China cosmetics brand in ultimate protection TV sell

<P>CHINA: L'Oréal China has moved to beat the heat and the sun this summer, with a new campaign for its Mini-nurse Professional UV range of products. </P> <P><BR>Focusing on the brand's core benefits of UV protection, its skin whitening action during the day and intensive hydrating action at night, the campaign was developed by Publicis China. </P> <P><BR>Led by TV nationally and supported with POS collaterals, the initiative is targeted at young women between the ages of 18 and 25, who are described as pragmatic and value-for-money oriented, according to Peter Oesch, group account director, Publicis Shanghai.</P> <P><BR>"The TVC illustrates the way the product set works via an analogy: day and night cream work together (like a team does) to give the consumer the ultimate protection," said Oesch. </P> <P><BR>"Likewise, the Mininurse girl and her friend can only win if they play volleyball together as a team." </P> <P><BR>Oesch said the Mininurse push would effectively communicate to consumers the brand's leadership in the category, adding that it is the first brand to offer a complete UV protection story.</P> <P><BR>The campaign is aimed at heading off competition from a number of local skincare brands, including Cathy (Arche), Tjoy and Dr Li, which are all priced in the Rmb 15 to 40 (US$2 to $5) range.</P> <P><BR>Media planning and buying is being handled by Zenith-Optimedia and MindShare.</P>