When you think of video games, lipstick might not be the first thing to come to mind. But one brand managed to connect the dots between a surging lipstick trend in China and its gamers—a demographic that dwarfs the total U.S. population.
Ariane Turley, Senior Principal for APAC Advisory at Gartner For Marketers, outlines the steps taken by MAC Cosmetics in China to promote a video game-themed lipstick line through everything from Tencent’s array of mobile apps, to a popular Chinese idol group—all in an effort to own the competition.
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