Comfort Launches Selfie Campaign In China

Unilever’s Comfort brand of fabric softeners partnered with mobile app Face Gossip to launch a marketing campaign in China. Aimed at consumers who love doing the “selfie” self-portrait and self-taken photography trend, the campaign includes a game that automatically measures the brightness level of clothes worn by the users who take their self portraits. Comfort offers clothes designed by celebrity fashion designer Zhang Jingjing as prizes for five lucky participants who also have to share their photographs on China’s leading social media site Sina Weibo.