British fragrance brand Jo Malone London collaborated with top livestream team JoyX (喜悦X) on Douyin for an event dubbed Sweet Joyful Fragrance Night. The beach-themed session drew nearly 600,000 viewers and generated 1 million-2.5 million RMB ($140,000-$350,000) in GMV, topping Douyin’s beauty rankings. The event featured flashy effects, viral dances, and “like to unlock fragrance notes” interactions, departing from the brand’s refined presentation. While delivering strong sales and visibility, the initiative provoked sharp online criticism, with users accusing Jo Malone of undermining its high-end image. The controversy highlights luxury brands’ dilemma in China: preserve brand equity or adapt to livestream culture.