To mark the first year of sales of its new serum Visionnaire, Lancôme wanted to raise awareness of the product amongst female consumers. In response, famous upscale women’s media brands such as ELLE, Marie Claire and Psychologies Russia offered maximum visibility thanks to an interactive, emerging and integrated 360° media campaign. As a result, to create a buzz around the Visionnaire serum, they organised an online competition allowing users to participate in the campaign.

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4. To take part in the competition, users had to register on the ELLE, Marie Claire or Psychologies mini sites and then send in a photo of
themselves and an original slogan for the Lancôme campaign.
Users were invited to participate in the discussions
about beauty and self-care on the forum. They could
also receive advice from Lancôme experts.
Each brand created its own dedicated mini site to host the competition
with a description of the project, the registration process and information
regarding the Visionnaire product.

6. 1 advertorial in ELLE, Marie Claire
and Psychologies to announce the
competition
1 post-report advertorial in ELLE,
Marie Claire and Psychologies