Background
Insight
I was on social media not researching, just scrolling. The bare-face aesthetic was everywhere. Women posting their skin with zero makeup, talking about looking effortless. 伪素颜 the fake no-makeup look was a genuine trend, not a niche one.
Then I looked at HFP's product again.
Whitening. Brightening. Light texture. Could double as a base layer.
This wasn't just sunscreen. This was the thing that lets you skip foundation entirely.
What I did
Repositioned the product: 素颜心机霜 the bare-face cheat code.
One product. Three jobs: sun protection, whitening, skin-tone evening. Wear it alone and look like you have great skin.
Ditched the studio shot entirely. Made a two-image collage deliberately asymmetric, deliberately rough. One close-up of real skin, no filter, no heavy production. One product shot. Copy: one direct line. Something like:
"Forgot to put on makeup. Wore this instead. Three people asked about my skincare routine."
Looked nothing like a skincare ad. Looked exactly like a social media post.
Also handled monthly product selection by seasonality and tracked competitor creative shifts every cycle.
Result
Scaled immediately. Strong CTR and conversion from launch.
Native format meant slower creative fatigue ran variations of the same concept all year.
¥10M (~$1.5M)+ annual spend
100% YoY ROAS growth
80% YoY spend growth
470% quarterly growthx
