Lancôme has teamed up with Publicis Worldwide’s agency 133SH to roll out a two-pronged integrated campaign in China to engage with the younger generation.
The campaign is customised for its skincare product Advanced Génifique Youth Activating Serum in China, with a digital component to increase brand awareness.
Known as “little black bottle” (小黑瓶) in China, the product claims to address three common skin problems among Chinese females; dryness, roughness and fine lines.
With engaging young consumers being another key objective of the campaign, 133SH customised a local campaign by getting international fashion blogger Jean Wang to reinforce the product benefits which targets audiences between the ages of 18-25.
In collaboration with Publicis Groupe’s PR network MSLGROUP, 133SH devised a social campaign featuring Wang in three videos to disclose her beauty secret weapon, Lancôme Génifique, as a fashion blogger. To better engage social-savvy target consumers, the videos are promoted on WeChat Moments, the H5 campaign page, as well as the social media outlets of Lancôme and Jean.
“The close collaboration among Publicis Groupe agencies have allowed us to provide Lancôme with integrated and influential communication work,” said Caroline Grout de Beaufort, executive creative director and Jeanne Guillet, executive director of 133SH.
Caroline Grout de Beaufort, executive creative director
Henry Kwok, creative director
Zoe Yu, associate creative director
Johnny Lu, senior art director
Jeanne Guillet, executive director
Johanna Valade, group account director
Tracy Lin, associate account director
Elynn Gan, TV producer
Director: Jaco Zhang