China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing digital campaigns on China’s social media, featuring Olay, Tiffany & Co., Lancôme, De Beers, and Yves Saint Laurent.


American skincare company Olay has launched a game on WeChat that roughly translates as “Fair and Rosy Skin, Show Your ‘Meng-ness’ Cheek to Cheek” (meng, 萌, is a neologism derived from Japanese anime meaning cute and innocent). In the game featuring actor Li Dongxue from the smash-hit Chinese drama Empresses in the Palace, users are asked to “put their cheeks against Li’s” (up against a photo of him on the smartphone), to make Li “blush” and give a score for how “meng” the users are. The users can then share their results on their WeChat Moments for the opportunity to win WeChat red envelopes.


Tiffany & Co.

Since Qixi Festival, the Chinese Valentine’s Day, is around the corner, American luxury jeweler Tiffany & Co. is asking its Weibo followers to share photos showing their “proof of love” for an opportunity to win gifts.

Tiffany and Co


French luxury cosmetics house Lancôme has launched a Weibo campaign for the upcoming Qixi Festival. Now through August 1, participants are asked to share the most touching words their lovers have ever said to them for a chance to win gifts from the brand.


Yves Saint Laurent

Shortly following its kissing habit survey, YSL continued the “An Invitation to Kiss” theme by releasing a mini-movie that features six couples, each of which corresponds to one lip gloss color from the Gloss Volupté collection. The brand invites its Weibo followers to view the mini-movie, share their love stories, and tag their lovers for a chance to win a lip gloss.


De Beers

Leading diamond jeweler De Beers celebrated talented women through its “Moments in the Light” event, and launched a poll on Weibo. The poll featured six women of brilliance: Chen Man, Mary McCartney, Alice Temperley, Cornelia Parker, Skye Gyngell, and Aszure Barton. Participants who voted for one were entered to win an autographed photo album and De Beers journals.

De Beers