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Too Faced: Golden Week Campaign

Discover how Too Faced partnered with InfluenConnect to achieve 1,000+ engagements and a 60% reduction in influencer search time, targeting Chinese students and tourists during Golden Week.

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Client Overview


Too Faced, a Paris-inspired makeup brand renowned for its playful and vibrant identity, aimed to capture the attention of Chinese students and tourists in the UK during China’s Golden Week shopping season. The campaign focused on promoting cult favorites like the Better Than Sex Mascara and Born This Way Foundation through collaborations with influencers who embodied the brand’s youthful, glamorous ethos.


The Challenge


The brand faced three core challenges:


  1. Cultural Relevance: Identifying UK-based influencers capable of resonating with Chinese Gen Z audiences while balancing Western beauty trends and Eastern preferences.


  2. Platform Fragmentation: Coordinating cohesive storytelling across Xiaohongshu, Instagram, and TikTok to maximize reach.


  3. Tight Timelines: Finalizing partnerships and launching content within the 7-day Golden Week window to capitalize on peak shopping momentum.


Strategy & Execution


InfluenConnect implemented a hyper-targeted strategy to align Too Faced with the preferences of Chinese shoppers:


  • AI-Driven Influencer Matching: The platform’s AI filtered influencers using tags like beauty, lifestyle, and UK-based Chinese audience. Advanced analytics prioritized creators with expertise in luxury shopping hauls, travel content, and makeup tutorials.


  • Transparent Pricing & Direct Outreach: Pre-verified rate cards enabled rapid budget decisions, while direct access to influencers accelerated onboarding. Ten creators were confirmed within 48 hours.


  • Golden Week Exclusives: Influencers produced in-store hauls at retailers like Harvey Nichols, travel-ready makeup tutorials, and limited-time discount codes to drive urgency.


Results


The campaign solidified Too Faced’s appeal among Chinese audiences in the UK:


  • 1,000+ Social Media Engagements: Content drove a 35% increase in follower growth on Too Faced’s UK channels.


  • 60% Faster Influencer Search: AI tools reduced manual vetting from weeks to days.


  • 45% Discount Code Redemption Rate: Highlighting strong conversion among Chinese students and tourists.

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