Elizabeth Arden is a well-known and trusted American skin care brand, but they were having difficulty reaching the Chinese Canadian market.  They turned to AVcommunications for help. Using deep knowledge and their experience marketing to this community, AV found non-traditional ways to engage this new audience and won multiple industry awards along the way.

The Ask

Elizabeth Arden wanted to increase brand awareness of its Skin Illuminating Line among Chinese Canadians, who have an affinity for its European and Asian competitors.

The Audience

3 segments of Chinese Canadian women: the Achiever, the Fashionista, and the Settler, 24-60 years old.

The AV Answer

AVcommunications created “The Beauty Channel,” an unbranded microsite that became the new sandbox for beauty, skincare and lifestyle content for Chinese Canadian women. Chinese markets are convinced by hard facts, so we ensured the channel was as informative as it was engaging. The content of The Beauty Channel was written and curated by 2 Chinese beauty editors from 2 trusted publications, adding a voice of authority to the content.
The channel highlighted Elizabeth Arden’s proven effectiveness through real women’s experiences with the product. We invited 3 Chinese women—each from a different identified segment: the Achiever, the Fashionista and the Settler– to use the Skin Illuminating Skincare Line every day for 6 weeks then share their journey, feedback, and results online.

The Awards

NAMIC Excellence in Multicultural Marketing Awards (EMMA) 2017
1st Place, Marketing Tactics: Digital
1st Place, Marketing Tactics: Experiential Marketing
Marketing Magazine Award 2017
Bronze
Multicultural Marketing, Online
Summit Creative Award 2017
Bronze, Product/Services Marketing
Bronze, Engagement Experiential
Summit Marketing Effectiveness Award 2017
Platinum, Online Advertising and Marketing
Elizabeth Arden, “The Beauty Channel”