HONG KONG – OgilvyOne Hong Kong has recently launched a new digital competition for the Swiss beauty and skincare brand la prairie, called ‘timeless beauty moments.’ The competition celebrates the release of la prairie’s new cellular swiss ice crystal collection, one of its most innovative creations, which the brand has spent 10 years developing, OgilvyOne Hong Kong said in a press release.
The quest for timeless beauty is an integral part of la prairie’s brand heritage. To cater towards a new younger audience target audience, a user-generated competition was conceived. Users are encouraged to submit their most perfect timeless beauty moment, upload and share it on their Facebook newsfeed (via the microsite) for a chance to win prizes. They can ask friends to help ‘like’ and share their submissions. Entrants can draw inspiration from a beautifully curated inspiration gallery of images as well as testimonial videos from Key Opinion Leaders (KOLs) on the microsite.
To help drive excitement, the first 100 photos submitted will receive a luxurious hand massage and a personalised cellular ice crystal sample. The 10 photos that receive the highest total number of likes will become finalists and be entered to win the grand prize: a trip for two to Switzerland. la prairie will select the grand prize winner and the nine remaining finalists will receive the cellular ice crystal collection worth HK$20,000.
“Hong Kong consumers are well-educated when it comes to skincare and beauty brands,” said Nicoletta Stefanidou, Creative Director at OglivyOne Hong Kong. “la prairie exudes luxury and is set to become one of the most popular brands among young people here, much like it is in Europe. With the competition, la prairie is putting its best face forward to greet a new pool of sophisticated consumers.”
The competition will run for three weeks, supported by Facebook advertising and print media advertorials. The cellular ice crystal competition will also be part of la prairie’s brand exhibition “Timeless Beauty Exhibit” with KOL photos revealed at Pacific Place from February 26 to March 12, 2014.
