How one of China’s oldest cosmetics brands killed time on Mother’s Day

#FredinChina is a weekly podcast to know and understand the world’s largest economy hosted by Fred Raillard. Fred fell in love with China, and lives in Shanghai since September 2012.

Thanks to Zhuomin Qin, Feng Huang, Jalila Levesque, Jules Chaffiotte, Radouane Guissi, Yi Zhang, Ying Zhang, Aliou Maro, Tina Liu, Louis Caudevilla, Dushan Karageorgevitch, Jing Qian, Jonathan Roy, Maxime Aubanel and Antoine Robin for their participation to this chronic. Find all #FredinChina podcasts on iTunes.

How one of China’s oldest cosmetics brands killed time on Mother’s Day

The HotBrand this week is Pechoin, an old Chinese cosmetics brand that dates back to 1931. For the Chinese Mother’s day, the brand launched an activation with a KOL called Ju Bu Qi Hou. It was a brilliant idea with drawings, where you arrive on a mobile site and scroll down multiple images for a long period of time. Whilst you scroll down, a story is told using beautiful images inspired by China in the 1930’s.

The story is about espionage, and concerns a woman with a gun who is actually spying on time. She finally finds the person whom she has to kill, a sort of ghost in a black dress surrounded by watches you can find in Dali paintings, which is a personification of time. After she kills time you discover the reason behind this story, which is for the cosmetic brand’s anti-aging product that effectively kills time.

It was a huge success throughout China, and was a really effective creative campaign that did not cost a lot of money. There were some negative reactions linked to the usage of some people’s wedding pictures that were modified and used in this campaign, as well as some copyright issues. This is an interesting subject, since it reassures people in China that there is a rising wish to uphold intellectual property and image rights.

Promising writer dies at 26 from suicide

The HotTopic this week is Lin Yi Han, which generated 64 million media impressions. She is a 26-year-old Taiwanese writer who unfortunately committed suicide by hanging herself in her room on April 28th.

She was a successful writer who had written a bestseller inspired by her life, and an awful episode that happened in her life. We discovered that her Chinese language teacher had sexually abused her when she was 13 years old. She was a brilliant student, but had moments of extreme depression. She had to leave her school of medicine and a Chinese literature school due to her depression. Moreover, we discovered through her parents that all this depression was linked to this episode of sexual abuse during her childhood. She tried to tell her parents when she was thirteen, but her parents ignored her.

The Chinese people were deeply affected by this story, as many similar stories break out due to all the social networks. Globally, the reactions were about the importance of education and communication between parents and children on this subject, and telling children how to react in these situations to the perpetrator and afterwards with your family.

Pressure of the Hong Kong education system saddens Mainland China

The HotPost this week is about education in Hong Kong, which is supposedly even harder than in China. There are very few available spots in the best schools, so parents put a huge amount of pressure on their children to perform well from an early age. The children have so much pressure that they do not even have time to play, and when they arrive home after school their parents continue to teach them a bunch of things for 6 hours, ranging from artistic activities to physics, programming, mathematics and geography.

In Mainland China, there is already a huge amount of pressure on children so you can imagine what it’s like for the children in Hong Kong! The reactions to this are generally about the fact that the children’s childhood is being taken away from them. It is also an educational system that does not develop imagination, as several studies have shown that boredom encourages imagination. In this system, the children are pushed so hard that there is no time left for imagination and creativity.

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Originally published at www.huffingtonpost.com on May 16, 2017.