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Lancôme
Case Study

Shifting consumer expectations, changing sources of influence and the rise of the dupe economy.

94%

Agreed the content contained new information (a Kantar/NCA record for this metric)

93%

Agreed the content was a good fit with the site 

+25%

Aided brand awareness
Average across 3 content pieces (55% C vs 69% E)

+45%

Aided brand awareness
Best performing content piece (55% C vs 80% E)

+42%

Aided brand awareness
Average for W25-54 occasional skin care researchers (45% C vs 64% E)

The Challenge

Shifting consumer expectations, changing sources of influence and the rise of the dupe economy has put increased pressure on legacy luxury cosmetic brands. Lancôme identified this and set out to prove their premium beyond the price tag.

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The Insight
As the authoritative voice of luxury fashion and lifestyle, Vogue holds a unique position of influence. Through informative content produced and distributed by Vogue, Lancôme saw an opportunity to re-establish their standing as the leaders in premium cosmetics.
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The Idea
By partnering with Vogue, Lancôme aimed to reinforce themselves as the premium skincare option for the discerning luxury consumer.
Focusing on education and events this content series set out to inspire and inform our audience, driving awareness for the Absolue range and empowering consumers to take action.

“This campaign is a great demonstration of two iconic brands aligning on both shared values and visual messaging, and achieving powerful cut-through with compelling content.”

Jessica Montague | Executive Editor, Vogue Australia

Products used:

  • Immersive Native

  • Standard Native

  • Article Refresh

  • Print

  • Social - TikTok and Instagram

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Print

Digital Articles

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Standard Native and Social Amplification:

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94%

Agreed the content contained new information (a Kantar/NCA record for this metric)

93%

Agreed the content was a good fit with the site 

+25%

Aided brand awareness
Average across 3 content pieces (55% C vs 69% E)

+45%

Aided brand awareness
Best performing content piece (55% C vs 80% E)

+42%

Aided brand awareness
Average for W25-54 occasional skin care researchers (45% C vs 64% E)

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