Success Case Study: Guerlain Lipstick China
December 2019
21
About the Report
About the Report
Success Case Study: Guerlain Lipstick China
Summary
"Success Case Study: Guerlain Lipstick China" covers the 2016 launch of an online marketing campaign for lipstick centering on a male celebrity. The innovative campaign became an instant success, as shown by record-high views and likes and skyrocketing sales of the brand's lipsticks.
Going against the usual practice of hiring female celebrities to promote women's cosmetics, French luxury brand Guerlain launched a social media campaign in China in collaboration with local male heartthrob Yang Yang, tapping into his large fanbase of women to boost sales of its KissKiss and La Petite Robe Noire lipstick ranges.
Scope
- Guerlain exploited a local trend in China called xiao xian rou, which refers to attractive young male celebrities with effeminate and attractive facial features. The brand signed up Yang Yang, a Chinese actor and model with a large female following, as an influencer to promote its new lipstick ranges .
- Guerlain ran online events with Yang Yang to capitalize on the high social media penetration among Millennial consumers in China. This validates the importance of digital campaigns for engaging Millennials and younger audiences.
- The rising spending power of Chinese women is driving demand for higher-quality beauty and grooming brands such as Guerlain.
- Given the blurring of gender boundaries, male and female celebrities can be utilized interchangeably to promote cosmetics products meant for either gender.
- The 'Xiao Xian Rou' trend can be harnessed for promoting men's cosmetics in other Asian countries
Reasons to buy
- Use GlobalData's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Products
Products
Guerlain, Lipstick, China, Millennial, Influencer, Key Opinion Leader, Social Media, WeChat, Weibo
Companies
Alibaba
Armani
Baidu Tieba
Coca-Cola
Elle
Estee Lauder
FaceShop
Guerlain
Kanebo
KFC
LMVH
L'Occitane
Maybelline
Tagheur
Vichy
Yake Foods
Youku
Zenith Media
Table of Contents
Table of Contents
Table of Contents
1. Introduction
2. What?
3. Why?
4. Take-Outs
5. Appendix
Why Buy From US?
What makes us stand out is that our consultants follows Robust, Refine and Result (RRR) methodology. i.e. Robust for clear definitions, approaches and sanity checking, Refine for differentiating respondents facts and opinions and Result for presenting data with story
We have set a benchmark in the industry by offering our clients with syndicated and customized market research reports featuring coverage of entire market as well as meticulous research and analyst insights.
While we don't replace traditional research, we flip the method upside down. Our dual approach of Top Bottom & Bottom Top ensures quality deliverable by not just verifying company fundamentals but also looking at the sector and macroeconomic factors.
With one step in the future, our research team constantly tries to show you the bigger picture. We help with some of the tough questions you may encounter along the way: How is the industry positioned? Best marketing channel? KPI's of competitors? By aligning every element, we help maximize success.
Our report gives you instant access to the answers and sources that other companies might choose to hide. We elaborate each steps of research methodology we have used and showcase you the sample size to earn your trust.
If you need any support, we are here! We pride ourselves on universe strength, data quality, and quick, friendly, and professional service.