Mindshare & L’Occitane Power Lingxi RED Certification

To better meet the marketing demands of multiple brands, RED has recently launched the "Xinxi Plan" for commercialization by first inviting several agencies to pilot test  "RED Lingxi", a new data analysis platform, and then rolling out new product marketing solutions during the 618 period for brands across industries. After strict assessment and selection, RED ultimately certified just five agencies as the first batch of "Lingxi Marketing Science Agencies". 

As one of the three major agencies, Mindshare has actively participated in the "Xinxi Plan" and successfully obtained the certification in collaboration with many beauty and skincare clients. 

Specifically, Mindshare’s Performance Strategy and Operation Team demonstrated strong data analysis and insight flair throughout the project. Based on clients’ different media goals, the team thoroughly applied Lingxi's core functions consisting of "market opportunities", "search insights", and "content insights" to better comprehend category trends, capture consumer demands, and explore growth opportunities, achieving remarkable improvements in the 618 campaign for numerous clients. 

For L’Occitane, Mindshare launched several successful campaigns under the “Xinxi Plan”: 

The “L’Occitane Dry Shampoo Mist and Shampoo 618 Campaign” managed to enhance the brand’s awareness and penetration on RED by conquering the dry shampoo mist category first and then cleverly leveraging that space to expand into the competitive shampoo category.  

The “L’Occitane 618 Hand Cream Campaign” connected L’Occitane’s hand cream to the growing interest in the graduation gifting occasion in summer to boost traffic and sales during the product’s low season. 

The “L’Occitane Bath Oil Campaign” helped the brand expand the niche category of bath oil by building strong relevance for the product in a larger adjacent category, significantly boosting brand penetration as a result. 

Commenting on the success of L'Occitane campaigns, L'Occitane's Group Product Manager said: "We are pleased to have the opportunity to establish best-in-class practices for the industry with Mindshare and RED together. Mindshare has proven instrumental in achieving our marketing goals and we look forward to continued success together."

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