ICEX – the Spanish Institute for Foreign Trade entrusted Value China with the development of a digital strategy on Xiaohongshu (REDnote) to strengthen the presence of Spanish beauty brands in China. The goal was to create direct contact between Spanish brands and Chinese consumers, increasing the visibility and competitiveness of Made in Spain in the cosmetics and skincare sector.
The assignment, awarded through a public tender, recognized Value China’s proposal for its innovative, China-friendly approach, perfectly adapted to the specific features of Xiaohongshu.
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The Challenge
Spanish beauty brands face three main critical issues in a competitive and constantly evolving market:
Overcoming low awareness among Chinese consumers, especially for SMEs.
Differentiating themselves from international competitors already established and well-positioned on local digital platforms.
Creating a clear and consistent identity, capable of enhancing content and conveying the distinctive values of Spanish cosmetics.
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The solution
To address these challenges, Value China focused on Xiaohongshu (REDnote), a central platform for the beauty sector in China, developing a strategy based on original content, influencer marketing, and direct interaction with users.
The official account “ICEX Beauty from Spain” was launched with the goal of offering a coherent and recognizable image of Spanish cosmetics through informative and emotional content, visual storytelling, original videos, and activities linked to key events such as the China Beauty Expo in Shanghai and the 618 festival.
The content strategy turned followers into true brand ambassadors, thanks to high-impact visual posts, thematic narratives centered on sustainability and natural ingredients, educational editorials, and collaborations with influencers (Key Opinion Leaders – KOL).
