Core Insights - FanBeauty, founded by actress Fan Bingbing, is leveraging her celebrity status to enhance brand visibility and engage with users through a "mutual encouragement" campaign on Xiaohongshu [3][4][9] - The brand's marketing strategy effectively combines user-generated content (UGC) with celebrity influence, resulting in significant sales growth for its new VC orange whitening mask [8][11][12] Brand Strategy - FanBeauty has maintained a strong association with Fan Bingbing since its inception, using her influence to amplify brand awareness and drive sales [3][9] - The "mutual encouragement" initiative invites photographers to showcase their work, creating a buzz around the brand while simultaneously promoting its products [6][8] - The brand has successfully transitioned from a focus on high-end beauty devices to popular skincare products, with the sea grape moisturizing mask becoming a best-seller [10][11] Sales Performance - The new VC orange whitening mask sold 3,000 units within a minute of its launch, and total sales reached 200,000 units within three days [8][11] - FanBeauty's overall gross merchandise volume (GMV) exceeded 1.1 billion yuan in 2023, positioning it as a prominent player in the beauty market [11][18] Marketing Tactics - The brand's marketing approach includes a mix of social media engagement, influencer partnerships, and direct sales through platforms like Xiaohongshu and Tmall [12][16] - FanBeauty has expanded its product line to include various skincare items, maintaining a focus on affordability to attract a younger demographic [18][19] - The brand's private domain operations have increased, with 20% of total GMV coming from private domain sales by the end of 2023 [23]