As “sanfu”, or the Chinese dog days, continues to ravage China, especially its cities, French perfume and cosmetics house Lancôme has brought a cool (in both senses of the word) campaign to Shanghai. The L’Oréal Group-owned high-end brand installed a 160m-long pool, complete with parties and events, to launch its latest skincare offering, the Génifique Lotion Ultimate.
Called the “photogenic party”, the campaign highlights the product’s nickname “filter lotion” that makes your skin look like there’s been a filter applied. The 160m-long pool is covered by a canopy made of blue and clear swim rings. However, in reality, it is more of a shallow pond/basin, like a spray pool, sans the spray. But this is where the urban summer fun comes from.
The pool is much more than just a “check-in” (打卡) spot; there is also a water pistol fight opportunity and a DJ set before the big pool party in the evening. Visitors can also enjoy exclusive, special drinks at the bar. From influencers to celebs, the campaign culminated in a pool party at the end.
The pool, with its urban installation, provides Shanghai dwellers with a great opportunity for photos, fun and staying cool. Not only is Lancôme tapping into the “experience economy” in China, but it is also providing a great communal environment.
By inviting people to play and take photos, it brings the narrative home to the “filter lotion” and the idea of being photogenic. The intimate, localised campaign is a smart way for the French brand to compete with domestic rivals in China.
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