The Social Edition is our weekly series that delves deep into luxury initiatives in the social media landscape in China. Each week, we highlight brand campaigns running on Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.
Our coverage highlights global luxury brands, global beauty brands and local Chinese brands. The latter provides an overview of some of China’s most successful campaigns, which often come from local actors and are outside the beauty and fashion space.
In this week’s roundup, we take a look at three campaigns, including the ‘Trees’ exhibition recently unveiled by the Cartier Contemporary Art Foundation, the C-beauty brand pop-up store INTO YOU, and the Lemaire installation project. at Dover Street Market Beijing.
Cartier touts sustainability through art exhibition
CATEGORY Luxury jewelry
PLATFORMS Weibo, WeChat
WAY Short video, live broadcast, offline exhibition
The Cartier Foundation for Contemporary Art unveils an exhibition entitled “Trees” in collaboration with the Shanghai Art power station, from July 9 to October 10. The exhibition focuses on one of the world’s oldest creatures (trees, of course) to chart three narratives – scientific knowledge, aesthetics, and ecological tragedy – and features over 200 multidisciplinary works of art. of 30 artists from all over the world. During the opening event on July 8, a panel discussion was broadcast live via Cartier’s Weibo and WeChat accounts. Cartier has also launched a mini WeChat program where visitors can purchase tickets, explore artist biographies, and make reservations for public programs.
REACTION FROM INTERNET USERS
The #MyTree and #TreeExhibition campaign hashtags have so far garnered 11 million views on Weibo. And while the event didn’t generate exceptional traffic on Cartier’s social media, the exhibition announcement posted by the Shanghai Power Station of Art sparked organic engagement among its followers. WeChat users commented on their expectations for the exhibition and its upcoming public education programs, such as lectures, screenings and workshops.
Thanks to the support of the Fondation Cartier pour l’art contemporain à l’art contemporain, Cartier has made cultural integrity part of its brand image. The recently launched exhibition, which takes a cultural approach to sustainability discourses, will educate visitors on many areas of environmental protection and how the brand is dedicated to supporting global artistic communities. Still, there is room for Cartier to improve awareness of the exhibition in China’s social arena.
The C-beauty INTO YOU brand strengthens its offline touchpoints
MARK IN YOU
WAY Image, short video, offline pop-up
FEATURED TALENTS Meng Jia (8 million Weibo subscribers)
C-beauty brand INTO YOU will be opening a new offline pop-up store called Flower Garden of Eden at Shang Raffles City Mall from July 10-20. Young idol and brand ambassador Meng Jia will visit the store on July 13 to celebrate the opening. Decorated in white and light pink with exquisite floral elements, the store will showcase a full range of products, with a particular focus on the brand’s hero lip products.
REACTION FROM INTERNET USERS
INTO YOU has grown in popularity among Chinese beauty buyers, with over 10,000 relevant posts on Little Red Book. The pop-up store, which provides consumers with a physical point of contact with the brand through e-commerce channels, will attract brand followers to the site, as will brand ambassador Meng Jia. The 15-second video teaser featuring Meng generated over 38,500 views on Weibo – a substantial number for an official account with just 36,803 subscribers.
This emerging C-beauty label, specializing in lip products, has seen strong growth over the past year. At the 618 shopping festival 2020, its sales topped $ 5.41 million (RMB 35 million), of which sales of its popular lip mud products reached $ 3.09 million (20 million). Meanwhile, the brand completed an angel fundraising round, jointly provided by Fosun Ruizheng Capital and Sands River Ventures, valued at $ 4.6 million (RMB 30 million) in the first quarter of 2021. This financial injection, as well as the upcoming pop-up store of the brand, are they an indicator of further offline expansion?
Lemaire teams up with Chinese artist at Dover Street market in Beijing
MARK The mayor
CATEGORY Luxury fashion
WAY Pop-up public installation
French designer label Lemaire collaborated with Chinese artist Lin Yan to unveil a pop-up public installation at Elephant Space in Dover Street Market in Beijing on July 2. The project, “Lin Yan – LEMAIRE: Beijing Gateway”, is inspired by Lin’s investigation of Xuan paper (a type of paper often used by practitioners of Chinese calligraphy and painting) and is in line with the brand’s DNA and its AW21 collection exploring the notions of second skin and clothing as a perfectly proportioned refuge.
REACTION FROM INTERNET USERS
Although Lemaire hasn’t established any official social channels in China, the brand has a decent notoriety among local fashion enthusiasts, with more than 10,000 posts on Little Red Book. The launch of the pop-up installation, announced by local media such as NYLON_CHINA, NOWRE and Bella magazine, received positive reactions from internet users. Many said the layered textures and simplistic colors of the installation echoed the brand’s DNA.
Lemaire’s partnership with Lin Yan is an indicator that the brand is eyeing the Chinese market more. Instead of tapping into the vast Chinese social scene, the brand chose to roll out a creative project at the popular Dover Street Market, the ultimate shopping destination known for its cutting-edge visual merchandising. This agile approach helps Lemaire maintain its notoriety and relevance to its main customers. And as an increasingly recognized brand, from its catwalk presentations to flagship products, Lemaire’s expansion into China looks to be a promising start.