China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through July 26, featuring YSL, Sisley, BMW, ELLE, For Beloved One, and Lacoste.

Yves Saint Laurent (YSL)

French luxury fashion house YSL invites its Weibo fans to its flagship at Shanghai Isetan department store for a free makeup session featuring YSL’s Forever Youth Liberator Serum, Le Teint Touche Éclat foundation, Rouge Pur Couture Vernis à Lèvres Glossy Stain, and Touche Éclat. The session, valued at RMB 580, will be done by a makeup artist from Studio Lumière. Participants are asked to send a Weibo message (@YSL圣罗兰) to set up an appointment from July 19 to 21.

YSL


Sisley

French premier fashion and beauty company Sisley has launched a digital marketing campaign on Weibo titled “Choosing the Queen of Masks” (#倾心之选•我的面膜Queen#), featuring its facial mask line. Now through July 15, participants are invited to follow Sisley’s page (@sisley法国希思黎), vote for their favorite masks, and refer the page to friends on Weibo for a chance to win a Black Rose Cream Mask. The brand is giving away ten items.

Sisley


BMW

Leading German automobile company BMW has launched a campaign featuring its sponsorship of Chinese rock musician Xu Wei, who kicks off the Guangzhou leg of his China tour on July 20. Participants who refer the campaign post and share their experience of hearing a Xu Wei song for the first time a well as their “ideal life of freedom” with the hashtag “The New BMW X1, for a life full of possibilities” (#新BMW X1 行由我 悦随心#) and BMW’s handle (@宝马中国) will be entered in a giveaway to win a pair of free tickets to the concert at Guangzhou Gymnasium.

BMW


ELLE and For Beloved One

ELLE China invites its Weibo fans to follow its beauty page (@ELLE化妆室) and leading cosmeceutical skincare brand For Beloved One’s page (@宠爱之名官方微博). Now through 8:00 p.m. on July 26, participants who follow the pages, refer the campaign post to three friends, and share their de-aging skincare tips will have the chance to win a free sample of For Beloved One Extreme Hydration Cream (5 ml).  Participants who share their trial experience will have the opportunity to win a jar of 50-ml For Beloved One Extreme Hydration Cream.

For Beloved One


Lacoste

To celebrate midsummer, French apparel company Lacoste has launched a campaign titled “Lacoste’s Rainbow Summer” (#LACOSTE 彩虹盛夏#) featuring its polo shirts in different shades of colors.  Now through July 17, participants who follow Lacoste’s Weibo page (@Lacoste), share a photo of their Lacoste polo shirts, and refer the page to three friends will have the opportunity to win a pair of sunglasses from Lacoste.  Only one winner will be selected.

Lacoste

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