Over the past six months, Cailuhua's "University in the Palm" campus promotion initiative has reached more than ten universities across China, deeply integrating the skincare experience of its Green Fairyland line, regional culture and the youthful needs of Gen Z, and sparking a consumption boom that blends practicality with emotional value on campus. From the "Ingredient Breakdown" interactive experience themed around Green Fairyland at Zhejiang Gongshang University to the immersive urban culture exhibition at Guangzhou University, this roadshow has broken the traditional one-way marketing model. Adopting a brand stance of "mutual engagement", it has accurately addressed students' core skincare pain points and forged a deep bond between Green Fairyland and youthful campus scenarios through innovative activities tailored to campus life.
Student-Centric: From Participants to Brand Co-Creation Partners
The core logic of this roadshow is to fully devolve the initiative of the events to student groups. University societies at Zhejiang Gongshang University took an in-depth part in the design and setup of exhibition areas, organically integrating campus cultural IPs with the layout of the Green Fairyland exhibition zone and successfully creating an exclusive campus check-in landmark. Students at Xi'an University of Finance and Economics voluntarily formed an "Ingredient Popularization Team", interpreting the core product strengths of Green Fairyland from a professional perspective. Student volunteers at Shandong Normal University acted as "Product Experience Ambassadors", sharing their authentic usage experiences of the Green Fairyland Pineapple Hydrating & Moisturizing Mask on site—including its effects in exfoliation, brightening skin tone, soothing and moisturizing—and conveying product value through personal stories. As students transformed from passive onlookers into brand co-creation partners, promotional efforts naturally evolved into spontaneous word-of-mouth communication. Many students who initially joined out of curiosity were ultimately impressed by the texture of Green Fairyland products and the genuine sharing of their peers, achieving a profound transition from experience seekers to repeat customers.
Long-Term Engagement: From Campus Scenarios to Sustained Brand Companionship
The core value of this six-month roadshow extends far beyond a one-time sales boost; it lies more in forging a lasting emotional connection between Green Fairyland and the younger generation. We not only provided students with instant skincare solutions from the Green Fairyland line at roadshow venues, but also continued to listen to their needs and suggestions through mechanisms such as building campus fan communities and establishing a closed-loop feedback system for Green Fairyland products. In response to students' demands for enhanced portability, we have completed the packaging iteration of some Green Fairyland products; based on usage feedback from students with sensitive skin, we are further upgrading the soothing formulas of Green Fairyland products. From the "Ingredient Breakdown" interaction at Zhejiang Gongshang University to the after-sun repair experience at Jiangxi University of Science and Technology, every event has imprinted youthful memories in students' minds, making them naturally associate the Green Fairyland brand experience with daily campus scenarios—such as hydrating skin after military training, repairing skin damage from all-nighters for exams, and matching skincare with daily makeup.
Beyond Sales: Making the Brand a Mark of Youthful Growth
Cailuhua's "University in the Palm" initiative has always adhered to the concept of "long-term dialogue", refusing to limit campus promotion to mere sales of Green Fairyland products. Instead, with youthful scenarios as the carrier, the natural plant extracts of Green Fairyland as the core, and student co-creation as the approach, it has achieved the deep integration of Green Fairyland with college students' daily skincare and social life. This roadshow has fully proven that to resonate with Gen Z, brands must not only accurately address their pain points but also deeply align with their value pursuits. Going forward, Cailuhua will continue to deepen its layout in campus scenarios, iterate and upgrade Green Fairyland products and interactive activities to better meet students' needs, and expand into more universities. We aim to make Green Fairyland a long-term skincare companion for young people as they move from campus to society, turn every consumption experience into a warm memory of youth, and continuously deepen the emotional resonance between the brand and the younger generation.