BETC: Cosmetic brand, Marie Dalgar, inspires young creative Chinese women

The face of China is changing, and with it the faces of China. Chinese millennials are more creative and freer of the constraints of China’s cultural norms than their parents and grandparents.

BETC is helping Marie Dalgar to embed itself in this new spirit in the campaign for its 10 year anniversary. Marie Dalgar has become the leading Chinese make-up brand in China by constantly innovating. It was the first Chinese make-up brand to be sold in Sephora and is now expanding to South East Asia. Its ambition is to become one of the top make-up players worldwide, promoting a unique, freer, more creative vision of beauty.

BETC’s relationship with Marie Dalgar began almost at the brand’s beginning, starting with the design of its now iconic black square logo. The new campaign embodies the brand’s mission – to inspire and enable women to create and stage their unique beauty in a fun and free way.

Our campaign is a demonstration that thanks to Marie Dalgar, women can find the courage to dare, to be creative. Marie Dalgar put creativity within everyone’s reach,” commented Christophe Pradère, BETC Asia chief executive officer.

The campaign film features Chinese emerging model, Xie Chao Yu (解朝宇), the streets of Shanghai and a search for inspiration.

BETC Luxe creative director, Safia Bouyahia, commented, “Marie Dalgar inspires women to look differently at what is around them. At people, architecture, movements, textures… To see what others can’t see and turn it into beauty.”

Credits:

Agency: BETC

Creative Director BETC Luxe: Safia Bouyahia
Senior Art Director: Peggy Baunay
Copywriter (English: André Mazal
Copywriter (Chinese): Masa Cui

Chief executive Officer BETC Asia: Christophe Pradère
Business Director: Mathieu Roux
Account Executive: Mi Zhou

Head of strategic planning BETC Luxe: André Mazal
Strategic planner BETC Asia: Muzi Li
Head of global production: Karim Naceur
Producer: Slim Trabelsi