Max Factor

The Challenge

In early 2014, Max Factor’s eye makeup segment, its hero category, was showing continual decline in China. At the same time, Max Factor was preparing to launch a new product – Clump Defy Mascara. Our challenge was to drive awareness and sales of the new product while reigniting the Max Factor brand as a category leader.

Our Approach

We built an integrated mix of on- and off-line media, with celebrity endorsements, social buzz and an inspirational event. A press conference and concert with Shila brought traditional media outputs to the effort and garnered considerable attention from both the media and consumers.

The Results

Within one month of its launch, Clump Defy became Max Factor’s number one mascara. It helped the brand dominate market share reaching a historic high of 19%, up 6.3 points vs. the year prior. The campaign generated over 3 million social buzz and over 21 million impressions. Also, Max Factor and Clump Defy reached number one in both search index and among fans with 54,856 new followers. The Shila Eye Glamor Concert became the talk of the town generating 315,000 social buzz volume and over 8 million impressions on Weibo. As a result, distributor sales volume rose an impressive 143%.