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L’Oreal has joined Chinese language lingerie and loungewear model Neiwai (内外) in a joint marketing campaign to make Chinese language girls really feel comfy in their very own pores and skin. The co-branded marketing campaign by McCann Shanghai is titled “It takes boldness to be nude,” and options girls embracing quite a lot of pores and skin tones and kinds.
The marketing campaign marks the launch of two new product traces from L’Oreal and Neiwai with a ‘nude tone’ color palette that enhances Asian pores and skin tones. Each L’Oreal’s new limited-edition lipstick assortment and Neiwai’s new cotton underwear assortment will probably be launched with exact-matching color tones named after pure physique options: Little Freckles, Wheat-Shade Tan, Solar Blush, Magnificence Marks, and Nude Birthmark.
The purpose is encourage extra Chinese language girls to embrace the look of their pure pores and skin tone and kinds, an idea that matches nicely with Neiwai’s earlier campaigns to emphasize magnificence amongst pure physique varieties, sizes and styles as a core worth in in its advertising.
What’s attention-grabbing is that by partnering with one other model and inspiring a love of pure magnificence L’Oreal has breathed new which means and life into its outdated tag line: ‘As a result of I am price it’. Whereas the ‘I’ was all the time meant to symbolize all girls, the phrases coming from a supermodel exuded individuality and exclusivity. On this marketing campaign, the ladies saying “We’re price it” extra clearly communicate for all girls.
“Since L’Oréal Paris first got here to China 25 years in the past, we now have been dedicated to working with Chinese language girls to find their distinctive magnificence,” says Lily Li, basic supervisor of DMI L’Oréal Paris. Nude tones swimsuit each Chinese language girl and are the proper base to showcase pure magnificence.”
Within the means of gathering insights for the marketing campaign, McCann’s China magnificence workforce discovered that many ladies had been nonetheless associating ‘confidence’ with bodily look, and that conventional magnificence beliefs might play a job in suppressing some girls’s confidence.
“Everybody accepts themselves in a different way, some individuals can simply settle for themselves the best way they’re; different individuals cannot. Nevertheless, one factor is for certain. A girl who dares and is keen to indicate her pure self is a girl of braveness,” says Kanny Chan, govt inventive director of the McCann Shanghai magnificence workforce.
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