China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Max Factor, Shu Uemura, Cadillac, Agatha, L’Occitane, and Estée Lauder.

Max Factor

As China’s dangerous air pollution worsens, most urban citizens now don’t dare to walk out the doors without arming themselves with high-efficiency face masks covering two-third of their faces. American cosmetics house Max Factor has exploited the air pollution and to come up with a Sina Weibo campaign responding to a possible positive correlation between the use of face masks and eye makeup sales. In the campaign titled “Smog Busters”, the brand asks participants to upload photos of their “most creative or most beautiful ‘face mask makeup’ looks” for the chance to win eye makeup products from Max Factor and the opportunity to be in Marie Claire China. The brand also provides mascara must-haves for smoggy air on its page.

Max Factor


Shu Uemura

Japanese cosmetics house Shu Uemura has launched a Weibo and WeChat duo-platform campaign with a title that roughly translates to “Show Your Moods with a Thousand Eyeliner Looks”.  Now through April 3, participants are asked to scan the QR code to access to the campaign site, and upload, edit, and share photos. Those who collect five likes on Weibo are eligible for a free eye makeup container at a Shu Uemura store, those who collect 20 will have the chance to win Shu Uemura eye liners, and those who collect 50 will have the chance to meet the brand ambassador in person.

Shu Uemura


Cadillac

Following the recent “Show Your Love” campaign, this week American auto company Cadillac invites its fans to join a photo contest titled “Discover Spring on the Road” on WeChat and Sina Weibo. Now through March 16, participants who upload pictures related to the title will have to chance to have their pictures judged by renowned photographers and win gifts such as SRX Route 66 car plaques.

Cadillac


Agatha and L’Occitane

To celebrate the upcoming Women’s Day on March 8, French brands Agatha and L’Occitane collaboratively launched a campaign on Sina Weibo, asking their fans to share the gifts they received or their wish lists for Women’s Day to win gifts from the two brands.

Agatha


Estée Lauder

American skincare company Estée Lauder has been promoting their “Street Snaps under the Sun” offline campaign on Weibo. The brand invites its fans to participate in street snaps at designated locations to receive UV and skin whitening products. The campaign will take place in seven cities, and participants will have the chance to have their pictures featured on ELLE’s website.

Estee Lauder

 

 

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