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Lancôme Asks: ”Who Loves Men?”

 

Posted on November 26, 2007
Astrid L’Her

 

This question was at the centre of a launching action for the anti-aging cream by Lancôme Men in March 2007 (we reported about it here) which targeted urban men of high purchasing power in nine European countries.

The teasing campaign lasted 12 days. Every morning internet users received an e-mail containing a mysterious question: Who knows what men want to master, hear, contemplate and feel? Every day they could visit the site who-loves-men and discover something new in form of pictures and widgets to download: a watch, an RSS feed, an MP3 player, an ITunes remote control, a weather report and an answer phone.

With the last picture entitled "conquer time” Lancôme reveals who is behind the campaign and redirects to the official Lancôme Men website.

The brand has also engaged the British actor Clive Owen to represent them.

After the teasing phase, a TV spot, billboards and promotion in shops are underway.


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