The collaboration with KOLs isn’t new, but what’s was new for this campaign is the conscious move to work with ambassadors who challenge conventional views on femininity and masculinity, namely the collaboration with Dou Jing Tong. Her androgynous look was a risk for her career, and atypical for a beauty brand. Yet, in the end, not only did the limited bottles sell out in record time, her wide stance pose became an instant WeChat sensation with fans replicating her shot in many creative ways.