Avene: Selfie
Marie-Julie Lorenzo
Campaign details
Lead agency: Fred & Farid ShanghaiBrand: AVENECountry: ChinaIndustry Baby care, Bath toiletries, soaps, Contraceptives, family planning, Cosmetics, beauty aids, Deodorants, anti-perspirants, Feminine hygiene, Fragrances, perfumes, Hair care, Oral health, Shaving products, Skin care, sun protection, Toiletries and cosmetics marketChannels used: Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how Avene make-up was marketed by persuading Chinese women to take more adventurous selfies.
The word selfiewas selected as the Word of the Year 2013 by the...