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. Olay 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. Lancôme 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.

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China: This Week In Digital Luxury Marketing