L'Oréal Paris: Infallible Hotpot Challenge

Cosmetics brand, L'Oréal Paris, used an unexpected collaboration to drive talkability around its Infallible Cushion makeup among young women in China.

Campaign details

Brand: L'Oréal ParisBrand owner: L'OréalEntrant company: Mindshare ShanghaiMarket: China (Mainland)Sector: Cosmetics & beauty aidsMedia channels: Merchandise & free gifts, Online display, Online video, Outdoor, out-of-home, Search marketing, Word of mouth, influencersBudget: Up to 500k

Executive summary

Knowing face makeup is the biggest category within makeup, L'Oréal Paris launched Infallible Cushion, a compact powder for face that is suited for any occasion, to appeal to the young, hip and trendy makeup lovers in their 20s.

Following the product's successful launch a year ago, the product needed...

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