THE IDEA:

Indulge In The Line-efficacing Potency Of Caviar, Tonight And Beyond.

La Prairie’s Skin Caviar Nighttime Oil is a newly added item to the signature Skin Caviar collection. Brand celebrated the launch with a series of activations from online to offline for maximal impact.

STRATEGY & EXECUTION

To celebrate the launch, a series of activations were hosted from pre-buzz, official launch and to the launch event of “Cobalt Night”.

As first wave of pre-buzz, cans of caviar and Michelin-starred recipe were delivered to influencers to enjoy a caviar master class. And the trend was sustained by another wave of pre-buzz having digital content creators to collaborate and present the product in an aesthetic way.

The event was a finale of the launch campaign where a digital art piece “Sense of Blue” was transported to Hong Kong from Art Basel Basel for exhibition. Media guests, influencers and MUA were invited to appreciate the art piece and enjoy the event journey immersing into the “Cobalt Night”.