How can Maybelline make product launch relevant to young Chinese women?
In China, Maybelline is fighting a battle for post-90’s women with countless competitors – both international and local.
And while their usual product launches were great at getting attention, they rarely translated directly to sales nationally.
To address this we had to overcome two main problems.
First, launch events typically happen before the product itself is available for purchase, significantly limiting the connection for consumers.
Second, most celebrity launches are a local event with limited results but as the category leader, Maybelline needed the launch to reach women across all of China.
Making a lonely generation feel connected
Post 90’s are lonely. The first quintessential “I” generation in China, most of them grew up as the only kid in their family, and long for staying connected.
Maybelline had to provide a riveting ‘immediate’ experience to spark interest in the launch.
They livestreamed the event with the largest mobile commerce platform possible in China: Alibaba’s Taobao. Any beauty related search at the platform would create a pop up invitation to come view the event live.
Shorten purchase journey – from weeks to one single click
By livestreaming the launch event directly on Taobao, fans able to become an integral, interactive element of the event.
As young women watched Maybelline announcing their newest spokesperson Angelababy and her putting the new lipstick on, young girls around China kept commenting, “Her lipstick is so pretty!” and “I want that color!” generating huge excitement around the lipstick.
Fulfilling this excitement was instantaneous. Viewers were able to add the product to their shopping cart with just one click on the livestreaming screen and check out.