Lancome: Use search to leverage the potential of the whole chain of communication

蔡文婷、钱磊、王家欣

Lancome, a subsidiary of L'Oréal Group, is the largest high-end beauty and cosmetics brand in the Chinese market. It has many landmark-level products. Facing the rapid growth and upgrading of the Chinese market, the brand hopes to use new opportunities to attract users in the new era while protecting the brand's outstanding assets. Promote brand growth.

Case details

Brand: Lancome

Brand owner: L'Oreal Group

Main Agency: Mindshare Media

Holding Group: WPP

Put on the market: Mainland China

Delivery time: January 1, 2020-September 30, 2020

Industry: Skin care and beauty

Media channels: social media, short video platforms, mini programs, e-commerce platforms, search engines

Budget: 55 million

Case summary

The “combined punch” of e-commerce, mobile Internet, and social media has brought unique challenges and opportunities to the skin care and beauty industry:

  • Consumers' attention is divided by more brands: Consumers' behavior has changed from “buying a full...

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