The new Lancôme Advanced Génifique Launch Campaign

Campaign Overview
Lancôme’s Advanced Génifique is a globally best-selling anti-aging serum known for its powerful skin-repairing properties. In 2020, the brand introduced a scientific breakthrough microbiome science into the product’s formulation, positioning the serum as a pioneer in skin immunity, protection, and renewal. This innovation offered an exciting opportunity to reintroduce the product to both loyal and new consumers, especially younger skincare-conscious audiences.

My Approach
To maximize visibility and reinforce the product’s iconic status, I developed and led an integrated PR and influencer engagement plan that blended storytelling, experience-driven events, and strategic media relations. The approach was designed to excite influencers, secure impactful media coverage, and drive consumer curiosity both online and in-store.

Key strategic components included:

Influencer Engagement & Regional Exposure
Curated and led a PR trip to a regional Lancôme event in Singapore, inviting three top-tier influencers from Vietnam. They participated in exclusive product experiences and created high-quality inspirational video content that highlighted the microbiome innovation and their personal skin journeys with the new Advanced Génifique.
High-Impact Launch Events in Vietnam
Executed two national launch events in Hanoi and Ho Chi Minh City, each attracting over 100 key opinion leaders, beauty editors, and lifestyle media. These events featured immersive product zones, expert-led skincare sessions, and interactive experiences designed to deepen understanding of microbiome science in skincare.
Integrated Media & Digital Campaigns
Designed media kits and inspiration briefs that aligned with the new product positioning. Implemented a synchronized digital plan that encouraged online buzz, user-generated content, and store visits through exclusive event offers and limited-time product experiences.

Outcomes

Generated widespread media coverage across top-tier beauty and lifestyle outlets.
Secured over 200 influencer stories/posts across Instagram and Facebook within one month.
Strengthened product perception by linking science with lifestyle through visually engaging content.
Drove significant in-store traffic following event promotions and exclusive offers.
Contributed to the successful repositioning of Advanced Génifique among Vietnam’s emerging skincare generation.