China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Boucheron, Tommy Hilfiger, L’Oréal, SK-II, and Glamour Sales.


In a new Hong Kong exhibit, French jewelry house Boucheron is displaying its Quatre line of rings and a series of new designs. Followers of the brand on Weibo who spread the message about the exhibition from May 15 to 18 stand to win a bottle of Boucheron perfume.


Tommy Hilfiger

Tommy Hilfiger is celebrating the spring and summer seasons by going nautical, and put out three distinctly Californian looks: “picturesque Monterey,” inspired by the sea, “diverse Palm Springs,” inspired by the desert, and “bright Santa Barbara,” inspired by the area’s colors. Fans who state their favorite look on Weibo by May 25 have the chance to win a free scarf with “vacation flair.”



To celebrate the recent International Nurses Day on May 12, L’Oréal promotes its “L’Oréal Protects Our Beauty” campaign. Fans who post a message with the hashtag “#L’OréalProtectsOurBeauty#” and the phrase “My biggest lip makeup problem is ___, and I hope L’Oréal will make me ___”  will be entered in a drawing for a tube of L’Oréal’s Satin lip gloss, which will be given to three winners.



For people who are puzzled over which eye-care products to use, SK-II is holding an event on May 16 with beauty expert Li Mingchuan, who will be available to give advice. Fans who spread word about the event could walk away with an SK-II Facial Treatment Essence.


Glamour Sales

Glamour Sales promotes beauty brand Imedeen’s natural anti-aging masks by inviting fans to post on Weibo with the message, “I want Imedeen’s anti-aging mask series” from May 13 to 20. Three fans will be rewarded with the Imedeen Classic anti-aging mask.