L'Oréal pulls off illusion of V-shaped face for Chinese girls

Client: L'Oréal Professionnel

Agency: MRM McCann Shanghai

Market: China

Name of campaign: V Look styling service (小V脸造型服务)

Scope: Experiential events, WeChat, online microsite

Details:

In Asia, the popularity of the V-shaped face has become the third coveted aesthetic standard after big eyes and fair skin.

L'Oréal specially built a 'V Look salon' for the campaign while also signing South Korean celebrity Yoon Eun-hye (尹恩惠) as its first Asian spokesperson. The salon offers "V Look styling services", which are really a facial diagnosis and a hair trim that enable female consumers to experience an immediate, even if illusory, face-lift effect.

The entire marketing campaign will continue until the end of August.

From the press release:

"The traditional face-shaping methods are flawed in all aspects, and the new era of women needs to have more simple and effective ways to create their own perfect V face." 

Campaign Asia-Pacific's comments: 

At first glance, we thought that beauty marketing has hit a new low in China (by pandering to unrealistic notions of feminine aesthetics), but after considering that L'Oréal is in fact indirectly discouraging dangerous procedures like jaw bone surgery, a dye and a cut to accentuate the chin doesn't seem so bad.

Creative: Chen Liang 陈靓
Copywriting: Xuhua Li 许华丽
Art direction: Cai Quansen 蔡泉森
Account service team: Zangjing Yan, Song Xin Ran, Zhao Cen 臧晶艳、宋昕然、赵岑