China: This Week In Digital Luxury Marketing

A roundup of new and ongoing campaigns in China through August 31, featuring La Roche-Posay, Moleskine and Timberland, Clarisonic, Lancôme and Femina Magazine, and Vichy. La Roche-Posay French skincare company La Roche-Posay has launched a campaign on Weibo featuring its acne skincare product line. Now through August 31, the brand invites its fans to upload photos showing their acne problems or the La Roche-Posay products they are currently using the handle @理肤泉larocheposay. Lucky participants selected by La Roche-Posay will be awarded an acne-fighting collection—an Effaclar K Daily Renovating Acne Treatment and Effaclar MAT daily moisturizer. Moleskine and Timberland As graduates are stepping off their campuses, American footwear and apparel company Timberland invites them to go on a "reminiscent journey" using Weibo. Participants are asked to follow Timberland’s official Weibo page (@TimberlandChina) and share their most unforgettable graduation-trip memories with the hashtag #Step Outside# and @Moleskine. Participants will have the chance to win a Moleskine Travel Journal. Clarisonic With last week’s Fourth of July fireworks still on people’s minds, American skincare brush company Clarisonic celebrates its brand heritage by launching a marketing campaign. Now through July 10, each participant who creates a piece of graphic art featuring one of the facial cleansing brushes and upload it on Weibo using handle @Clarisonic科莱丽-欧莱雅 will have the chance to enter the next round of the contest. Winners will be awarded a surprise gift from Clarisonic. Lancôme and Femina Magazine Chinese female-oriented magazine Femina, in cooperation with French cosmetics and skincare company Lancôme, have launched a campaign on Weibo featuring the magazine’s July cover star Zhang Jingchu and Lancôme’s limited-edition mascara. Now through noon on July 18, participants are asked to refer the campaign post to three friends and answer the question “Which mascara did Zhang use for her photo shoot?” with the hashtag #爱兰蔻爱看SHOW# and @兰蔻LANCOME on Weibo. Winners will be awarded a luxurious cosmetics set from Lancôme. Vichy L'Oréal group’s skincare and bodycare brand Vichy has launched a campaign on Weibo featuring its Aqualia Thermal Night Spa line. Now through July 15, participants who say goodnight by referring the post to three friends on Weibo between 10 to 12 pm will have the opportunity to win an Aqualia Thermal Night Spa product. The brand will give away one item each day.

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China: This Week In Digital Luxury Marketing