China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Lancôme, Jaeger-LeCoultre, Olay, Farfetch, and Tissot.


French beauty brand Lancôme tempts its followers with a quiz on Weibo to win a Visionnaire skin corrector travel set. From the period of May 19-25, fans have to answer the following question to be entered to win: “During Lancôme’s Members’ Event, if one buys a 1,250-yuan and a 6,875-yuan product separately, how many reward points would be earned?”



To promote its new series in its Master and Reverso collections that will be unveiled at the 17th Shanghai International Film Festival, Swiss watchmaker Jaeger-LeCoultre is sponsoring a six-week guessing-game contest on Weibo that stretches until June 11. Participants who submit the correct answers will be entered to win two tickets to exclusive screenings at the festival that will be rewarded to one winner each week.



Skincare brand Olay lets fans pretend to be the director of the next Tiny Times movie in its new Weibo campaign. The brand asks, “Who will be your female lead?” and invites fans to submit pictures of their friends with star factor from May 20-24, to be entered to win complexion correctors and a grand prize of a Bluetooth speaker.



Luxury brand Farfetch says on its Weibo account, “It’s the music festival season again this year, and planning one’s festival clothing is serious business.” Followers who spread the word from May 21-29 on Weibo and include what they would wear to a music festival could win a pair of Retro Super Future shades.



The Swiss watchmaker celebrates “the modern woman” with an elaborate Weibo and WeChat campaign running from May 22 to June 2. After following the brand’s Weibo or WeChat account, women can enter to win prizes by describing themselves with categories on the campaign page and collecting votes. The best 10 descriptions that fit the ideal “modern woman” will win Tissot watches, while 10 men who vote for the “ideal woman” have the chance to win the “most understanding of women.” In addition, 10 people who create descriptions that receive the most votes will win a rolling suitcase, and 100 consolation prizes of cosmetics bags will also be given out.