L'Oréal Groupe taps iProspect to debut Prada Beauty in Taiwan

L'Oréal Groupe has tapped iProspect, a dentsu company to handle the media duties of Prada Beauty for Taiwan and debut the brand in the region, as confirmed to MARKETING-INTERACTIVE. This comes following a competitive pitch back in 2024, where its incumbent agency Mindshare also participated in the pitch.

With the appointment expected to last until 2026, iProspect Taiwan is tasked with providing media planning and buying services, a game-changing digital first end-to-ed media service to L'Oréal Groupe.

These services include consumer insights, marketing strategy development, media creative execution, full-funnel experience, performance optimisation, data analysis, amongst others.

The agency was also tapped to debut Prada Beauty in the Taiwan market earlier this year. To quickly capture market attention and attract target consumers, Prada Beauty's launch information was pushed on the LINE homepage and a full-page ad on Meitu during Lunar New Year's Eve, cleverly integrating the festive atmosphere to further stimulate consumer shopping desires, quickly creating a market buzz.

This collaboration not only accelerated PRADA Beauty's layout in the Taiwan market but also laid a solid foundation for the brand's global expansion. The campaign will run until early May.

Furthermore, Prada Beauty chose the trendy landmark of Zhongshan District in Taipei—Nan Xi Area—to open its first flagship pop-up store, breaking the traditional beauty counter sales model and creating a new retail experience.

This "Prada Beauty Flagship Store," which integrates fragrance, a café, and a makeup space, extends the brand's unique fashion style to every detail, breaking the limitations of department store battle zones.

The store not only features a larger-scale space design but also adopts a semi-open, select shop style layout with carefully planned routes, allowing customers to deeply experience PRADA's confident urban style while shopping.

On the opening day, Korean boy band ENHYPEN's Yang Jungwon and Kim Sunoo made a surprise appearance, drawing enthusiastic support from thousands of fans and adding much buzz to Prada Beauty's debut.

Additionally, Prada Beauty opened counters at Shin Kong Mitsukoshi Nanxi in Taipei on 23 January and at Shin Kong Mitsukoshi in Taichung on 24 January, launching the enigmatic blue moisturising lipstick for the first time. The new counters' opening was accompanied by limited-time surprise events.

“Prada Beauty is more than just products, it embodies a new philosophy : Rethink Beauty. By innovative marketing strategies, immersive experiential spaces, and precise digital engagement, we are redefining the way consumers interact with beauty brands. By breaking traditional boundaries, we introduce an unprecedented expression of luxury, paving the way for new possibilities in the luxury beauty market," said Mila Wei, brand general manager of Prada.

Prada Beauty's debut in Taiwan showcased not only its exquisite and diverse beauty and fragrance products but also cleverly integrated fashion, technology, and cultural elements, creating new expectations for consumers regarding high-end fashion beauty.

“Prada Beauty has introduced an innovative and groundbreaking approach to engaging consumers, allowing them to gain a deeper understanding of Prada's core values while effectively showcasing how a luxury beauty brand breaks through and disrupts the Taiwan beauty market with its spirit of innovation,” said Keigo Chang, associate vice president, iProspect Taiwan.

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