China: This Week In Digital Luxury Marketing

A roundup of recent and ongoing campaigns in China through November 23, featuring Harper’s Bazaar, La Roche-Posay, Garnier, Diesel, and Infiniti. Harper’s Bazaar China Harper’s Bazaar China has launched a campaign on WeChat to celebrate the subscription account “Bazaar Beauty” going online. Now through November 22, in this campaign titled “Secret Weapons for Selfies” (Chinese: 自拍神器), participants are asked to send a selfie with their “secret weapon” that they use to take it, which could be either a cosmetic or a high-tech product "essential" for taking a good selfie, to Bazaar Beauty. Winners will win a bottle of serum from L'Oréal Paris, and one of them will be selected to model for Bazaar Beauty’s videos. La Roche-Posay French skincare brand La Roche-Posay has launched a campaign titled “Complaints About Sensitive Skin” (Chinese: 敏感症状大吐槽) on Weibo, inviting its fans to “complain” about the issues they experience with sensitive skin. Now through November 23, those who refer the post to friends and write about their sensitive skin issues will have the chance to win a trial set from the Toleriane collection. Garnier Cosmetics brand Garnier has launched a campaign on Weibo entitled “Who Needs to be Photoshopped?” (Chinese: 谁是最需要PS的人?) echoing the photo-retouching trend in this digital era. Participants are asked to upload photos of people they believe that “need to be photoshopped” the most, for a chance to win a container of PS (Photoshop) Cream 5S from Garnier. Diesel China’s new generation seems to be more and more comfortable in its "own skin,” and Diesel’s recent campaign on Weibo showed that the younger generation has no reluctance to show their bodies. In the “Getting Rid of Your Clothes is Easier than Getting Rid of Your Single Status” (Chinese: 脱单不如脱光) campaign that ended on November 13, the brand asked its fans to post nude photos of themselves (seriously). Five participants with the best photos were chosen and will be awarded gifts from Diesel for their bravado. Infiniti Luxury vehicle brand Infiniti is collaborating with a television show called Where Are We Going, Dad? (Chinese: 爸爸我们去哪儿) to promote its exhibit in the upcoming 2013 Guangzhou Auto Show. Celebrity dads from the show Wu Xiubo, Xie Dikui, and Li Rui will be attending the exhibit. Participants who hope to win free admission tickets to the Guangzhou Auto Show and interact with the three celebrity dads are asked to write a post on “what they think about Infiniti” on Weibo. Twenty participants will be selected.

Sectors

Insights

Company

China: This Week In Digital Luxury Marketing