Garnier: Hijack
Marie-Julie Lorenzo
Campaign details
Brand owner: L'OrealLead agency: Fred & Farid ShanghaiBrand: GarnierCountry: ChinaIndustry Cosmetics, beauty aidsChannels used: Internet - general, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how, faced with the challenge of a weak brand image and a lack of differentiation or edge compared to the established Chinese brands, Garnier China launched Garnier PS Cream in 2013. In doing so, it created the new instant skin-transformer segment and began its ambition to become the preferred brand for a...