China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through June 23, featuring L’Oreal Paris, Calvin Klein, Coach, Sephora, and Lancôme.


To celebrate this week’s release of its new Extraordinary Hair Oil, L’Oreal Paris has launched a campaign on Weibo. Since its start on June 15, participants who follow L’Oreal’s Weibo page (巴黎欧莱雅) and retweet the campaign post will win the chance to try the advanced hair treatment product. Fifty participants will be drawn to “experience the healthy shine given by the Extraordinary Oil.”


Calvin Klein

Leading fashion label Calvin Klein (凯文克莱) has come up with a Weibo campaign featuring its aquatic floral fragrance, Eternity Aqua. Participants are asked to follow Calvin Klein’s Weibo page, try the fragrance at any store, and share how much they like the product with the hashtag #Eternity Aqua永恒之水# on Weibo.  Each of the top five participants whose post is retweeted and commented upon the most will be awarded a fragrance duo of Eternity Aqua for men and women.


American leather goods company Coach (寇驰) has launched a campaign entitled “Create and Win the New Yorker’s Look” (“打造紐約范ㄦ,Total Look送給你”) on their official Chinese website. Chinese celebrities Zoe He, Zhu Zhu, Linda, and Liu Liyang were styled with clothing, accessories, and handbags from Coach that showed their unique fashion attitudes and tastes. Participants are asked to choose four fashion items from Coach, create a “perfect New Yorker’s look,” and share them online. The top four participants with most votes will bring home all items from their total look for free.



Sephora (丝芙兰) has launched a giveaway on their official Chinese website.  From now through June 20, participants can register and apply on the official website for the chance to win a free 3.5 g Dior Addict lip gloss valued at 290 yuan.  Thirty winners will be announced during the campaign period.



Skincare and cosmetics house Lancôme (兰蔻) has launched a campaign on Weibo to celebrate summer’s approach. From now through June 30, participants who follow Lancôme and refer the hashtag #兰蔻关注有礼# to three friends will have the opportunity to win a bottle of Lancôme Mat Miracle 24-Hour Foundation. Three gifts will be awarded.