SHANGHAI – In partnership with Publicis Worldwide’s luxury agency 133SH, Lancôme rolled out a two-pronged integrated campaign in China to celebrate its number one leading Advanced Génifique Youth Activating Serum for younger-looking skin. In addition to the global “Love Your Age” campaign starring Hollywood stars, 133SH also customized a China-specific “When Lancôme Génifique Becomes a Fashion Icon” digital component to arouse awareness and engage with the younger generation.
Known as Little Black Bottle, Génifique addresses three common skin problems among Chinese females i.e. dryness, roughness, and fine lines, where its superior product benefits has made it the top SKU in China’s skincare market. To continue to celebrate women and their accomplishments, Lancôme brought the international “Love Your Age” campaign starring Kate Winslet, Lily Collins, and Penelope Cruz to China. To offer consumers a multi-screen experience, the TV commercials are synchronized with in-store, outdoor, online, social, and displays across China.
With engaging young consumers being another key objective of the campaign, 133SH customized a local campaign by engaging international fashion blogger Jean Wang to reinforce the products benefits and celebrate the “always ready, radiant, and confident to accomplish anything” spirit with target audiences aged 18-25. Collaborated closely with MSLGROUP, 133SH devised a social campaign featuring Jean 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, H5 campaign page, as well as social media outlets of Lancôme and Jean.
Caroline Grout de Beaufort, Executive Creative Director and Jeanne Guillet, Executive Director of 133SH commented, “With a strong Parisian heritage, 133SH combines French know-how with strong local insights to leading premium brands in China. The ‘When Lancôme Génifique Becomes a Fashion Icon’ component added strong local relevance to the overall ‘Love Your Age’ campaign which has successfully created strong social buzz and helped Lancôme Génifique build a premium, modern and chic image among young consumers in China. It is also worth mentioning that this time we partnered with MSLGROUP, Publicis Groupe’s PR network, on this campaign. The close collaboration among Publicis Groupe agencies have allowed us to provide Lancôme with integrated and influential communication work.”
Part of Publicis Worldwide, 133SH classifies itself as the expert agency in the deployment of luxury and premium brands in China. Established in China, 133SH has best-in-class experts and strategists spanning planning, creative, digital, design, and production.
