Kiehl’s partnered with Dealmoon to execute a co-branded Lunar New Year campaign focused on engaging Chinese consumers in the U.S. during a key cultural and commercial moment.
The campaign centered on integrating Kiehl’s into Lunar New Year traditions through influencer content, editorial storytelling, and coordinated amplification across RedNote and Dealmoon. This approach positioned the brand within gifting behaviors and holiday preparation, aligning with how the audience discovers and evaluates products.
Kiehl’s needed to strengthen its relevance with Chinese consumers in the U.S., where purchase decisions are shaped by cultural alignment, peer influence, and trusted content ecosystems.
Key challenges included:
- Translating global brand equity into culturally relevant messaging
- Integrating into Lunar New Year in a way that felt authentic to the community
- Reaching an audience that relies heavily on influencer driven discovery
- Driving both engagement and conversion during a highly competitive holiday period
The campaign was developed as a co-branded initiative between Kiehl’s and Dealmoon, combining cultural relevance, influencer content, and coordinated amplification across Rednote and Dealmoon.
Cultural Integration and Gifting
Kiehl’s gift sets were positioned within Lunar New Year traditions, including gifting, celebration, and holiday preparation. Select KOLs received a $50 gift card in a traditional red envelope to reflect authentic gifting behavior.
Influencer Activation on Dealmoon & RedNote
Over 150 KOLs were activated following a broader vetting process. Creators produced lifestyle and skincare content across daily routines and holiday moments, integrating the brand into real consumer behaviors.
Content Amplification
Influencer content was extended through Dealmoon editorial and reposting, connecting storytelling with promotional messaging and increasing visibility across both platforms.
Phased Execution
The campaign launched with a warm up phase to build early momentum, followed by full activation aligned with peak Lunar New Year shopping activity. As part of a full-funnel approach, an exclusive Dealmoon offer was introduced during this period, connecting content engagement directly to conversion and reinforcing purchase behavior at peak intent.
The campaign delivered measurable impact across reach, engagement, and conversion.
- 10M+ impressions from RedNote KOL content
- 47K+ engagements including likes, comments, bookmarks, and shares
- High volume of intent driven interactions, including product inquiries and purchase consideration
- 179% Year over Year increase in sales during the Lunar New Year period
Audience response reflected strong product validation, with consumers actively engaging, sharing feedback, and moving toward purchase.
Driving performance within this audience requires alignment across culture, content, and commerce.
By integrating Kiehl’s into Lunar New Year behaviors, activating trusted creators, and reinforcing messaging across Rednote and Dealmoon, the campaign increased both engagement and conversion during a critical retail period.