L’Oréal’s New Cleansing Oil

L’Oréal invited 12 KOLs, including @-水蛋蛋- and @无罪inGu, to participate in the promotional campaign for its newly released cleansing oil.

Campaign analysis:

• The KOLs mentioned the cleansing oil’s formulation and their subjective experience with the product. Focusing on a new product’s formulation is quite common. Brands like Shiseido and Tahitian gardenia will often have KOLs mention formulation in campaigns.
• . All participating Weibo KOLs included a GIF in their posts. Most KOLs will not charge extra for GIFs included in images and text posts. So, brands can amplify the richness of KOLs content by requesting GIFs.
• . The KOLs that participated in the campaign had a strong affinity for the skincare and had a minimum of a 75% active fan base.