L'Oréal Paris: Infallible Hotpot Challenge

L'Oréal Paris, a makeup brand, persuaded women in China that its Infallible Cushion face powder could withstand heat and humidity by engaging them with the Infallible Cushion Hotpot Challenge.

Campaign Details

Brand: L'Oréal ParisAdvertiser: L'Oréal ParisAgency: MindshareCountry: China

Campaign objectives & challenges

Face makeup is the biggest category within makeup, contributing to 48% sales of total makeup in China (Source: Euromonitor). As makeup's biggest growth driver, face makeup was undeniably a category all brands were eyeing, and L'Oréal Paris was no exception.

L'Oréal Paris launched Infallible Cushion, a new compact face powder designed for literally any occasion, to appeal to young, hip and trendy makeup lovers. After last year's launch, consumer uptake was steady but needed to be accelerated further.

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