"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.

Buzz my Heart

Client : Yue Sai – L’Oreal
Agency : Wunderman
More ? L’Oreal Freshens Up Yue Sai’s Image with Edgy Web Series

BuzzandtheCity supports 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

 

Chinese Girl Dilemma by Han Junwei

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 Migrant Worker

 

 

The Perv

The Perv

 

The Gross

The Gross

The Nerd

The Nerd

The Smooth Operator

The Player

The Obsessive Compulsive

The Obsessive Compulsive

The Queen

The Queen

The Matchmakers Parents

The Matchmaking Parents

The "Perfect Guy" (who doesn't give a s)

The "Perfect Guy" (who doesn't give a s)

Or would you just be happy by yourself?
 
Chinese Girl 12
What's next in Shanghai ?

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

 

 

 

Thanks to French blogger Olivier from Marketing Chine for this xx

 

This video by Aussie animation production Studio Joho is creating quite some buzz on Chinese forums where it is named 别以为打败boss就能过关, or “Don’t think it’s over once you win over the boss”…(as in the boss in video games, although it makes sense in real life too).

 

Why is it making a hit here ? Let’s just say young and vigorous males in China, besides having a huge pressure to struggle let alone to succeed, have to deal with high expectations from the ladies here.

 

No, it is no shocker there are all kind of diggers everywhere, but China is the kind of country where men are perceived naturally as providers – it is common practice that the guy buys an apartment for the couple before even getting engaged.

 

Any comments ladies & gentlemen?

niubi-book-chinese-foul-language-swear-words-eveline-chao-01

 

Wandering between air gates with a lot of time on my hands, I entered a book shop in Shanghai Pudong airport with the vague hope of finding an alternative to Vogue Australia or How to succeed in China in 5 minutes.

And for once, my low expectations weren’t disappointed : the title “NIUBI ! The Real Chinese you were never taught in school”, says it all. This book, brace yourself, contains words and phrases that would embarass the sneakiest passenger next seat looking over your shoulder..

 

You will learn many useful stuff including that Niubi means literally cow cunt”, how to write the original character for “fuck” that actually disappeared of phones and computers typing systems and many, many other phrases that my education forbids to disclose here because my mum reads this blog sometimes.

I’ll just say it contains anything from flirting and dating to gay slang, internet slang, sex, and even words for the kind of action you regret the next morning (you, not me, cause of course I never do such thing as regret).

A short introduction

A short introduction

 

 

Niubi  ! is abso-niubi-lutely hilar, and not in a gross stupid ha-ha way, because the author Eveline Chao conducted her research religiously and to the point of adding historical references, Chinese characters, pinyin pronunciation and even notes on regional slang differences. Don’t laugh, there is some serious work involved there. The book does carry some flaws that only a true connoisseur of Chinese language with sharp eyes would spot, but this only calls for a second edition. Would be fun for Eveline Chao to include some high-profile language specialists in the process for a brush-up. Just sayin’..

 

Available in any indecent bookstore or on Amazon here

 

PS According to China Smack, it did cause some controversy among Chinese netizens, if you have nothing else to do, read their comments