Challenge

Guerlain was perceived as an exclusive luxury brand for older people, and had to compete with well-established luxury brands with much greater levels of advertising investment. Guerlain wanted to expand its consumer base with a new lipstick line – KissKiss and LPRN – and needed a strategy that would appeal to a younger audience: Chinese millennial women aged 18-35.

Insight & Idea

Chinese millennial women are more open-minded and assertive in their relationships than their elders, and regard lipstick, not just a style companion, but as a weapon to attract the opposite sex.

Millennials buy lipstick quickly – sometimes on impulse – and their choices are highly influenced by social media, especially if the product is endorsed by celebrities. They are also suspicious of television advertising, and influenced more by seeing others with brands.

LVMH3

Execution

We partnered with Elle, WeChat, and China’s top online video platform Youku to create content about Yang Yang in different scenarios, encouraging the consumer to imagine being his date and him noticing her kissable lips. Instead of using the highly cluttered February 14 Valentine’s Day for this campaign, we launched it during the “Chinese” Valentine’s Day season in August. Consumers were invited to choose their favourite Yang Yang style and upload their matching style to a dedicated campaign microsite. The consumer with the best matching style would win a date with Yang Yang at a special Guerlain event.  This date was broadcast live on Youku and T-mall, China’s biggest e-commerce platform, which also launched a dedicated Guerlain e-boutique at the same time.