Campaign details

Brand: L'Oréal Paris
Brand owner: L'Oréal
Agency: Mindshare China
Country: China
Industries: Cosmetics, beauty aids
Media channels: Competitions & contests, Events & experiential, Merchandise & free gifts, Mobile & apps, Online display, Point-of-purchase, in-store, Search marketing, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

Face makeup is the biggest category within the makeup sector and L'Oréal Paris created Infallible Cushion, a compact face powder suitable for any occasion, to appeal to young, hip and trendy makeup-lovers in China.

Following the successful launch of the product a year ago, Infallible Cushion needed a boost to drive further resonance with young women and dial up its long-lasting face makeup superiority in every occasion.