logo LMI 2018 MazarineAsiaPacifique


Clarins celebrates Chinese New Year with Mazarine. For the past 2 years, the TV, print, OOH, retail, social and digital campaigns, have been massively deployed in Asia.

Clarins has entrusted Mazarine with the design and implementation of its first campaign specially designed for the Chinese New Year. The skin care products' campaign focuses on the relationship between embroidery, the spearhead of traditional Chinese craftsmanship, and Clarins' expertise and creativity.


A modern twist on the visual codes of the Chinese New Year, focused on enchantment in a fairy-tale visual universe.

Continuing the narrative thread of the previous campaign, the campaign highlights a Chinese Cultural specificity which echoes the expertise and know-how of the brand Clarins.


Using Chinese imagery and the typical Parisian references, the campaign’s main character this year is the new Asian brand ambassador, Dilireba. The latter transforms the 21 natural ingredients of the Double Serum into Gold by simply touching them: a reference to the Chinese proverb 点石成金 “touch the stone and transform it into gold” or “make the ordinary exceptional”, which expresses the power and the preciousness of this limited edition packaging.