Ahead of Mother’s Day in China (11 May), the French cosmetics and perfume house Lancôme launched a multi-pronged, online-to-offline campaign to celebrate mothers. From celebrity and influencer videos on social media to in-store giveaways, the Lancôme campaign even included a “citywalk” urban exploration element by taking over several shops on the Wulumuqi Middle Road (乌鲁木齐中路) in Shanghai.
For the online part of the special day campaign, Lancôme released 3 videos, featuring Chinese actresses Cheng Xiao (程潇), Zhang Yuxi (张予曦) and Rong Niangniang (容嬢嬢), the influencer storeowner of the florist shop Wilde (王尔德的花, presumably named after the Irish author Oscar Wilde) in each video. The three guests present their stories with their mother and what connected them: a letter, a boxed lunch and a flower shop.
Offline, the brand aimed to create new memories between customers and their mothers. Between 10 and 11 May, if you brought your mother to any of the Lancôme stores in China and register as a member, you would receive a free Absolue set. If you spent over 2,000 RMB (276.35 USD) at 70 selected stores across the country, you could receive an exclusive Mother’s Day flower bouquet, and if you bought Absolue products in 35 selected stores, you could receive a custom illustration from a live illustrator in store. For Shanghai customers, Lancôme teamed up with several other stores on Wulumuqi Middle Road (including, of course, Wilde) to create a “floral road” decorated with its thematic pink colour and flowers, as well as free gifts such as hair pins and wristbands.
The move to require visitors to bring their mothers and “make memories” is not only incredibly sweet and on brand for Mother’s Day, but it is also an inspired move for Lancôme in expanding its clientele. It raises awareness of its anti-ageing skincare to a generation who might not be used to browsing in cosmetic stores for brands such as Lancôme.
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