CHINA. Prestige skincare brand DECORTÉ, owned by KOSÉ Corporation, has partnered with Globuy to launch the O2O ‘Globuy Reviewers’ campaign at the Rosewood Sanya Hotel.
Globuy and parent company TripurX are one of The Moodie Davitt Report’s leading content partners in China.
The Globuy Reviewers campaign launched on the latter’s WeChat Mini Program on 7 December. It recruits new customers to experience the DECORTÉ AQ Meliority Radiance Repair Foaming Face Wash through a sampling drive. It will run until 16 December.
The Globuyers Review campaign drives engagement and awareness by offering free product samples and trials. Afterwards, Globuy collects feedback from users and shares that data with the brand. More than 10,000 users requested for samples on the first day of the campaign. Participants also learned more about the brand and discovered related products on the campaign page on WeChat.
The campaign was boosted on Globuy’s social media channels, WeChat Mini Program, WeChat groups and via WeChat advertising.
On 10 December, Globuy helped produce a livestream highlighting DECORTÉ and SEKKISEI, another KOSÉ Corporation-owned skincare brand. The livestream was part of a wider broadcast of the cdf Haikou International Duty Free Shopping Complex and reached over five million views on Weibo and WeChat.
To extend the campaign’s reach offline, Globuy ran a gifting campaign at the Rosewood Sanya Hotel that treated hotel guests with samples of the DECORTÉ AQ Meliority Radiance Repair Foaming Face Wash.
Globuy is also running a DECORTÉ pop-up at the hotel following the theme, ‘Enjoy the Meliority Journey’.
The animation features a white arc design that mimics the smooth texture of the foaming facial wash and the silhouette of the AQ Meliority bottle. Visitors to the pop-up are encouraged to post about their visit on Chinese social media platform Red, to receive samples of the facial wash.
As reported, Globuy recently partnered with Shiseido-owned Elixir for the Globuy Reviewers campaign. Globuy said that the campaign has proven popular with brands who want to gain a deeper insight into Chinese consumer behaviours and perceptions.
The campaign pulls together a comprehensive customer insights database, allowing for effective CRM targeting and conversion.
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