China: This Week In Digital Luxury Marketing

A roundup of ongoing digital campaigns on China’s social media, featuring Maybelline, Tag Heuer, Clinique, Guerlain, and Glamour Sales.


Cosmetics brand Maybelline invites its followers on Weibo to bring out their summer colors. By including the tags #秀出色# (Color Show) and @Maybelline, as well as including a picture of their summer nails, fans will be entered to win a Maybelline Color Show nail polish that will be awarded to one winner a day from June 3 to July 6.


Tag Heuer

It’s time for World Cup fever, and luxury watchmaker Tag Heuer is joining in on the excitement. In a WeChat campaign from June 10 to June 26, fans can visit Tag Heuer’s flagship or retail stores, scan a QR code, and then input a guess as to how many goals the company’s new brand ambassador Cristiano Ronaldo will score at this year’s World Cup. Three winners will receive a golden soccer ball autographed by Ronaldo himself.



Cosmetics brand Clinique puts its followers’ facial cleansing knowledge to the test on Weibo. In a two-day series of quizzes from June 12-13, two questions are asked each day, and one correct answer to each quiz will win a “top-secret” prize. Today, Cinique’s Weibo channel asks, “A wash must clean how many pores to achieve a deep cleanse?” and “How many vibrations per minute rid the pores of dirt?”



French perfume house Guerlain promotes its Météorites line of face powder with a new campaign espousing the dreamy makeup color combinations one can achieve with it in a video posted on Weibo and Youku. From now until June 30, fans who share the video on Weibo with the tag #幻上你的美颜光# (Don your colorful glow), will be entered to win a Météorites face powder item that will be awarded to one winner a week.


Glamour Sales

Dreams can come true, says luxury e-tailer Glamour Sales, which launched a WeChat campaign to grant its followers their desires. From now until June 18, followers have to visit Glamour Sales’ website, go into the “Special Sales and 9AM New Deals” section, and put an item on their wish list. Three of those who share that wish list with their friends and Glamour Sales on WeChat will win the opportunity to have their wishes granted and receive the item on their list.