When it comes to targeting millennial and Gen Z consumers, brands in China often use young celebrities and influencers who are peers of the target demographic. However, fashion magazine Marie Claire China‘s recent campaign aims to demonstrate the power of more mature, silver generation influencers.
Over the weekend, a fire was ignited on China’s social media by a WeChat post from Marie Claire published on August 10. The article introduces eight elder socialites with Chinese heritage, who are featured in the magazine’s upcoming September issue. In less than 72 hours since its release, the post has exceeded 600,000 views, according to Marie Claire China, and been liked by nearly 5,000 readers – an extraordinary record set for the Chinese fashion magazine publishers.
The eight personalities – whose average age is over 80 years old – were chosen due to lifetime achievements in their respective fields. Each of them, dressed in an array of luxury fashion labels including Bvlgari (the campaign’s official partner), Christian Dior, Chanel, and Celine, have made rare public appearances to discuss their personal stories.
The editorial concept has stirred up a highly positive response on the online Chinese community. Many readers agree that these influencers are role models to today’s youth, and that the stars’ ageless beauty, style, and independent spirit should inspire future generations.
One Weibo user “Hongcai sister” wrote, “Every influencer is so fabulous. Besides their achievements, all of them are so elegant and confident at their age. I hope I will be like them when I am older.”
“A must-buy issue. Marie Claire is awesome,” said fellow user “ElevenAnn”, endorsing the magazine’s bold move to revamp its offerings for an ever-demanding millennial audience in China.