Welcome to the Digital Marketing Inner Circle

When Philip took on the challenge of social media in China for LOreal, he inherited lancome.com.cn, which he humorously described as a “museum” with only 3000 registered users, some mini sites with only 27,000 visitors, and the Rosebeauty bbs with only 250 posters and 7,000 posts. Little did he know then the spectacular success Rosebeauty would soon become! Philippe began by working to understand what people were saying about Lancome. By analyzing the online buzz about the brand, he and his team discovered a poem written about the brand by a Lancome consumer. They wanted to meet the lady who wrote the poem but couldn't find her.

So they decided to create an event to ask netizens to help them find the enthusiastic poet. The response was incredible. They attracted 100,000 registered participants. Building on this success, they started doing more events and in 2008 created an Olympic invitational event for women, which got 200,000 registered participants. Since then they have had even greater success, e.g. “Magnifique Women” – with over 200,000 participants, Virtual gift sending with 2 million gifts sent as part of the  "Valentines Magnifique" campaign. For the relaunch of Hydra Zen , they had 1 million registered participants, and 6 million votes for the most beautiful skin in China. Every event is now contextualized in the Rosebeauty bbs, and that is also where they focus their buzz monitoring.