Maybelline: QQ Dancing

Cosmetics brand Maybelline partnered with mobile game app QQ Dancing to drive sales in lower tier cities in China.

Campaign details

Brand: MaybellineBrand owner: L’OréalLead agency: Mindshare ChinaCountry: ChinaIndustries: Cosmetics, beauty aidsMedia channels: Events & experiential, Gaming & in-game advertisingBudget: No budget

Executive summary

As Maybelline expanded its distribution in China, we knew that appealing to girls in China's lower-tier cities would require a change in approach.

They love makeup as much as girls in upper-tier cities such as Shanghai or Beijing, but Maybelline's philosophy of beauty transformation would have a different meaning – persuading them to try completely new looks was not going to be...

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