Content-Led Commerce · Brand Storytelling · Live Streaming
A heritage skincare brand, restaged as palace drama — and turned into a livestream the industry kept referencing.
The Brief
Herborist carried 22 years of genuine heritage in traditional Chinese herbal skincare, but to a younger audience it still read as “your mother’s skincare.” The task wasn’t another flash-sale livestream that competes on price — it was to make a legacy house feel like something worth tuning in for.
The Move
Instead of hosts reciting specs, the livestream became a scene — set, costume, and narrative beats lifted from the Yanxi Palace world, where each product entered like a character. Commerce was choreographed as story, so audiences stayed for the drama and converted inside it.
How it worked
I owned concept and visual direction that kept the drama on-brand. The format closed the gap between “content” and “sell”: a costumed two-hander in a full palace set, products staged on the table like props, and a run-of-show that timed each reveal to a story beat — all wrapped in on-screen trust cues (Official store · Nationwide free shipping · Allergy returns) so entertainment never undercut credibility.
Impact
Proof that heritage doesn’t need discounting — it needs a story. The run became a reference point for content-led livestream commerce in beauty.
Credit