La Mer’s Ocean Conservation Makes Waves in China


The Social Version is our weekly collection which deep dives into luxurious initiatives in China’s social media panorama. Each week, we spotlight model campaigns distributed on Chinese language digital platforms — WeChat, Weibo, Tmall, Douyin, and past.

Our protection spotlights world luxurious manufacturers, world magnificence manufacturers, and native Chinese language manufacturers. The latter offers perception into a few of China’s most profitable campaigns, which regularly come from native gamers, and are outdoors of the wonder and trend house.

On this week’s roundup, we have a look at three campaigns, together with La Mer’s partnership with Tencent to have a good time 2022 Oceans Day, Qeelin’s commemoration of its 18th anniversary, and Shiseido’s newly launched males’s skincare label.

La Mer Celebrates 2022 Oceans Day 

BRAND La Mer
CATEGORY Cosmetics
PLATFORMS WeChat, Tencent Music, QQ
MEDIUM Livestream
FEATURED TALENTS Mao Buyi (19.1M Weibo Followers) | Tia Yuan (16.7M) | Ayanga (5.1M)

OVERVIEW
Six days earlier than World Oceans Day on June 8, La Mer and Tencent Music Leisure Group introduced an internet live performance that includes Chinese language music skills equivalent to Mao Buyi, Tia Yuan, and Ayanga. The 2 events additionally launched the Blue Coronary heart program; this invitations WeChat and QQ customers to donate their “steps” in alternate for factors, which can be utilized to improve a digital sea space through biology-themed playing cards. Those that efficiently unlock all of the playing cards may have a likelihood to win the model’s Ocean Day limited-edition face cream.

NETIZEN REACTION
The marketing campaign hashtag #BlueHeart garnered 27 million views on Weibo inside per week because of the digital live performance’s livestream. Particularly, the replay of Tia Yuan’s efficiency obtained over 200,000 views, whereas Mao Buyi’s clip racked up over 8,000 impressions.

VERDICT
La Mer has constructed a model picture characterised by the ocean and stays devoted to its core perception: giving again to the marine world. For this 12 months’s celebration, the corporate was intelligent to discover a native companion and leverage music to emotionally join with audiences. La Mer additionally invited customers to have interaction in content material creation as a way to teach them about ocean biology and conservation.

Qeelin Commemorates 18th Anniversary With Wulu 18 Jewellery Assortment

BRAND Qeelin
CATEGORY Luxurious Jewellery
PLATFORMS WeChat, Weibo, Xiaohongshu
MEDIUM Picture, Quick-video
FEATURED TALENTS Liu Shishi (34.4M Weibo Followers) | Angel Zhao (9.5M) | Greg Han (8.4M) | Zhu Zhengting (24M) | Jike Junyi (16M) | Yang Changqing (4.4M) | Estelle Chen (749.5K) | Luo Tianyi (5.2M)

OVERVIEW
2022 marks the 18th anniversary of Kering-owned jewellery model Qeelin, based by Dennis Chan in 2004. To have a good time its coming of age, the corporate launched the Wulu 18 assortment, which options the label’s iconic wulu form enhanced with rivets. Shot by main photographer Leslie Zhang, the marketing campaign spotlights eight homegrown personalities in a presentation that balances Chinese language custom with modernity.

NETIZEN REACTION
These celebrities — with a mixed social following of 103 million — considerably drove the marketing campaign’s on-line site visitors, accumulating 57.7 million views for the hashtag #Qeelin18Forever on Weibo. Among the many stand-alone marketing campaign movies, those starring Zhu Zhengting (from the boy band 9 P.c) and digital idol Luo Tianyi obtained essentially the most clicks, with 1.1 million and 549,000 views, respectively.

VERDICT
Although Qeelin has all the time drawn inspiration from conventional Chinese language tradition, the agency has labored laborious to extend its relevance to at this time’s luxurious consumers. From the product design to the star-studded solid, Qeelin’s anniversary marketing campaign places the concentrate on youthful demographics. Alongside model ambassador Liu Shishi, the opposite celebrities have strong Gen Z fan bases in China. As such, the celeb endorsements match completely with the brand new assortment’s target market.

Shiseido Bets on Gen Z Males’s Skincare Sector

BRAND Sidekick
CATEGORY Skincare
PLATFORMS WeChat, Weibo, Tmall, Xiaohongshu, Douyin, Bilibili
MEDIUM Picture, Quick-video

OVERVIEW
Japanese cosmetics conglomerate Shiseido has launched a brand new label named Sidekick, concentrating on Gen Z males in Asia. The primary batch of merchandise embody eight objects underneath 4 classes, together with lotions and facial masks. The visible id of the model options refreshing and easy colorways, resonating with younger males’s aesthetic preferences. The model has launched official accounts on Gen Z’s favourite platforms together with Douyin, Bilibili, and Xiaohongshu.

NETIZEN REACTION
“Hip” and “Cool” are two of the key phrases that netizens used to explain their impression of the newly-launched model. Although making orders on the model’s Tmall flagship retailer is unique to members, the general product evaluations had been constructive on {the marketplace}. Nonetheless, some customers on Xiaohongshu say the product elements aren’t sufficient to unravel males’s pores and skin considerations.

VERDICT
Because the stigma hooked up to masculinity is slowly deconstructed within the fashionable context, Chinese language males have gotten extra acutely aware of their look. In line with Qianzhan information, the dimensions of the lads’s skincare market in China is anticipated to achieve $3.1 billion (20.7 billion yuan) by 2026. With the rise of this sector, manufacturers that may discover the appropriate method to speak with the youthful technology will lead the sport.



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