Campaign details

Brand: Lancôme
Brand owner: L'Oréal China
Lead agency: Mindshare
Contributing agency: iblue communications
Country: China
Industries: Luxury toiletries & cosmetics
Media channels: Events & experiential, Livestreaming, Online display, Online video, Social media
Budget: 10 - 20 million

Executive Summary

Black Friday and Cyber Monday, known the world over as America's largest shopping weekend, pales in comparison to China's Single's Day (also known as 11.11 or Double Eleven), surpassing the US event as far back as 2012. Black Friday and Cyber Monday combined hauled in US$14.1bn in sales, compared to the massive US$30.8bn generated by China's Single's Day.

Lancôme was one of the biggest beauty brands in China, having entered the market 20 years prior and successfully grown to become one of the leading brands in a highly competitive market. Over the previous 20 years, it had reached many milestones, but one goal had proved elusive – to be the biggest beauty brand on Alibaba's Tmall, the Amazon of China.