In early 2014, Max Factor’s eye makeup segment, its hero category, was showing continual decline in China. At the same time, Max Factor was preparing to launch a new product – Clump Defy Mascara. Our challenge was to drive awareness and sales of the new product while reigniting the Max Factor brand as a category leader.
We built an integrated mix of on- and off-line media, with celebrity endorsements, social buzz and an inspirational event. A press conference and concert with Shila brought traditional media outputs to the effort and garnered considerable attention from both the media and consumers.