Watsons Fan Beauty Diary Grand Launch
Watsons Malaysia × Fan Beauty Diary
Amplifying a Celebrity Product Launch Through KOL Marketing
Campaign Overview
Client | Watsons Malaysia |
Brand | Fan Beauty Diary |
Industry | Beauty & Skincare |
Campaign | Watsons Fan Beauty Diary Grand Launch |
Campaign Period | August 2025 |
Services | KOL Marketing |
Platforms | Instagram, TikTok & XiaoHongShu |
Total Creators | 50 |
Total Content | 58 |
The Challenge
Fan Beauty Diary officially launched its skincare range in Malaysia with an exclusive launch event featuring international celebrity Fan Bing Bing.
While the celebrity appearance created excitement, the challenge was to extend that momentum beyond the event itself. The campaign needed to reach beauty enthusiasts who were unable to attend while introducing multiple products with different skincare benefits in a way that felt authentic and relatable.
Rather than relying solely on event coverage, the campaign aimed to transform the product launch into creator-led content that continued generating awareness long after the event had ended
Our Strategy
To maximise awareness across different beauty communities, Noice activated 50 creators across Instagram, TikTok, and Xiaohongshu, combining event coverage with authentic product experiences.
Creators attended the launch event at Watsons Pink, Sunway Pyramid and Watsons TRX, where they captured exclusive moments including Fan Bing Bing’s appearance, the official product launch, and the in-store experience.
Following the event, creators continued the campaign by incorporating the products into their skincare routines, sharing honest first impressions, favourite products, and key product benefits. This combination of event excitement and post-event product reviews allowed audiences to discover both the brand and the products through trusted creator recommendations.
Our Role
Noice managed the campaign from end to end, including:
- Creator strategy and selection
- Beauty creator sourcing
- Event coordination
- Creator attendance management
- Campaign briefing
- Content review & approvals
- Timeline management
- Campaign reporting
Campaign Execution
The campaign brought together 50 beauty and lifestyle creators to amplify the Fan Beauty Diary Grand Launch across multiple social platforms.
Creators attended the launch events at:
📍 Watsons Pink, Sunway Pyramid
📍 Watsons TRX
where they documented exclusive launch moments before creating follow-up content featuring the products in their everyday skincare routines.
Deliverables
50 Beauty and Lifestyle Content Creators
Creator Attendance
- Watsons Pink, Sunway Pyramid
- Watsons TRX
Content Deliverables
- 23 IG Reels / Carousels
- 19 XiaoHongShu Videos / Carousels
- 8 IG Reels (Synced to TikTok) / Carousel
Total Creator Content:
58 pieces of creator content across three platforms.
Content Focus
Creators were guided to capture both the excitement of the launch event and the benefits of the products through authentic beauty content.
Event Highlights (60%)
Creators showcased:
✨ Fan Bing Bing’s stage appearance
🎤 Product launch ceremony
🛍️ Fan Beauty Diary product displays at Watsons
🎁 Exclusive PR kits
📸 Event atmosphere and creator experience
Product Experience (40%)
Following the launch, creators demonstrated the products through their own skincare routines by sharing:
- Product demonstrations
- First impressions
- Favourite products
- Product benefits and key ingredients
- Personal feedback
- Where consumers could purchase the products
This combination helped bridge the excitement of the launch event with real product experiences that audiences could relate to.
Featured Creator Content
Explore how beauty creators documented the Fan Beauty Diary launch through event coverage, product demonstrations, and authentic skincare experiences.
XHS @绮🖤
📍 Beauty and Lifestyle Content
👥 Followers: 4.739
👀 Views: 4,731
❤️ Total Interaction: 128
Creator Credit: XHS @绮🖤
Campaign: Watsons Fan Beauty Diary Grand Launch
XHS @Catherineebaebae
📍 Beauty and Lifestyle Content
👥 Followers: 3,232
👀 Views: 9,894
❤️ Total Interaction: 102
Creator Credit: XHS @Catherineebaebae
Campaign: Watsons Fan Beauty Diary Grand Launch
IG @itzclaricee
📍 Beauty and Lifestyle Content
👥 Followers: 4,723
👀 Views: 8,382
❤️ Total Interaction: 512
Creator Credit: IG @itzclaricee
Campaign: Watsons Fan Beauty Diary Grand Launch
IG @amberchai
📍 Beauty and Lifestyle Content
👥 Followers: 3,887
👀 Views: 9256
❤️ Total Interaction: 146
Creator Credit: IG @amberchai
Campaign: Watsons Fan Beauty Diary Grand Launch
TikTok @h0lynees
📍 Beauty and Lifestle Content
👥 Followers: 1,917
👀 Views: 2,022
❤️ Total Interaction: 54
Creator Credit: TikTok @h0lynees
Campaign: Watsons Fan Beauty Diary Grand Launch
IG @sin.ching
📍 Beauty and Lifestle Content
👥 Followers: 4,667
👀 Views: 11,503
❤️ Total Interaction: 210
Creator Credit: IG @sin.ching
Campaign: Watsons Fan Beauty Diary Grand Launch
Campaign Performance
Metric | Result |
Total Creators | 50 |
Total Followers | 456,867 |
Total Content | 58 |
Total Reach | 203,847 |
Total Actions | 9,193 |
Engagement Rate | 2.01% |
Reach Rate | 44.62% |
Cost per Reach | RM0.10 |
Campaign Highlights
✅ 50 creators activated across three social platforms
✅ Simultaneous creator attendance across two launch locations
✅ Creator content successfully extended campaign visibility beyond the launch event
Why This Campaign Worked
A successful product launch doesn’t end when the event is over.
While celebrity appearances generate immediate attention, creator content helps sustain awareness by allowing audiences to experience the launch through authentic perspectives.
By combining exclusive event coverage with genuine product experiences, the campaign created multiple opportunities for consumers to discover Fan Beauty Diary, from seeing Fan Bing Bing unveil the products to watching creators incorporate them into their daily skincare routines.
This approach transformed a single launch event into a continuous stream of creator-led content, extending the campaign’s visibility across Instagram, TikTok, and XiaoHongShu.
Ready to Launch Your Next Beauty Product?
Whether you’re launching a new product, hosting a brand activation, or introducing an international brand to the Malaysian market, Noice Co helps brands connect with creators who turn product launches into conversations.
From creator selection and event coordination to multi-platform campaign execution, we help brands generate awareness that continues well beyond launch day.
Let’s create your next successful product launch together.