Global audiences turn to Chinese social media for blunt beauty advice
People are flocking to Chinese platform Xiaohongshu for honest feedback on their physical appearance. After advice seekers post selfies with the words 听劝 (ting quan, or ‘listen to advice’), other users share their input, such as ‘make your eyebrows and hair the same color.’ International users have signed up to Xiaohongshu in droves, and the #tingquan hashtag has garnered over 500 million views.
In Asia, when it comes to looks, many people still hold on to rigid beauty standards; for Chinese consumers entrenched in ‘face’ culture, presenting the best version of yourself is viewed as a matter of self-respect. So, giving blunt yet constructive grooming and styling advice is considered helpful, not offensive. Consumers know when other people (and brands!) sugarcoat the truth. Could a dose of helpful yet unreserved candor be a refreshing way for your brand to connect with new and existing audiences…?