Through focus groups we realized that the young Chinese Women we needed to convince to try Laneige Water Sleeping Masks were embracing the very thing that aged their skin most; busy active lifestyles.

Rapid urbanization of China’s cities has given rise to a Chinese Millennial population aspiring to live in the moment spending more time at work building careers while also embracing life experiences. As a result, similar to their global counterparts, Chinese Millennials are finding it difficult to get the full night’s sleep they, and their skin, need due to these lifestyles that they are unwilling to give up.

Laneige set out to position itself as the Fairy Godmother to these “princesses” that want it all by giving them the solution needed to stay out late and experience life to its fullest while assured that their skin would shine refreshed the next day.

Laneige used beauty influencers as ambassadors throughout all communication starting with advertorials in leading publications to seed Laneige Water Sleeping Masks as the skin care treatment needed for beautiful skin.

From there, Laneige set out to give the princesses a Cinderella story night of their own. Laneige partnered with leading Chinese taxi service, DiDi, and surprised several lucky princesses as they ordered a taxi to start their night out. Instead, they were greeted by their chariot, a limousine complete with, beauty pampering, refreshments and most importantly her Prince Charming, one of her favorite key opinion leaders.

To brighten everyone’s experience, all participants were given a coupon download to try Laneige Water Sleep Masks and footage from the fairy tale night out was distributed as web videos across social and digital platforms. Chinese women around the country could see how Laneige was all Chinese princesses' Fairy Godmother.

The campaign was successful across key brand metrics and at getting people to consider the product as part of their beauty regimen.

The Laneige Water Sleeping Mask Limousine Program saw:

- Over 370K participants

- 1 out of 3 participants shared with their social network

- 24 million earned impressions were generated (valued at €1.2 million in media)

Helping the overall brand to achieve:

- 1.36 Million Coupon Downloads

- +65.8% Increase in Water Sleep Masks Sales

- +13% Increase In Brand Penetration

- +2% Increase In Overall Brand Awareness.