Since 2018, Mercury Creative has been the creative agency of record taking the Lancome brand to greater heights in terms of sales and consumer resonance.
What started out as a localisation effort for Lancome’s Genifique, was turned it into a monumental campaign, giving the global concept a unique and authentic local edge that was embraced by women in Singapore.
Strategic Direction - Real Stories for Real Women
Mercury Creative curated 3 influential, real local women to front the Genifique campaign – presenter Rosalyn Lee (Rozz), host Anita Kapoor, and Paralympian Swimmer Yip Pin Xiu. Their life mantra’s delivered via an authentic storytelling approach embodied the Lanome manifesto of staying true to yourself and shining from within, #LoveYourAge.
Creative Direction–Storyboarding & Video Production
Three inspiring short form videos, each uniquely created by the Mercury Creative team drove engagement across a mixed medium of print, social and digital channels.
Professional Photography Shoot & Product Shoot
Mercury Creative created and directed a series of commercial photography shoots to capture the realness of the women to reinforce the Genifique brand identity.
ROI Results
Total sell-out of franchise products
SG brand videos taken as global benchmark by L’oreal Global.
Videos were aired online and out-of-home billboards.
Earned media - Straits Times twice featured our local muse story of Paralympian Swimmer Yip Pin Xiu which was picked up in 70 cities globally.
4k likes and 11k views on single local muse social posts