Campaign details

Brand: L'Oréal Paris
Brand owner: L'Oréal
Agency: Mindshare China
Country: China
Industries: Skin care, sun protection
Media channels: Online display, Product sampling, Social media, Word of mouth, influencers

Executive summary

In China, anti-ageing skincare makes up at least half of the female skincare market. Beginning in their teens or 20s, these brand-consumer relationships often last until later life, proving highly valuable.

To strengthen L'Oréal Paris' anti-ageing segment and its authority within this space, a new product, Filler Eye for Face, under the anti-ageing line Revitalift Filler was launched. It had a clinically-proven certification, which held more weight over other eye-cream brands in the market.

L'Oréal Paris studied its current users and discovered that 28% of Revitalift Filler consumers were new mothers or mothers-to-be. They care a lot for their babies and tend to forget about themselves, although deep inside, they want to look good. Mothers are a very close-knit community who trust peer reviews more than advertising in China.