Lancôme launched the Le French Chic campaign on Sina Weibo this month, promoting an effortless approach to Beauty French women are known for. The campaign promoted a line of eyeshadows and a series of makeup looks easy enough for the Beauty amateur. The event kicked off with pink Le French Chic-themed buses circling downtown Shanghai, where makeup artists demonstrated their techniques for achieving the looks. Lancôme also hosted a celebrity-filled party on the evening of April 28 at the Nanjingxilu Rui’ou department store.
On Sina Weibo, Lancôme tapped low-key, local celebrities. Zhou Bichang, an actress and singer who got her start on Super Girl Competition (the Chinese equivalent of American Idol) was the star . She presented a makeup tutorial with the brand’s blue eyeshadow (part of the Le French Chic look) and asked fans to post pictures same look on Sina Weibo before May 11. Bichang’s contestant roots make her more relatable, and therefore fitting for the amateur and low-key Beauty theme. Lancôme also created a few videos featuring Sina Weibo influencers, once again promoting an every day Beauty philosophy and ease of product use.
The results of Le French Chic are yet to be seen, but it is likely to be successful given Lancôme’s track record. The brand’s previous China campaign, Happy Lancôme New Year was featured as a Flash of Genius in our Digital IQ Index: Beauty |China. The video was viewed 586,000 times on Youku, and the hashtag #Happy Lancôme New Year# was mentioned 688,000 times on Sina Weibo.
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