Partnerships between brands and television series are a tried and tested formula, and when the product effectively aligns with the core values and style of the series, can be a huge win for everyone involved. Estée Lauder’s partnership with Dragon TV’s Blossoms Shanghai, the new smash-hit series from renowned filmmaker Wong Kar-wai, has set the industry abuzz in China.
The backdrop of the series pays homage to fashion trends and styles of 90s Shanghai and pays meticulous attention to the essence of the city’s culture. As one of the series’ official sponsors, Estée Lauder skillfully integrates its brand and products within the world created.
Here are a few examples we love:
As one of the earliest beauty brands to enter the Chinese market, Estée Lauder’s products are still widely recognized as star products. This partnership as an official sponsor of Blossoms Shanghai marks Estée Lauder’s first sponsorship of a domestic TV series.
Launched in 1956, the Re-Nutriv Ultimate Lift Regenerating Youth Cream has a strong presence in the series, and in line with the series’ marketing campaign, the brand launched a new version, Re-Nutriv Ultimate Diamond Transformative Cream.
While Estée Lauder Group’s revenue experienced a year-on-year decline, according to the fiscal year 2023 report, the recent launch of the Blossoms Shanghai-inspired new product has helped propel the brand’s Re-Nutriv line into the top-selling category among similar products.
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