Estee Lauder Launches Revival Lipstick for Qixi Festival
- Chaileedo Press
- Jul 9, 2022
- 3 min read
Estee Lauder launched a new Revival Lipstick for China's Qixi Festival. It is reported that this product is a tribute to its brand classic lipstick in 1984.
According to CHAILEEDO, the lipstick will be available for sale in all official Estee Lauder online channels from July 1, 2022 and in all official offline channels from July 15, 2022 simultaneously. With this new product launch, Estee Lauder has timely insight into the changing trends of current women's needs and established a deeper emotional and spiritual resonance between the brand and its users, thereby solidifying its position as a beacon in the industry.
On May 3, Estee Lauder Group released its results for the third quarter of the fiscal year 2022 (January 1 - March 31, 2022) reporting net sales of $4.25 billion, up 10% year-over-year. The Group reported net sales of $4.25 billion, an increase of 10% year-on-year.
By region, Estee Lauder Group's performance declined only in Asia Pacific during the reporting period achieving net sales of $1.203 billion, down 4% year-on-year. For the performance decline in Asia Pacific market, Estee Lauder explained that due to the epidemic in many provinces in China during the reporting period. East China and other places were severely affected by the epidemic. Regional traffic and logistics transportation was poor and net sales of brick-and-mortar stores dropped, which in turn led to a decline in overall net sales of the Group. However, Estee Lauder still achieved double-digit growth in China online offsetting part of the decline in physical stores. In the just-passed Chinese 618 Shopping Festival, Estee Lauder ranked second in the top 20 list of beauty store sales. During the pre-sale period of this festival, Estee Lauder exceeded over 100 million yuan($15 million).
The Qixi Festival, a traditional Chinese holiday, is valued by many major international brands. For example, Lancôme launched the Qixi Festival lipstick gift box specifically for the Chinese market not long ago. Nars also launched the 2022 Qixi Festival limited gift box, which includes a variety of classic blush and lip cream.
Last year, Estee Lauder teamed up with SHUSHUTONG, an independent designer brand, to launch a limited edition set with SHUSHUTONG's classic floral motifs, including lipsticks, makeup-holding air cushions and an eyeshadow palette. For last year's marketing for Qixi Festival, Estee Lauder targeted Weibo, where celebrities and KOLs gather and followers interaction rates are high, as the main marketing place. Based on the strong follower community attributes of the Weibo platform, Estee Lauder adopted a top-down multiple approach to gradually accumulate user attention and attract traffic. It finally achieved double growth of brand voice and sales. The Weibo hashtag #Estée Lauder Qixi Festival Limited has reached 71,627,000 views and exceeded 396,000 discussions. The cumulative sales of the gift box in its flagship store on the Chinese e-commerce platform Tmall and JD have exceeded 10,000 units.
The data shows that the sales of Qixi Festival have surpassed Valentine's Day and May 20, becoming the most obvious festival to soar the "gift economy". In the past few years of Qixi Festival marketing activities, various international brands as well as Chinese brands have also made every effort. From 2019 to last year, Chanel has invited Chinese actors Liu Wen and Jing Boran to shoot a Qixi Festival blockbuster for 3 consecutive years to discuss what love is. Florasis combined the form of leather-silhouette show(a Chinese traditional art) to launch an animated short film Zhang Chang Painted Eyebrows for His Wife to tell the story of love in ancient China. In a way, the video can carry more information and reflect the brand's attitude more intuitively. Brands also love to use this way to combine products, festivals, brand culture and values together. During Qixi Festival in 2019, Tiffany launched the first WeChat limited-time boutique in China and put advertising on Moment of Wechat. With the forwarding among Wechat to form social fission, more than 200 products were quickly sold out.
This year, Estee Lauder has once again stepped up its Qixi Festival marketing, which may reflect the brand's quest for short-term growth but also aim to build long-term brand influence.
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