in Lancôme Digital marketing is used to build relationships with customers and interact with them on time. Lancôme targets women in their 40s and younger women have become its new target market. Social media marketing In 2014, Lancôme launched a marketing campaign which combines a loyalty program called 'Lancôme Elite Rewards' via social media platforms. This program gives points as the reward to members for sharing on social media. Members can earn points by sharing products or connecting with the brand on Facebook, Twitter and Instagram and they will get discount while getting enough points. Through the combination of giving rewards and social media platforms in this campaign, it would attract more engagement and word of mouth publicity that resulted in the increased effectiveness of digital marketing in Lancôme. In 2017, Lancôme formed a partnership with Airbnb and Publicis Worldwide's luxury agency 133SH to release a new social media campaign for promoting the new Lancôme UV expert aqua gel. This social media campaign aimed to reach more young female consumers. Makeup artists Lancôme has collaborated with several makeup artists. Fred Farrugia created 13 colour collections during his tenure as artistic makeup director (1997–2004). Lancôme has several top makeup artists representing it, Aaron De Mey and Sandy Linter. Sandy is Lancôme's "Beauty At Every Age Expert", and Aaron is Lancôme's National Artistic Director for Makeup. Aaron De Mey is no longer the Artistic Director for Lancome. Lancôme UK has recently signed Alex Babsky to be the brand's UK Make Up Ambassador. Lancôme Makeup announced in January 2015 that UK makeup artist Lisa Eldridge has been appointed as its Global Creative Director. Controversy Hong Kong On 5 June 2016, Lancôme canceled a promotional concert by Hong Kong pro-democracy singer Denise Ho that was scheduled to be held on 19 June in Sheung Wan. The cancellation was due to a boycott campaign launched by the Communist Party-controlled Global Times, which denigrated the Cantopop star for supposedly advocating Hong Kong and Tibet independence. Lancôme posted on Facebook that Ho is not a spokesperson for the brand. The cancellation drew a heavy backlash in Hong Kong, resulting in some Lancôme shops in Hong Kong shutting down during the protests. Some Hong Kong merchants refused to accept the political pressure from the Chinese government. Listerine, another brand that Ho represents, retained the singer despite criticism from the Global Times for hiring Ho as its spokesperson. Ho