Guerlain launched a new perfume “Bloom of Rose” inspired by muse Angelina Jolie, concurrently selling a Double Seventh Festival (Qixi) limited edition gift box. The brand’s first male spokesperson @杨洋 posed in a photoshoot for the new product. @Kakakaoo-, @程晓玥YvonneChing, @皮诺曹儿 and other KOLs blogged to promote the gift box. @深夜徐老师 and @摄影师裤子 were invited to participate in the global launch of “Bloom of Rose” in Paris, with Angelina Jolie making a special guest appearance. Weibo hashtag #玫瑰人生，花样绽放# tracked over 19M views. It is worth mentioning that Weibo top-tier KOL @Nicoleju_ replaced traditional content with a 41-second short video to narrate a story with music and visuals – a fresh and personal interpretation of “Bloom of Rose”. The engagement rate of this post was as high as 0.5%. Comparatively, the average engagement rate for a top-tier Weibo KOL was only 0.09% in Q3/2019, according to PARKLU’s database.
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