Biotherm launches “Evermoist CC Cushion” with 133SH China featuring fitness idol Eddie Peng

In collaboration with Publicis Worldwide’s 133SH, Biotherm launched its new Evermoist CC Cushion, the first skincare-level CC cushion that overturns the traditional “makeup contributes to skin dehydration” perception. To communicate Biotherm’s brand spirit “live more” and the product’s key benefit – hydration, 133SH developed a two-month digital campaign named “Miss Glow Hunt” and featured Eddie Peng to engage with its young, energetic, confident, and daring target audiences.

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Originated from France, Biotherm offers a complete range of skincare for all types of skin. The new Evermoist CC Cushion contains the brand’s signature Life Plankton that gives consumers an unbeatable, radiating moist glow with full coverage.

Understanding target audiences’ pursuits of “perfect glow on the face and the same glow in life”, 133SH engaged national lifestyle and fitness idol Eddie Peng to interact and celebrate the spirit of “live more and live beautifully”, with target audiences aged 18-25.

Caroline Grout de Beaufort, Executive Creative Director and Jeanne Guillet, Executive Director of 133SH commented, “133SH offers integrated marketing solutions combining the French know-how and strong local insights to premium and luxury brands. The ‘Miss Glow Hunt’ campaign not only has created strong social buzz and awareness for Biotherm’s new Evermoist CC Cushion but also led to measurable results that support the client’s business objectives.”

Credits –

Production: P.I.G.