Publicis China created the relaunch campaign. "The objective of this campaign is primarily to project to the consumer that Mini Nurse has changed -- it's refreshed and revitalised as a brand," said the agency's chief executive officer Neil Hardwick.
The relaunch -- centred around two new products, Fresh moisturiser and Light skin whitener -- broke with a 10-page glossy ad in Chinese women and lifestyle magazines. It is based on an ice theme to highlight the brand's natural ingredients.
Hardwick said the 10-page execution was necessary to explain and clarify the involvement of L'Oreal's Laboratory Garnier. "We needed to explain to people that this is a whole new phase in the delivery of the brand. What is new is that Mini Nurse has the experience and backing of Laboratory Garnier."
Mini Nurse is a top three skincare brand in China and has a five per cent market share. Hardwick said Mini Nurse would account for about eight per cent of the agency's China business this year.
Research company Sinomonitor International has forecast that China's cosmetic sales will reach Rmb 80 billion by 2010, growing at an annual rate of 15 per cent.
New L'Oreal label touts Laboratory Garnier back-up
Chinese actress Tong Sun Jie is fronting a campaign to relaunch Mini Nurse, which was acquired by L'Oreal in December last year.