Lidl, which has already announced plans to invest heavily in its private label beauty line Cien over the course of 2016, is to launch an advertising campaign in France fronted by Malika Ménard, lsa-conso.fr reports.
Ménard, the Miss France of 2010, was chosen by the German discounter because of the strong public appeal she possesses, working as both a blogger and TV personality.
She will appear in videos on www.cienbeaute-lidl.fr, and has already made a video promoting Cien’s Q10 anti-ageing cream. Until February 4, visitors to the website can win boxes of Cien products, as well as a meeting with Ménard.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
