China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through September 30, featuring Max Factor, BMW, Guerlain, Clinique, and Lancôme.

Max Factor

American cosmetics company Max Factor has launched a campaign titled “Max Factor’s Makeup Mobile Classroom” (Max Factor彩妝教室大巴車), featuring “makeup buses” in China’s first-tier cities: Beijing, Shanghai, and Guangzhou. Now through September 15, those who wish to win a free makeup session by a professional makeup artist are asked to follow Max Factor (@Max Factor蜜丝佛陀) and either register in advance on the campaign mini-site on Weibo, or register in person after sharing a picture of the “makeup bus” on Weibo and purchasing a Max Factor Ageless Elixir 2-in-1 Foundation.

Max Factor


BMW

Promoting a collaboration with Japanese pop artist Takashi Murakami and the artist’s upcoming art salon at BMW Shanghai Experience Centre, BMW has launched a campaign on Weibo. Participants who refer the campaign post to three friends will have the chance to win a “Murakami and Warhol gift set”; those who show up at the salon will be given an auto poster designed by Murakami.

BMW


Guerlain

French luxury cosmetics house Guerlain has introduced a campaign titled “Beautiful women from a 45° angle” (做仰角四十五度美女) in celebration of its launch of the new Abeille Royale anti-aging serum. Participants are asked to submit a self-photo from a high angle (45°) on Weibo and answer questions for a chance to win a seven-day trial of the Abeille Royale serum.

Guerlain


Clinique

Two months after launching the new Dramatically Different Moisturizing Lotion, skincare and cosmetics company Clinique has sought out counterfeit protection because of serious counterfeit problems in China. The company has launched a campaign on a Taobao’s “group” (帮派) titled “Exchange Fake Ones with Real Ones” (以假换真) to combat with counterfeit products. Now through September 12, consumers who believe the Dramatically Different Moisturizing Lotion they purchased is not authentic are asked to submit a photo of the product and reasons of doubt. Clinique will examine all photos, and 30 participants who are likely to have bought a counterfeit product will receive a new, authentic bottle of lotion from the company.

Clinique


Lancôme

French luxury cosmetics house Lancôme has launched a campaign to promote its new anti-aging product, Rénergie Multi-Lift. Now through September 30, those who follow Lancôme on Weibo (@兰蔻LANCOME) and refer the post to three friends will have the opportunity to win the product.

Lancome

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