Reuter Review: May 2020

Online-Offline events, Tmall store launches and Instagram Lives were all back on the calendar in May:

Live events are back on the calendar in China. & Other Stories unleashed their charm in an event that saw KOL livestreaming and on-site scan-ability through to the brand’s Tmall store page. The event included more interactive O2O highlights from photo booths to stylists.

H&M Group's Nordic lifestyle brand ARKET is building their digital community via their new WeChat and Weibo accounts, as the brand prepares to open a digital flagship store on Alibaba Group’s B2C e-commerce platform Tmall this autumn. The new online store represents the brand’s first expansion outside of Europe and will introduce ARKET’s collections of modern Nordic lifestyle to the Chinese audience.

Canada Goose used the Spring season as a springboard to spread optimism and new beginnings, with its China Blossoms activation at its Shanghai and Shenyang stores. With a Spring feel and floral design workshops, customers got involved with the brand’s positive outlook and with a feel of the great outdoors.

To launch the 2nd collection of Marimekko Kioski, the brand took a localised approach to communicate with China’s young generations. The social campaign ”Living, not pretending” showed collaborations with young creative influencers across China’s digital platforms.

To celebrate and Star Wars and ‘May the 4th be with you’ fandom, a variety of parent, entertainment and lifestyle KOLs joined the campaign to drive traffic to the online collection, with over 3.5 million views seen on social media.

A new social campaign named #WhittardTopTaster took place on both WeChat and Weibo in six different phases. Whittard’s fans took the campaign and ran with it, generating discussions on both platforms about their favourite tea moments.

Circle DNA's 'Project Screen' COVID-19 test is a Physician and WHO-recommended RT-PCR lab test that you can do in the comfort of your own home. The results will tell you if you are positive or negative for COVID-19 "with an analytical accuracy of 99.9%, based on validated studies by the National Health Commission and the US FDA". Chinese health & lifestyle influencers spread the message of this vital non-profit campaign on TV and social media.

To announce the brand's Tmall store launch, Too Faced held a Tmall Launch and 520 Campaign. Too Faced founder, Jerrod Blandino was live in a video link with famous influencer Austin/Li Jiaqi AKA the King of Lipstick, who introduced and recommended signature products. More beauty influencers took part in the launch to spread brand engagement on social media with diverse followers.

Korean brand The Face Shop spoke to their Chinese fans who love Korean soap dramas. So beloved are K-dramas that China has a specific app for Korean TV programmes – a series of specifically-timed adverts ran on the app, with viewers watching a promotional video as soon as they open the app.

Rituals held a 520 campaign that collaborated with influencers from distinct categories of celebrity, beauty, skincare-specialists and lifestyle, throughout WeChat, Weibo and Red. These all drove traffic to the brand's Tmall store, specifically for 520 gifting.

The Luxury Conversation was live on Instagram at The Upper House Hong Kong, with our Founding Partner Chloé Reuter moderating a discussion about learnings and lessons from luxury's recovery in China, with Brendan Coolidge Monaghan, Chief Commercial Officer, Tatler Asia, Alain Li, Regional Chief Executive, Asia Pacific at Richemont and Toby Smith, Managing Director, Swire Hotels.

Look out for the next live sessions on The Luxury Conversation.

For more regular news and updates, find us on LinkedIn and Instagram.

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