Helena Rubinstein Units The Bar For Nostalgia Advertising and marketing

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Overview

L’Oréal-owned luxurious magnificence and skincare model Helena Rubinstein rolled out a sequence of campaigns in September in celebration of its one hundred and twentieth anniversary. Along with telling the story of the way it was based in 1902 and the revolution of its signature face cream, the label launched a brief video starring world ambassador Faye Wong that was produced by world-famous Chinese language movie director Wong Kar-wai. Alongside the digital initiatives, Helena Rubinstein kicked off a tour of pop-up exhibitions throughout China, with the primary going down in Hangzhou from September 15 to 21.

Netizens’ Response

The casting of the model marketing campaign has excited Chinese language audiences, particularly millennials who grew up with Hong Kong movies. Movies Chungking Specific and 2046 that includes the Cantopop queen and directed by Wong had been blockbusters within the Nineteen Nineties and 2000s, respectively. The marketing campaign video for Helena Rubinstein marks their first collaboration in 18 years. 

Named “Magnificence Past Time,” the one-minute movie spotlights the model’s iconic Re-plasty Age Restoration Cream. The teaser posted on Weibo on September 5 attracted 11.4 million views, with feedback expressing expectations of a comeback from the elusive star who not often engages in model partnerships.

For the reason that appointment of Faye Wong as world ambassador in 2019, the Polish magnificence model has steadily constructed its consciousness within the Chinese language market. Picture: Helena Rubinstein

Verdict

Nostalgia may be not solely about childhood reminiscence but additionally recreation. In Helena Rubinstein’s anniversary celebration, the label marries nostalgia advertising and movie star endorsement to maximise its social buzz, which has paid off. The basic music and movie works of the 53-year-old singer and actress have been branded within the recollections of many Chinese language millennials.

For the reason that appointment of Faye Wong as world ambassador in 2019, the Polish magnificence model has steadily constructed its consciousness within the Chinese language market. In contrast to different gamers scrambling for younger faces who can gas speedy social visitors, Helena Rubinstein as an alternative focuses on celebrities that may signify the model’s values and greatest convey the story its basic merchandise, which ensures the retention of its core prospects who’ve calls for for anti-aging. 

Nonetheless, a conservative movie star partnership strategy doesn’t imply overlooking the youthful demographics. In June, the sweetness veteran joined palms with native espresso chain model Method Espresso to launch a marketing campaign that celebrates youth, drawing inspiration from its hero skincare product, Powercell Skinmunity Serum. Although the collaboration didn’t characteristic any movie star endorsements, it drove substantial natural visitors on social media, due to the recognition of Method Espresso amongst younger shoppers. 

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