Encouraged by the rapid (7%) growth of men’s Skin Care market in 2013, Beauty brands have come up with creative campaigns for men’s products. L’Oréal Paris launched a campaign around a debate about whether men should wear BB cream to promote its new product. Nivea partnered with Sina Weibo influencers to promote its men’s skincare line.
Laneige offered a twist by marketing its men’s Skin Care products to women interested in transforming their boyfriends. Partnering with Korean superstar known for flawless skin Song Joong-Ki Laneige produced a tongue-in-cheek “heartthrob tutorial” video for Youku and ran user-generated photo contest with the hashtag #Turn Your Man Into a Heartthrob#. A “Heartthrob Index Test” on Sina Weibo helped participants rank entries, and those who scored high could win samples of Laneige products. 25,000 women submitted photos of their partners for the campaign, which was featured as a Flash of Genius in our Digital IQ Index: Beauty | China report.