May 20, known as “520” in China, sounds similar to “I love you” (我爱你) in Mandarin and is widely celebrated as an unofficial Valentine’s Day. To mark the occasion, Florasis launched a new lipstick collection inspired by the symbolic “lovers’ lock,” incorporating the Bingdi lotus—a rare lotus that grows in pairs on a single stalk, often seen as a symbol of deep romantic devotion—and other classic Chinese love stories.
Actor Gu Zicheng joined the campaign as the official “520 Ambassador.” He appeared on the livestream on JD.com to introduce the new products, demonstrate makeup looks, and give away packages signed by him. The campaign also includes fan meet-and-greets in 17 cities across the country. Customers who purchase from the 520 collection can collect “love points” to unlock exclusive interactions with Gu, such as taking a photo together or watching him sing live without instruments.
Offline, Florasis launched a “lovers’ lock” themed cruise bus around West Lake’s four famous romantic landmarks. Riders can take part in scratch card giveaways, meet characters from Chinese love legends like Madam White Snake, win souvenir bus ticket, and try out the latest lipstick shades.
This 520, Florasis continues to build its romantic oriental brand image by blending traditional Chinese culture with the spirit of modern love, turning the festival into a powerful moment to connect with consumers.