L’Oréal Celebrates Qixi Festival in China with Popeye and Olive Oyl

and Olive Oyl have teamed up with

L’Oréal

to celebrate the Qixi Festival in China in support of L’Oréal’s Paris Men Expert collection. Popeye and Olive Oyl are owned by

King Features Syndicate

, a unit of Hearst. The partnership was brokered by

Medialink

, King Feature’s licensing agent in China. 

Celebrated on the seventh day of the seventh lunisolar month on the Chinese lunisolar calendar, the Qixi Festival, also known as Chinese Valentine’s Day, is a celebration of the love between Zhinü and Niulang in Chinese mythology. 

L’Oréal’s Popeye and

Olive Oyl

campaign supports the beauty company’s men’s grooming product line, the Paris Men Expert Collection. The line includes products, such as Hydra Power Bom, Age Protect Bom, Volcano Bom, Hydra Sensitive Bom, Vitalift Bom, Oil Free Bom, Hydra Energetic Bom and Bright Revive Bom. The campaign also finds the animated couple on premiums, including gift bags, gift cards, puzzles, stickers, canvas bags, baggage tags, music boxes and glassware.

“Popeye and Olive Oyl are one of pop culture’s most recognizable couples and we are thrilled they are part of this year’s celebration of the Qixi Festival in China through L’Oreal’s promotional campaign,” says Carla Silva, vice president, general manager and global head, licensing, King Features. 

Products are available now throughout mainland China at brick-and-mortar locations, such as Watsons, L’Oréal boutiques and L’Oréal’s department store beauty counters, as well as online through Tmall, JD, VIP, Watsons, WeChat, Douyin and Little Red Book.