China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through October 31, featuring Sisley, Zegna, De Beers, Femina, Runtastic, and Shu Uemura.

Sisley

Alexandre Colaianni, international makeup artist of skincare and cosmetics house Sisley, is visiting China this fall and will be touring the country, giving makeup demonstrations and personalized makeup sessions. To promote the “City Muse Golden Fall Tour”, Sisley has launched a campaign on WeChat. Now through October 18, those who share the campaign message through group chats and send the screenshots to Sisley’s official WeChat account will have the chance to win a bottle of makeup remover.

Sisley


Zegna

Italian luxury fashion house Ermenegildo Zegna has launched a campaign on Weibo featuring its Bluetooth-enabled “Icon Jacket”.  Zegna invites his fans to share pictures of their belongings which combine style with technology with the hashtag “#My Style and Technology Icon#” (Chinese: #我的时尚科技Icon#) before October 20 for a chance to win a limited-version iPad protective cover from Zegna.

Zegna


De Beers

The world’s leading diamond company recently launched a campaign on Weibo reminiscing on the history of diamonds. The brand asked its fans to answer “which year it was” when huge diamond deposits was discovered in South Africa, as the Brazilian diamond mines were depleted at the time. Participants were asked to refer the post and answer “the sum of the four digits” for an opportunity to win gifts from De Beers. The answer “21” (for the year 1886) was announced and one winner was chosen on October 14.

DeBeers


Femina and Runtastic

To celebrate the collaboration with Runtastic, a fitness apps company, Chinese women’s magazine Femina has launched a campaign titled “I’m stylish; I work out” (Chinese: 我时尚,我运动) on Weibo. From October 18 to 31, participants are asked to download Runtastic’s app and share each day’s workout for a chance win gifts.

Femina


Shu Uemura

Japanese cosmetics house Shu Uemura has launched a campaign on Weibo titled “Capturing Your Glowing Makeup Look” (Chinese: 光感拍拍妆) to promote its Light Bulb Fluid Foundation. The brand invites its fans to share photos of their glowing look after using Light Bulb. Now through October 22, those who refer the post to friends and share their photos on Weibo will have the chance to win exclusive gifts.

Shu Uemura

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