L’Occitane: L’Occitane's COVID idol

A campaign by the cosmetic company L’Occitane increased its online exposure in China by connecting with the Gen Z target audience during the COVID-19 lockdown.

Campaign details

Brand: L'OccitaneBrand owner: L'OccitaneEntrant company: Mindshare China, ShanghaiMarket: China (Mainland)Sector: Skin careMedia channels: Content marketing, Livestreaming, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

As China's skincare market becomes more competitive, brands have turned to the younger Generation Z as their target audience, who are heavily influenced by KOLs and Content.

Due to COVID-19, L'Occitane was unable to film and launch its spring KOL campaigns thanks to social distancing measures that prevented film shooting.

Creating the right content to connect with Generation Z...

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