Maybelline unveils range for China market

The Watershine Pure lipstick range was produced by Maybelline’s new DMI unit, which conceptualises and develops new products, with Maybelline AOR McCann Erickson handling the creative strategy around the launch in collaboration with Gotham New York, another IPG company.

While the agency declined to comment on the unit, Media understands that the China DMI operation is believed to be the third such offering globally, following the establishment of similar set-ups in Paris and New York.

As a central part of the new campaign, which is expected to last for the next few months, Maybelline signed Olympic gold medallist in gymnastics Liu Xuan and Chinese TV anchor Chen Luyu, who join Shanghai-based supermodel Anna Wang in promoting the new range.

“Maybelline normally uses supermodels as its ambassadors, so this is a first for the brand in expanding to relate to a wider audience - young, Liu Xuan, and older, Chen Luyu,” said Barry Colman, group business director.

“It reflects the leadership that Maybelline commands in the China market as the number one cosmetics brand. Chinese women are looking for a more natural range of colours to complement their beauty at the moment — some are choosing not to use certain lipsticks because the colours are too sexy.”

The campaign is spearheaded by TV and involves a wide range of supporting media, including print, online, outdoor and POS.

Observers note it reflects a growing trend among international brands which are localising products for Chinese consumers.

In May, Wrigley unveiled its first China-developed gum called LangYi, a tactic which offered variants containing herbal extracts used in traditional Chinese medicine (Media, 30 May).