Staff Reporters
Aug 19, 2019

Does the dictionary have a word for inexplicable cross-promotions?

L'Oreal-owned brand Yue Sai released a handbag that looks like a well-known dictionary, because...female empowerment. (No, we don't get it either.)

Does the dictionary have a word for inexplicable cross-promotions?

Yue Sai, a brand under L'Oréal’s luxury division, released a limited-edition package containing a bottle of lotion and a small handbag that looks like Xinhua Zidian, a dictionary that most Chinese pupils use in primary school.

The brand offered the set for RMB360 (US$51) via Weibo last week. The marketing surrounding the offer talks about exploring Chinese women’s power, and refers to the character “她” (She). The connection, apparently, is that "她" is a character that appears in the dictionary. 


Lack of logic hasn't stopped people from being enthusiastic about the bag. The offer, done in cooperation with The Commercial Press, caused 7000 people to pay deposits, even though only 5000 sets were available.

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“Every woman is a book," one user commented on the brand's post, not necessarily clearing things up. "The bag will become popular [hand-clapping emoji, cute emoji]."

Yue Sai, founded in 1992, is a traditional Chinese medicine cosmetics brand. It was acquired by L'Oréal in 2004.

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