Lancôme Women’s Day Campaign

Lancôme Women’s Day Campaign was an event celebrating International Women’s Day. It belongs to the topic that is marketing communication or corporate communication. This event contained three activities in total. The event was free of charge. The first activity was “The Unique Moment” Art Gallery, starting from 2nd March to 8th March, 2015. The second activity was “Capture Your Unique Beauty” Truck Promotion, starting from 6th March to 8th March, 2015. The last activity was Rose Tribute, which was on 8th March, 2015 (Lancôme, 2015).

Target audience

The target audience of the event is females. Lancôme is a luxury cosmetics brand. It targeted mature women mainly, who are 35 years old or above. The reason why is the International Women’s Day is paying the tribute to women’s contributions. It is supposed that women who are 35 years old or above contributed to the society more than younger women. Besides the working ladies, there are many greatest mothers. They take care of their children and family members and do plenty of housework at the same time.

The target audience could be never married, married, separated or divorced. The married women could be working in the society and a housewife at the same time. Since there are many working mothers who have to work and take care of family members simultaneously. The separated and divorced women may have children. It is difficult to them to bring up a child alone. They should be admired.

Lancôme targets the medium or above income women because its products are premium. The occupations of them mostly are office ladies. They may pursue enjoyment and beauty. However, the event was free of charge and mainly wanted to celebrate the International Women’s Day. All pretty women were welcomed to the event, especially working women and housewives since they are the key target audience.

Long-term and short-term objectives

There are two long-term objectives. The most important one is to promote the brand to more women. Lancôme is focusing on mature women mostly now. It wants to promote its brand to younger women through the event. It is developing a range of new products for the young consumer to build a younger market. From the event, it increased its reputation among young women. The second one is to share a value which is to respect women. With the main purpose, celebrating the International Women’s Day, the event depicts the women should be respected because of their enormous contributions. In this sexual equal generation, women pay many efforts to engage more in the community and spend lots of time in the family. After the event, it wants to share this value with people.

The short-term objectives can be seen obviously. The main objective is to show the highest respect to all Hong Kong women. With the rapid social development and social values changed, women in this generation are different from the past. They contributed a lot, not only to their families but to the community as well. It shows the respect for women’s contributions. The second objective is to capture woman’s beautiful and unique moment. The pretty appearance of women will fade away with ages but they are beautiful no matter how old they are. Time and ages keep going. The only way to keep the beautiful moment is taking photos. There was a photo-taking corner in the gallery to let ladies take a photo with their families or friends to capture an unforgettable moment and share the happiness with others (LemonXL, 2015).

Types of event

This event is a special event since it is celebrating the International Women’s Day. There are two categories including in the event, that are art and marketing. The art gallery displayed three fashionable ladies’ beautiful moment. They provided the photo-taking corner for other women to capture their beautiful moments. For promotion, there was a truck being driven to different districts in Hong Kong to provide simple lips make up to all ladies. Also distributing roses in their stores was another promotion of Lancôme.

7Cs’ effectiveness

Credibility

Lancôme is a French cosmetics brand, which makes consumers think it is elegant. In the cosmetics industry, it is a luxury brand. It contains a variety of products with a luxury and beautiful package. It was its 80th anniversary in 2015. The products are high quality and with a premium price. Therefore it is a trustworthy brand among mature female consumers. It is developing the younger consumers market currently.

Context

In Hong Kong, more ladies concern more about their appearance and their skin care. Beauty is gradually increasing women’s interests and attention. There was a general trend developed in the society. For the working women, they usually make up when they go to work. For the housewives, they will also makeup but less than the working women. Simply because they have to take care of their family members and do plenty of housework. They have an unnecessary to make up at home. However, they may care more about their skins. With the contribution for the family, they have put many efforts on it. It may lead to a health problem and thus the wrinkles come out. With the increasing concern, Hong Kong women will pay attention to beauty information and its trend.

Content

With the changes of the society, many women, both single and married women, work. Their contributions to the society have increased. Men and women are equally treated nowadays. Therefore, they are deserved to be respected. One objective of this event is to show the highest respect for