L'Occitane: COVID Idol

Beauty brand L'Occitane appointed a virtual idol as its spokesperson to launch its spring collection and offer content to Gen Z consumers in China via Anime, Comics, Games and Novel (ACGN) platform Bilibili.

Campaign details

Brand: L'Occitane Brand owner: L'Occitane Agency: Mindshare China Market: China Industries: Luxury toiletries & cosmetics, Skincare, sun protection Media channels: Livestreaming, Social media Budget: 1 - 3 million

Executive summary

As China's skincare market becomes more competitive, brands have turned to the younger Generation Z as their target audience, who are heavily influenced by KOLs and content.

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