HEY(Barbie)TEA does it again + things get heated for this Chinese brand + 2 brand collabs worth noting
A special roundup of campaigns we loved during the past month to inspire you 🪄
1. Lancôme x Louvre Museum
The Louvre Museum collaborated with Lancôme on a makeup and skincare collection named 'Beauty is an Art of Living,' which not only refreshed the brand's image on social media but also aligned with the current trend of young individuals pursuing high-end aesthetics.
This collaboration introduces a range of products, including eyeshadow palettes, lipsticks, and facial serums. The packaging showcases artwork from the Louvre, adding an artistic touch to the products. Lancôme actively shares collaboration content on the Xiaohongshu platform, catering to the preferences of the target consumer group. Additionally, they enlisted the support of various Chinese celebrities and beauty bloggers to promote the products.
The 'Lancôme x Louvre Art Night,' which premiered at the Shanghai Pudong Art Museum on November 22, garnered significant attention and media coverage. Within 24 hours, the event received over 50 million views on the Weibo platform.
2. HEYTEA x Barbie
HEYTEA achieved remarkable success with the launch of its co-branded product in Barbie Pink on October 30, exceeding expectations by selling over 1.15 million cups within the first 48 hours.
This achievement builds on the brand's prior successful collaboration with Fendi, underscoring HEYTEA's ability to seamlessly integrate with prevailing fashion trends. In a strategic move to bolster brand visibility, HEYTEA enlisted influencers on Xiaohongshu for promotional endeavors. Simultaneously, the company initiated Barbie Pink-themed UGC activities and photography competitions, aiming to deepen the brand's significance and resonance in the market.
Under the overarching theme of "Barbie Fans for Everyone," HEYTEA has curated a diverse array of collaborative activities, encouraging participants to revel in the joy of self-expression and embracing their authentic selves.
With the introduction of the new collaborative product, Barbie Pink Narcissus (芭比粉·水仙), HEYTEA unveiled limited-edition drink cups, paper bags, and other co-branded packaging materials featuring the signature Barbie pink theme color. Additionally, the release includes exclusive items such as badges and fragrance cards designed in tandem with Barbie's image, eliciting a heartfelt response from users and fostering a lasting connection to this timeless IP.
3. SKYPEOPLE: Exploring the Viability of Premium Pricing for Domestic Down Jackets
As winter unfolds, a striking topic has surfaced on Weibo: Domestic down jackets commanding a price of USD1000. On November 22, this discussion garnered over 300 million views.
Responding to the trending search on that day, the official Weibo account of SKYPEOPLE, the implicated brand, addressed the elevated pricing of their down jacket. They emphasized the use of superior materials and the investment of both time and resources in crafting a product of comparable quality to international brands such as Canada Goose and Moncler. The USD1000 price tag, according to SKYPEOPLE, reflects the inherent value and quality of their product.
Subsequently, leveraging follow-up reports from 236 media outlets and strategic collaborations with influencers, SKYPEOPLE, an emerging domestic down jacket brand established in 2022, expediently established itself as a high-end brand in the market. In contrast, Bosideng (established in 1976) only shifted its focus to mid-to-high-end products in 2018, a process spanning nearly 42 years.
While the short-term success of this rapid ascent to premium status is evident, there are long-term considerations. The approach, characterized by a swift elevation in market positioning, prompts contemplation due to its potential to overlook the patient cultivation of brand narratives and the creation of substantial added value for consumers, such as identity and emotional appeal. This disparity might explain the scarcity of widely recognized high-end brands in China, with only a few exceptions like Moutai, and the prevalence of brands that are merely high-priced rather than esteemed by the public.
4. Seesaw x Forever’s NINETEEN FORTY
Over the final weekend of November, Seesaw Coffee partnered with domestic bike brand Forever (永久)’s lifestyle branch NINETEEN FORTY (一九四零) to present a delightful urban cycling event infused with the rich aroma of coffee.
Participants were invited to engage in this experience for a nominal activity fee of USD 7.2, granting them the opportunity to explore NINETEEN FORTY's latest models, connect with fellow enthusiasts, and savor the delightful new cookie latte.
These congenial and down-to-earth offline activities undeniably injected a touch of warmth into the winter season. What better way to unwind after a week of work than basking in sunshine, relishing a cup of coffee, and embracing the freedom of cycling?