Yue Sai Buzzed my Blog
"Girls seriously, how could we make it without make-up?"
Most digital strategies fail to impress my brilliant mind, but there are glorious times when I am truly amazed and break business routine to blog about it. And this is how L’Oreal Yue Sai’s social media strategy buzzed the blog of an overwork lady temporarily away from her beloved Shanghai.
Yue Sai Kan, a Chinese woman born in Guilin, raised in HK and US founded the eponymic cosmetic brand Yue Sai in 1992 to cater to the skin & tastes of Chinese women.
L’Oreal – which does not need an introduction unless you’ve been living in a cave for the last 20 yrs, bought Yue Sai in 2004 and took it to the next level with a greater use of natural ingredients.
Yue-Sai Kan by Andrew Rowat
In 2010, how to reach out to a younger and edgier population of active Chinese women?
Yue Sai needed a virtual lifting as it had never been very active online according to the brand marketing director Michelle Kwok.
Early in june, L’Oreal launched Buzz my Heart, a serie of 8 webisodes starring 3 young women (4 would be too SATC right?) each of them encountering different life and love problems of course. I remember this strategy was actually used around last year by Maybelline in the US and the scriptwriter was..Candace Bushnell herself, – the author of Sex and the City. How will it go in China ?
If girls busy with love and make-up may sound shallow, this is nonetheless adequately good marketing : content placement, cinema-like quality videos, online penetration out of the brand website on Yoka, soft seduction with no brand mention until the 5th episode…
You can watch the 5th episode here. I’m off to a mani-pedi now.
Client : Yue Sai – L’Oreal
Agency : Wunderman
More ? L’Oreal Freshens Up Yue Sai’s Image with Edgy Web Series
BuzzandtheCity in Paris
China Rush : Vote for Rachel & Charlie !
BuzzandtheCity supports Rachel & Charlie
I wrote about the Amazing Race China Rush here and this is time to get serious.
BuzzandtheCity supports team Rachel & Charlie, not only because they are hot and fun - but because they could win with our support…
Visit link here and vote for the Flirtatious Friends !
Thanks for your votes xx
Abt Chinese men Western women want to marry
And the winner is...Andy Lau
You cannot get this question out of your mind : what kind of Chinese guy can seduce a western woman?
If countless Chinese girls seems to fall for Laowais, fewer western women do for Chinese guys. But when they do, who do they fancy? Michael MacRitchie gives us an insight on blog MGI Entertainment about what kind of Chinese guy would be eligible for western females delicate tastes..
Below is an excerpt, full article here
“Not that this is entirely breaking news but Andy Lau is “officially” the hottest Asian actor. Apparently he now not only ticks all the boxes for Chinese Women but now Western women are also swooning for him…The movie star came out tops in a survey of 108 Western women living in Shanghai, where respondents were asked to rank Chinese male professionals they would want to marry.”
Did we really need a survey to know that most women would preferably marry a good-looking and successful guy?
But it gets better : “Andy Lau also has “the sperm” Chinese women want the most for their babies….”
Indeed, a China Daily’s article spits it out :
“The list for Chinese women’s most wanted sperm are as follow:
1. Andy Lau
2. Bill Gates
3. Takeshi Kaneshiro
4. Liu Xiang
5. David Beckham
6. Li Ka-shing
7. Tony Leung
8. Louis Koo
9. Lee-hom Wang
10. Brad Pitt”
Bill Gates and Li Ka-Shing before Brad Pitt? I wonder which one is more shallow and if that means these women actually believe the sperm carries some money-smart IQ – or bags of cash?
Some more ?
Want to know what kind of Chinese men western women want to marry?
A Chinese Girl Dilemma
Chinese Girl Dilemma by Han Junwei
Photographer Han Junwei illustrates in his last serie shots of a modern Chinese girl’s dating dilemma…
If you were a Chinese girl, would you rather date :
The Migrant Worker
The Perv
The Gross
The Nerd
The Player
The Obsessive Compulsive
The Queen
The Matchmaking Parents
The "Perfect Guy" (who doesn't give a s)
What's next in Shanghai ?
Coming Soon…one of China’s best reality TV game show the Amazing Race – China Rush !
20 foreigners (10 teams of 2) will be followed across 12 cities in China until the beginning of June for a prize yet to be revealed…but does the award really matter when you just travel for free across China and have the best time with your buddy?
The show produced by Flyfilms will be aired on SMG’s International Channel Shanghai (ICS) this summer, but I can’t wait to already tell you that the starting city is Shanghai and that the hottest team is Rae & Charlie – see their applying video below (on Youtube)
Good luck guys ! xx