L'Occitane: COVID Idol

Beauty brand L'Occitane appointed a virtual idol as its spokesperson to launch its spring collection and offer content to Gen Z consumers in China via Anime, Comics, Games and Novel (ACGN) platform Bilibili.

Campaign details

Brand: L'OccitaneBrand owner: L'OccitaneAgency: Mindshare ChinaMarket: ChinaIndustries: Luxury toiletries & cosmetics, Skincare, sun protectionMedia channels: Livestreaming, Social mediaBudget: 1 - 3 million

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 shooting.

Creating the right content to connect with Gen Z became critical for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands