Recently, the term “Economic Boom Beauty” (经济上行的美) has gone viral on RedNote (Xiaohongshu), sparking a wave of collective nostalgia. This trend represents more than just a retro revival—it reflects a deeper emotional compensation in today’s socio-cultural climate.
From fashion throwbacks to content expression, how is this trend manifesting on RedNote? And how are brands leveraging it to capture new consumer opportunities?
Trend Spotlight: The Return of Bold & Glamorous Aesthetics
According to data, the hashtag #经济上行的美 #economic boom beauty garnered 19M+ views in July alone, with estimated engagement surging by 610%+. Iconic Y2K trends like animal prints, sequins, and low-rise jeans are making a comeback, alongside:
- High-saturation colors (think Dior’s iconic Rouge 999 lipstick)
- Oversized logos and maximalist branding
- Daring textures: metallic finishes, glitter, and glossy accents
Brand Case Study: Estée Lauder x @李蠕蠕
Estée Lauder partnered with influencer @李蠕蠕 (Li Ruru) to create a viral video: "Beauty in Economic Boom: A Global Retrospective." The content showcased fashion trends from different countries during their economic peaks, cleverly tying it to the product’s "anti-aging glow" messaging—emphasizing a "vibrant, thriving beauty." The post achieved 208K+ likes, 20% above the influencer’s average engagement.
(screenshot of Li Ruru’s content on RedNote)
Why This Trend Resonates Now?
This isn’t just about nostalgia. It’s a subconscious emotional response to today’s era of "lying flat" (躺平) and low-consumption mentalities. Consumers are drawn to the bold, optimistic symbols of past boom times—a reflection of:
- Longing for the "golden era" where hard work and dreams visibly paid off.
- Craving unapologetic self-expression (e.g., bold eyeshadow palettes) to break free from today’s minimalist/neutral beauty standards.
As we head into fall/winter, how will this trend evolve in China’s market? Stay tuned for RedderUp’s insights on emerging shifts and follow us for the latest updates.
Source: Jing Daily, Qian Gua