Can beauty brands capitalize on Euphoria’s popularity in China?

What happened: HBO’s hit series Euphoria returned for its second season in January after a wait of almost two and a half years. The television series, created by Sam Levinson, explores the life of Generation Z by following the romantic relationships and friendships of a group of high school students in a world of drugs, sex, trauma and addiction.

Even though the show doesn’t have an official broadcast channel in China (obsessed viewers watch it via VPN), the second season had strong engagement on Chinese social platforms. The #EuphoriaComeback hashtag garnered 256 million views and 270,000 comments on Weibo. Additionally, some fans made short videos sharing the TV drama via Douyin, which has garnered over 770 million views so far.

The Jing plug: In addition to its dramatic storylines, the popularity of Euphoria opened up a unique opportunity in the make-up market, mainly inspired by Euphoriathe main character of Jules (a transgender teenager played by Hunter Schafer). She captured the hearts of Gen Z in the mainland with a unique makeup style that usually uses glitter, sequins, sharp eyeliner and colorful eyeshadow.

Imitating the different looks from the series has already become a beauty trend on the internet. More importantly, discussing the look has been a great strategy for KOLs to get more traffic. “No matter the party, Euphoria makeup can make me a queen, especially at a Halloween party,” @秦碧凤 said on Xiaohongshu in a video that received 13,000 likes.

Xiaohongshu user @秦碧凤 shares Euphoria-inspired makeup looks. Photo: Screenshots

Meanwhile, several beauty bloggers shared tutorials and showcased several beauty products to followers, including Girlcult and Colourpop eyeshadow palettes and MAC eyeshadow powder. Meanwhile, many Tmall merchants also used the look to sell glitter makeup products. So far, the #EuphoriaMakeup hashtag already has 320 million and 112 million views on Douyin and Xiaohongshu, respectively.

The State Food and Drug Administration has revealed that China has become the second largest beauty market in the world in 2020. Considering the huge Chinese market, releasing relevant products in conjunction with TV shows is not not new; last year, the popular Netflix TV series Emily in Paris collaborated with Lancôme to launch a beauty line, Lancôme Emily in Paris Palette. Today, as Chinese fans become increasingly obsessed with EuphoriaThe styling and makeup of , collaborative beauty launches with the show would be a smart move in China — and beyond.

The Jing Plug reports on major news and presents our editorial team’s analysis of the main implications for the luxury industry. In the recurring column, we analyze everything from product declines and mergers to heated debates popping up on Chinese social media.

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