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LANCÔME
To relaunch their cushion star on the Asian market, we imagined an advertising system which draws its relevance from the use of data on the knowledge of the uses and needs of women in Asian markets.
Case study.
Creative approach.
The creative strategy was built around the Big Idea “Enjoy Your Skin”, inspired by muse Lily Collins. Her personality and freshness gave life to the idea that applying the cushion can become a simple and pleasant beauty gesture. The storytelling adopted was light, authentic and accessible, humanizing the brand while meeting the expectations of Asian consumers.
The graphic charter, fun and colorful, combines authenticity and modernity. The dynamic and attractive visual elements reinforce the graphic and user-friendly nature of the campaign. This conceptual approach guided the creation of the ad film and influenced every aspect of the campaign, from digital content creation to influencer events.
This narrative and visual consistency helped create a seamless and engaging brand experience, aligning every touchpoint with the Big Idea “Enjoy Your Skin.”
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Digital Activation.
Operationally, we deployed a series of initiatives aimed at maximizing the impact of the campaign. The advertising film produced perfectly reflects the Big Idea, demonstrating how using the cushion becomes a simple and pleasant beauty gesture, while offering protection and freshness for 24 hours.
Insights derived from data were crucial to developing hyper-targeted digital campaigns, in line with the needs and behaviors of Asian consumers. We created interactive and immersive content for social media, featuring Lily Collins in authentic and natural situations, increasing engagement and brand loyalty.
Events.
For influencer events, we developed “Instagram Ready” settings around the product’s USPs, optimized for sharing and engagement on social networks. Organized in major Asian capitals, these events offered an immersive experience consistent with the Big Idea “Enjoy Your Skin”.
The scenography has been meticulously designed to be not only visually attractive but also conducive to interactions and sharing on social networks, thus creating memorable and viral moments.
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Results.
This campaign significantly strengthened Lancôme’s presence in Asian markets. We have observed a substantial increase in awareness and sales of Blanc Expert Cushion. By adopting an approach centered on the needs and habits of consumers, we have increased engagement and increased the loyalty of our audience. Influencer events and settings designed to be shared on social media amplified media coverage and strengthened brand influence.
Crédits.
Copywriter Alberic Luciani I Art Director Mehdi Lakhdar I Creative Director Donat-Nicolas Casanova
For Wunderman Thomson.
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