Bearbrick alert! New kid on the block!
French beauty brand Lancôme recently teamed up with collectible art toy brand Medicom Toy for a new Bearbrick figure. This fun-filled campaign is aimed at young Chinese consumers. Lancôme is a French luxury perfume and cosmetics house. Lancôme is part of the L’Oréal Luxury Products division, which is its parent company and offers luxury skincare, fragrances, and makeup at higher-end prices.
This Lancome x Medicom Toy collaboration incorporates a white Bearbrick with sketches of hearts and Lancôme’s iconic rose made in purple lipstick. Pretty cool, right?
Beneath the slogan “Name me blissful”, the sweetness model launched 3 joint present bins and invited international spokesperson Lily Collins in addition to well-known Chinese language celebrities together with singers Wang Ziyi, NINEONE, Vinida, and dancer Kyoka to showcase the merchandise and new Bearbrick figure on social media.
Funny thing is, on Weibo, the hashtag for the collaboration collected over 61 million views. In accordance with JingDaily, this was partly resulting from some netizens misreading “Bearbrick” as Blackpink (LOL 😂). Still, this doesn’t take away from its recognition that has taken the nation by storm.
Collecting imported art toys has become a popular hobby among Chinese youngsters. The trend first began in 2019 when famous Chinese celebrities began to showcase their own Bearbrick figures to fans, which further fueled the popularity of the brand.