The Moodies – Brand Campaign
Brand Campaign of the Year I
Joint Winner
L’Oréal Travel Retail Asia Pacific – Celebrating a Blooming Success with Lancôme
Joint winner Lancôme leaned on New Year celebrations to bring its Blooming Rose activation to life with China Duty Free Group (CDFG) in January 2023.
Its campaign married online and offline elements, including a pop-up at CDFG’s Haikou International Duty Free Shopping Complex. It also took in one of Haikou’s top tourist attractions, Feng Xiaogang Movie Town, where the brand painted the town red and made the night bloom with dazzling floral installations.
The Blooming Rose light projection incorporated the Wētā Workshop-designed atrium’s existing art to create a surreal brand experience
This complemented an immersive travel campaign that spanned OOH media at Hainan’s airports, a celebrity event that attracted over 24 million viewers, with livestreaming across CDFG’s channels that drew 32 million viewers (+77% more than during Chinese New Year in 2022).
This campaign had scale too: it represented L’Oréal Travel Retail Asia Pacific’s biggest pop-up yet in Hainan, at 172sq m, with visibility enhanced for all three brand axes, strong interactivity and a big consumer recruitment drive.
Underlining Lancôme’s commitment to beauty tech, the Hainan activation featured its first Skin Screen Room
The results mirrored the spectacular campaign in January. Lancôme sellout (Socrates data) leapt by +9% against January 2022, with skincare, premium and makeup sectors all climbing by strong single digits – and fragrances by +278%. Buoyed in part by this campaign, Lancôme Travel Retail Asia Pacific sellout in the month outperformed the regional market by 5.8 times.
Alongside extensive social media reach through CDFG and other platforms, the campaign’s sales results underlined the brand’s powerful influence in the Chinese consumer market at a key period of the year.
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The Moodie Davitt eZine The Moodies 2023
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