LACELLE launches new brand campaign to reconnect with Gen Z

Cosmetic lens brand LACELLE has launched a new brand campaign to reconnect with Gen Z. Together with the introduction of the new product series – LACELLE ICONIC, the brand has tapped into roller skating and dominated the rink Bun's 2020 to create a unique brand experience.

Within the campaign, LACELLE turns the regular roller experience into a journey for GenZ to rediscover their own value. From the rink entry to the main playground, there are full of Instagram-able decorations including branded neon lights, projections, mirror and more. Besides, there are different inspirational quotes along the way to inspire GenZ to express their own attitude. All customers can upload a photo to their social media to enjoy an on-site beverage coupon offered by the brand.

Within just few days the campaign launched, it has already generated numerous organic social sharing from GenZ. Besides the domination, LACELLE has collaborated with YouTube channel Pomato for a series of promotion to further engage with GenZ. The campaign aims to have reach more than 500,000 GenZ in total physical traffic and digital channel.

In terms of marketing strategies, LACELLE has adopted an experiential approach to hook GENZ. Moreover, LACELLE would like to amplify it by exposing the brand awareness to Gen-Z specific touchpoints. The campaign will be promoted via pop-up store at the roller-skating rink Buns2020 and social media platforms of Pomato.

“LACELLE believes beauty has no defined forms, everyone deserves their idiosyncrasies. To deliver this brand message in a unique way, we adopted an experiential approach to hook our target audience. That’s why we developed our new creative platform 'Be My Own Icon' that enables Gen-Z to start exploring the diversity of beauty with LACELLE. We would like to amplify it by exposing our brand awareness to Gen-Z specific touchpoints, that’s the core strategic reason we partnered with Bun’s 2020!” said Alman Tang, marketing manager of Vision Care of Bausch + Lomb HK.

“Roller-skating is a very challenging activity trending among Gen-Z lately. That why it is the perfect device for us to facilitate them to discover their own possibilities, which echoes to the brand attitude.” said Joe Ng, creative partner of Frengers Communications.

“Roller-skating is growing as a sport in Hong Kong, our goal is promoting roller sports to more people. Bun’s 2020 is an energetic brand with great vibes. We want our students enjoy rolling & develop their own skating character. By collaborating with LACELLE, a brand that shares same values with us. Having shared values reminds us to celebrate progress as well as outcomes. The brand elements of LACELLE are naturally merged into Bun’s 2020. We hope that by combining LACELLE & Bun’s 2020, can bring our guests / students a new iconic experience,” said the spokesperson of Bun’s 2020.

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