L'Oréal Paris: Winning Mothers' Hearts

Sarah Shen, SukYee Lim, Nicholas Short

Makeup brand L'Oréal Paris partnered with parenting app, Qin Baobao to boost trial of its Filler Eye Cream for Face product among young mothers in China.

Campaign details

Brand: L'Or�al ParisBrand owner: L'Or�al ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Skincare, sun protectionMedia channels: Merchandise & free gifts, Mobile & apps. Search marketing, Social mediaBudget: Up to 500k

Executive summary

To strengthen L'Oréal Paris' anti-ageing segment and its authority, a new product 'Eye Cream for Face' under the early anti-ageing franchise Revitalift Filler was launched.

L'Oréal Paris studied its current users and discovered 28% of Revitalift Filler consumers were new mothers and mothers-to-be. They care a lot for their babies and tend to forget about themselves,...

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