Art Director and Leading Designer at Lion & Lion

The brief asked to integrate 3 separate campaigns from skincare, hair care and cosmetics into one holistic Chinese New Year Campaign to drive sales over the festive period.

Creative Concept: New Year, New Me.

Created a mobile-optimised micro-site combining all campaign activity with interactions for each segment.

Strategy per category on the site:

Cosmetics- Reached out to 3 leading influencers in Malaysia to create different Get the Look tutorial videos. Recommended products used in the video and linked to online retailers.
Hair Colour-  Created an app in the micro-site to personalize e-cards using the 5 shades of red in the hair colour range.
Anti-ageing skincare- Collaborated with a leading Feng Shui Master, Joey Yap, to create personalised beauty horoscopes with zodiac predictions and product recommendations linking to online retailers.

RESULTS

L’Oréal Paris experienced a record rise in market share following the campaign. Skincare went up to 7.4% and hair care up to 6.5%. The micro-site had an extremely high engagement rate of 23%, due to the variety of interactive elements.