China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through the end of the year, featuring Shiseido, ELLE, M.A.C, L’Occitane en Provence, Dunkin’ Donuts, and Cosmopolitan.


Leading Japanese skincare, makeup, and fragrance company Shiseido has launched a campaign on Weibo reflecting the sun protection and skin whitening craze that persists among Chinese consumers. The brand invites its fans to follow its official Weibo page (@SHISEIDO资生堂官方微博), answer what three Shiseido sun-protection products are appropriate for three different situations, and refer the campaign post with the hashtag “encounter sunlight, awaken fair skin” (Chinese: #邂逅无隙阳光,唤醒肌肤白皮书#) to three friends. Winning participants will be awarded products from Shiseido’s Urban Environment UV Protection line.


ELLE and M.A.C

ELLE, in partnership with Canadian professional cosmetics brand M.A.C, has launched a weekly campaign entitled “ELLE’s makeup room giveaway” (Chinese: #ELLE化妆室福袋时间#) on Weibo. From now through August 26, participants who follow ELLE’s makeup page (@ELLE化妆室) and M.A.C’s official page (@MAC魅可), share their tips for creating an“invisible makeup” look, and refer the post to three friends are eligible for a chance to win a tube of M.A.C Prep and Prime BB Cream (4 ml).  Those who share their trial experience are also eligible for an opportunity to win a prize valued at RMB 350 from M.A.C.


L’Occitane en Provence

Promoting its Lavender Pillow Mist, French skincare house L’Occitane en Provence has launched a campaign titled “irresistible sleepiness” (#挡不住的睡意#) on Weibo. Participants who post a picture of a “sleeping beauty” with the handle @普罗旺斯欧舒丹 will have the opportunity to win a surprise gift from L’Occitane.


Dunkin’ Donuts

Now through August 18, Dunkin’ Donuts China invites its fans in Shaanxi area to participate in a Weibo campaign titled “take a photo of our ad for a free coffee” (#拍广告,免费喝咖啡#).  Participants who snap a picture of the Dunkin’ Donuts’s ad at the Clocktower underpass in Shaanxi, post the picture with the handle @陕西唐恩都乐, and refer it to three friends will be awarded a free cup of joe at Dunkin’ Donuts’ Luomashi Store. Twenty cups of Americano will be given away each day.

dunkin' donuts


Celebrating its 20th birthday this year, women’s magazine Cosmopolitan has launched a monthly campaign throughout the year 2013. Each month before the 14th, Cosmopolitan’s fans can participate in the campaign for a chance to win prizes via one of the following two methods: follow Cosmopolitan’s official Weibo page (@时尚COSMO) and refer the campaign post to five friends, or snap a picture of themselves standing in front of any city’s landmark holding the campaign poster from the magazine and upload the photo hashtagged “#Travel around the world with Cosmo# I am at ___ with Cosmo. Happy 20th birthday to Cosmo!” (Chinese: #我&COSMO走遍全世界#我来自xx,我&COSMO在xx,祝COSMO20岁生日快乐!), with the handle @时尚COSMO and refer the post to three friends.