SHANGHAI – Mindshare today announced the rollout of its latest media campaign for Lancôme’s latest product, Hypnôse Dolls Eyes lash effect mascara. This is where a Lancôme-branded bus will be transformed into an interactive make-up station that will tour key cities in China.
The Lancôme branded bus will kick start its journey in Beijing where cosmetic fanatics and trendy youngsters on the street can hop on and experience first-hand how Hypnôse Doll Eyes Mascara and Lancôme’s range of eye makeup products can transform their look. The looks include ‘Cute Doll’, ‘Sexy Doll’ and ‘Romantic Doll’.
“This is a refreshing campaign execution and we were delighted when Mindshare brought this idea to the table. This outdoor campaign aims to heighten consumer awareness of Lancôme Hypnôse Doll Eyes and brings educative interaction directly to their weekend hangout spots.” says Michelle Kwok, Deputy General Manager of Lancôme China. Lancôme brand ambassadors will be taking the roadtrip around key Chinese cities, with stops at 10 counters. Consumers can enjoy complimentary makeup classes and one-to-one eye makeovers so they too, can easily transform themselves into ‘big eyed dolls’ with the professional touch of Lancôme’s Hypnose Doll Eyes Mascara.
The campaign, which is the first of its kind in the beauty category in China, will commence on August 31 and conclude on September 30. The Lancôme bus will depart Beijing on September 2 and make its voyage to Shanghai on September 7. Make-up enthusiasts can spot the Lancôme bus in Nanjing on September 14, Chengdu on September 21 and finally in Shenyang on September 28.
Said Jonathan Romano, General Manager L'Oréal Luxe, Mindshare Shanghai: “Original thinking sits at the heart of everything we do at Mindshare. We constantly seek new ways to work with our clients to strive for media excellence. This novel manner in which we will take Lancôme Hypnose Doll’s Eyes to the streets of China is a fun and interactive way to engage the brand’s target audience so that they get to see, feel, touch and experience the product range up close”.
The Lancôme Hypnose Doll Eyes Bus outreach campaign will hit the streets of Beijing this weekend and is slated to run every weekend until the end of September 2012.
For hourly updates on bus routes and more product information, visit http://dolleyes.lancome.com.cn or @兰蔻LANCOME on sina weibo.