ASIA PACIFIC. L’Oréal Paris Travel Retail Asia Pacific and three Chinese key opinion leaders teamed up to showcase the recent Cannes Film Festival to Chinese travellers, in partnership with Lotte Duty Free, Sunrise Duty Free/China Duty Free Group and King Power (Thailand).
The campaign has had a powerful impact, with L’Oréal Paris generating over 7 million instances of online engagement and 155 million views on social media (Weibo and WeChat).
L’Oréal Paris is the official makeup partner of the Cannes Film Festival, which ran from 14 to 25 May. For the first time, L’Oréal Paris Travel Retail Asia Pacific brought opinion leaders, namely Lu Jiao Jiao (@仙女鹿娇娇), Kevin Zhang (@张凯毅) and UU (@赵梦玥) to share the Cannes experience with customers. Between them they have 18 million followers on social media.
Each of the KOLs represented a L’Oréal Paris partner – Lotte Duty Free, Sunrise Duty Free/CDFG and King Power Thailand respectively – to create excitement via interactive livestream videos and social content created at L’Oréal Paris’ Worth It Studio in Cannes.
The festival was attended by many celebrities, including L’Oréal Paris spokespeople Gong Li, Daniel Wu, Li YuChun, MingXi, Eva Longoria and others.
The influencers took individual makeup sessions with L’Oréal Paris experts, based on five ‘Worth It’ looks created by L’Oréal Paris Global Makeup Director Val Garland. The sessions highlighted L’Oréal Paris star products including Rouge Signature, Infallible Pro-Cover Cushion, Youth Code, Revitalift Filler [HA] Eye Cream For Face and Revitalift Centella Micro-Essence Water. These helped drive traffic to the retailers’ online and offline stores.
To elevate the experience, L’Oréal Paris partnered with Lotte Duty Free to launch an exclusive travel retail set, Rouge Signature Trio, at the brand’s counter at Lotte Duty Free in Myeongdong, Seoul. The pop-up featured a red carpet event and makeup shows from 17-19 May. Key opinion leader, Lu Jiao Jiao, who represented the L’Oréal Paris and Lotte Duty Free partnership, shared both her look and her Cannes Film Festival experience with travelling customers during the show.
“We are very happy to be partnering with Lotte Duty Free to recreate the iconic beauty looks from the Cannes Film Festival. We are proud to encourage all women to claim their own singularity and inspire self-worth,” said Olivier Tessler, General Manager L’Oréal Paris at L’Oréal Travel Retail Asia Pacific.
