple. Then the blogger began to demonstrate the actions through dubbing, introducing them step by step and integrating the acupoints step by step. At the end, wipe off the essential oil on the face and end it with a gentle cream. There is no nonsense or unnecessary movement during the process, and there is a clear and concise explanation.

(4) Xiaohongshu blast comments

Blogger first added the frequency of use and the name of the product that was not mentioned in the video in the comments. Then, users in the comments section gave back this method worth a try. Even after his 56-year-old mother made it, nasolabial fold was reduced, and some people also shared that it would be better to use other products in the process.

copy homework:

integrates the product in the process of using it, arouses the user's desire to act through the correct way of becoming beautiful. For many users, they only know how to use the product well, but lack the awareness of how to use the product correctly to achieve the best results.

Many skin care contents are only pure oral selling points without use, and have no testimony before and after use, but for users, it is more convincing that can combine the actual use process.

3. Fool-style guide! Teach you step by step to remove acne marks at low cost

(Overview of Xiaohongshu Notes: Like 2.7w, Collection 1.8w, Comments 721)

(1) Xiaohongshu Broadcast Title

Title gives people a feeling of being full of information through "step-by-step", and can eliminate acne marks at low cost without spending a lot of money. It is also a topic that users will care about, which arouses everyone's curiosity.

(2) Xiaohongshu bang article cover

cover every keyword "low cost, fast, acne marks, fools, red and black marks" is a demand point. The blogger herself is in a state of whiteness without makeup, and also puts acne material on the cover, making people curious how she eliminates acne and becomes white and tender.

(3) Xiaohongshu blast content

1:00 is open first and was frightened by the bare face full of acne marks. Then the blogger put on the now white and tender bare face, and the persuasion was immediately established, making the user want to hear how she fights acne, which attracted the user's attention in the first 5 seconds. The blogger said that he had summarized his experience because he had failed and tried and errors. This would give users a layer of trust before the blogger shared knowledge.

Before talking about the product, first introduce the causes of acne, and introduce the corresponding usage methods based on the theoretical basis. The product introduction is within 20 sentences, and it is introduced while integrating it during use. This method of planting grass is easier to accept.

(4) Xiaohongshu blast comments

overall maintenance is good and has rich questions. Everyone asked the bloggers one after another, and at the same time raised their own skin questions to urge the blogger to share.

copy homework:

"Spots" is one of the effects that many people pay attention to under the major category of whitening. But many people actually don’t understand the correct steps to use whitening products, so the content needs to be combined with experience and theory, and use a "fool-style guide" to make users believe that as long as they follow it, they can be the same as the blogger.

skin care products must be realistic on the cover. It is best to have no makeup, close-up face, high-definition so that they can see the pores, or put them on the huge difference before and after use to create a huge impact visually to attract users to click.

for skin care and whitening content. The blogger himself must not be afraid of exposing himself to have poor acne without makeup. Users are now more and more fond of watching selfies with faces. The purpose of posing for refined pictures will attract users’ disgust.

4. Misconceptions about Xiaohongshu's skin care content

Many effective skin care products are easily caught in the whole article only talking about the goodness of their own products and praise them hard.

If you can see it at once, it is an advertisement and the user is resistant, so that it cannot be integrated into the real user usage scenario. Such content is rejected by the user because for the user, the use scenario is first used before the corresponding use products. The simplest scenario is: morning skin care and evening skin care.

When users are accustomed to using different skin care products in the morning and evening, they will have products with different effects that extend based on their skin types and conditions. By integrating product introduction into step-by-step usage, users can solve the problems of users during the entire experience process, allowing users to directly "copy homework" and use it accordingly.

. You can first apply user category tags for skin care content on Xiaohongshu, such as student party, dormitory party, postgraduate entrance examination party, ingredient party, migrant workers, teachers, mothers, and even children. This tag can facilitate users to check their numbers, and it is also easy for users to actively search.

For user category tags, you can also read my article "Buy 2 million, a set of Xiaohongshu Consumer Research Methods". The three whitening notes analyzed above

all belong to the "dry list" category, but each entry point is different, but the blogger will not be limited to introducing a single product, which can encourage users to purchase relevant products together.

copy homework:

skin care products need to lay a lot of content when making content, and content from a single angle can build the user's mind.

Perhaps a single angle appeal can form a memory point, but it is still a long way to make users really interested in thinking that "you are what I need right now and can solve my problem", so it is necessary to build a content matrix.

(1) Universal dry goods

"Self-test do you really age?", "What is the barrier damage?", "Self-testing problem of collapsed face", "What problems will cause for lack of water in different skin layers" Use hard dry goods to appropriately insert the product. It should be noted that the content of the dry goods must be correct, and the product should be mentioned shallowly.

(2) Cross-domain theme category

strong skin care cross-domain content is combined with health, and can be displayed from a diverse perspective such as internal and external conditioning, facial massage, and eating habits. This kind of content has a sense of life, rather than simply listing product selling points. In addition, the blogger personally demonstrates it, it has a high reference value for users and has a better grass planting effect.

(3) Close-up high-definition pore picture

This type is the content before and after witnessing the use. The skin problem is very unbearable before and after use. Even the bare face is moist and smooth after use. There must be an exaggerated front and back comparison. Both types of pictures can be used as the first picture. You can only take selfies on one side of the face, and you can only take pictures of the cheeks and nose wings of one side of the face. It is best to take a pore. It doesn’t matter if the face is a little distorted. This way, you can form a high-impact picture.

(4) Single-variety grass

extracts the core selling points of the product, and then attracts users' attention through strong visual impact typefaces and high-network copywriting.

font copywriting such as "I was praised when I went out without makeup", "I need to use the essence of the ground", "I'm sorry!", "I'm so stupid that I only sold for dozens of yuan but no one cared about it", etc. It is difficult for users to not click on such an exaggerated and emotional description.

(5) Seasonal explosion article

For example, the whitening of military training for freshmen every summer is a problem that many people will pay attention to. In addition, the scene of military training in the outdoor sunbathing scene is too strong. If the cover has a strong impact and the content is arranged properly, it is easy to produce a hit product.

or above are indispensable for skin care products to prepare content, so different entry points are needed in the early planning of content in order to make notes have long-term operational value.

Beauty care title formula:

Good title formula 1 = Subdivided population + numbers + results

• Novice eye makeup | Advanced clear love Valentine's Day 8 pure and pseudo-free makeup
• 9 animal eye makeup! Do you want to learn makeup after completing different eye makeup styles in
• ? 0 How to advance basic novice, super dry goods

Good title formula 2 = emotions + personality + numbers + results

• ! beautiful! Now! The more I look at the Thai makeup in September, the more I like
• makeup 10 years summary! These 10 big brand makeup classic and practical
• don’t buy sisters randomly! This is enough for streamlining makeup!

Good title formula 3 = Solution + Problem + Results

• Summarize 15 personal protective tools in one go, which is easy to use to Hammer Wall
• dry goods | 5 Don’t develop comics! White and tender are really perfect
• comic hand development | Three techniques to lighten fine lines and say goodbye to wrinkles

3. How to attract personal care in Xiaohongshu for beauty and personal care in Xiaohongshu for

1. Video content Product name/store name Driving

Place the key information in the cover and video characters to facilitate users to take screenshots to search for product names.

2. The comment area maintains

and fans are used as class representatives through a small account, and put the specific name of the product in the comment area (but be careful not to appear sensitive words such as Taobao and WeChat, and can be replaced by orange software and unlicensed words). Maintenance of the comment area is very important. It is necessary to prompt users to leave messages to ask questions about product efficacy, and not just praise the blogger for their beauty.

3. The author himself responds to comments

There are many bloggers who will not reply to their own comments. For users, when they see notes that do not reply to comments, they will leave a real impression that the blogger’s sharing is not true enough. The blogger must reply at least 10-15 comments. The content of the reply needs to be thoughtful, answer questions and continue to recommend products.

4. The products mentioned in the instant

in the unboxing video can be transformed in the instant form, which will not violate the platform rules, but can protect the account better and safely, and can also achieve traffic diversion effect.

4. Summary

Xiaohongshu Skin Care Beauty Skin Care Xiaohongshu content operation . If you can clarify what kind of scenario, one link can maximize the product's efficacy, it will be easier for the target group to accept it than simply enlarge the selling points. If you want to generate a pop-up article, you need to spend more time designing the cover and video for the first 5 seconds to amplify the elements and skin conditions that can cause visual impact. Through exaggerated comparison, consumers can better attract clicks.

How to do a good job in skin care and whitening content marketing?

The author summarized the following points:

1. Do a good job in product positioning, select differentiated product selling points
2. Study different usage scenarios and user pain points
3. formulate content strategies, differentiated keyword
4. Multi-channel creation content
5. Analyze the content and iterative content strategies after delivery

Columnist

Zhuang Jun, public account: Zhuang Jun, a senior researcher in Xiaohongshu marketing, author of "Detonating Xiaohongshu", 2011 Internet content marketing, Haier signed a contracted content marketing consultant, everyone is a product manager columnist.

This article was originally published on Everyone is a product manager and reproduction is prohibited without permission.

question picture is from Unsplash, based on the CC0 protocol.

The views in this article only represent the author himself, Renren are both product managers and the platform only provides information storage space services.