Avene: Selfie

This case study explains how the Avene make-up brand won brand likeability with a social campaign.

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...

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