Campaign details
Brand: L'Oréal Paris ChinaBrand owner: L'Oréal ParisLead agency: McCANN ShanghaiContributing agency: McCANN ShanghaiMarket: China (Mainland)Sector: Toiletries & cosmetics (general)Media channels: Merchandise & free gifts, Mobile & apps, Social media, Virtual & augmented reality, Websites & micrositesBudget: 1 - 3 million
Executive summary
As a global brand, personal care giant L'Oréal Paris was losing the battle of Double 11 (China's 'Singles' Day') to China's home-grown counterparts, who were adept at translating relevant content into record-smashing sales.
The brand looked to its authentic French heritage...