THE WHAT? L’Oréal Paris has teamed up with famed Chinese hotpot restaurant Dian Tai Xiang to promote its long-wear make-up, according to a report published by The Drum.

THE DETAILS The French beauty brand’s Infallible Cushion is said to last the distance even over the steam of the popular Chinese dish.

The campaign, which starred several Chinese KOLs, was created by Mindshare China and disseminated in the main via lifestyle app Da Zhong Dian Ping as well as a pop-up photo booth at the restaurant itself.

“For L’Oréal Paris, media strategy is far more than just building exposure,” Catherine Li, Product Manager at L’Oréal Paris Makeup: Face Category told The Drum. “We take care to understand our consumers’ desires, as well as taking a keen eye to what’s trending amongst them. Once we identify these insights, it then becomes about smartly marrying the right platform coupled with the right content to connect with our audience. This allows us to not only further maximise campaign impact but also, achieve more meaningful engagement, which in turn, drives our overall brand image and sales.”

THE WHY? As social distancing restrictions are lifted across China, everyday concerns – such as make-up lasting the distance over a restaurant meal – are also back, or so says the 1.5 million women across China who engaged with the campaign not to mention the 30 percent sales growth L’Oréal enjoyed during the activation period.