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.
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
















