1、Rejuvenate The AUPRES Brand For The Modern Chinese Woman11 May 2015,Team intro,TBD,Your debriefAUPRES Re-branding Strategies and Key Plans-Brand color-Counter renovation-BC styling-Product package-Ads,esp.Brand visual&Key visual2016 Moisturizing Product Campaign-Consumer Insight-Key visual,AgendaBra
2、nd rejuvenation strategy:AUPRES Big IdealBrand re-launch creative expressionThe design philosophy of new AUPRESThe best-fit journey of AUPRES-Product-Relationship-Experience-ServiceAction plan for the future,AUPRES Brand Re-launch Strategy,Stagnating sales asChinese women dont identify with our bran
3、d,Uncovering AUPRES best selffrom company,consumers,commentators,gentle,elegant,subtle,sincere,dedicated,craftsmanship,AUPRES Best Selfanalyzing the BCG data,(Adventurous)“curious,loving new experiences”Aupres+1.28Innisfree 0.20LOreal-1.18,(Adventurous)“successful,on top of my game”LOreal+1.63Innisf
4、ree 0.26Aupres-0.06,(Adventurous)“sporty and active”Innisfree+1.93LOreal-0.80Aupres-1.20,“curious,loving new experiences”Aupres+1.28,“relaxed and comfortable”Aupres+0.21,“gentle,soft and mild”Aupres+0.86,“youthful,full of spirit”Aupres+0.07,“smart”Aupres+0.37,“classy,elegant,graceful”Aupres+0.45,Und
5、erstanding AUPRES audience&cultural tension,1 BCG Shiseido Branding Project Exec Summary p.20&p.34,1 BCG Phase 2:13/Apr/15.p12-14.red=high match,black=mid match,1 BCG Shiseido Branding Project.Exec Summary.,1 BCG Phase 2:13/Apr/15.p12-14.red=high match,black=mid match,1 BCG Phase 2:13/Apr/15.p12-14.
6、red=high match,black=mid match,1 BCG Phase 2:13/Apr/15.Summary of Attractive Games,p.18.See appendix for audiences reserved for Shiseido&CDP,post-80s&post-90s raised in era of stabilityshaping their individual identityagainst the constraints of middle class life,LifestyleINDIVIDUALITYWorking out who
7、 you are,not who others expect you to be.Making choices to express your individuality.,BeautyINDIVIDUALITYBeauty born from knowing yourself.An expert in the styles&solutions that best suit you.,SkincareINDIVIDUALITYSeeking products that fit your unique skin needs,instead of following crowds,fads&gim
8、micks,Louis Vuitton embodies the spirit of travel in beautifully crafted luxury goods.,Dove is great because it celebrates the real beauty of real women.,What we believe:Beauty in China is as diverse as the unique identities of more than 5000 skin typesWho we are:A consultative companion,listening t
9、o&caring for women towards personal beauty goalsWhat we do:With R&D expertise in 5000+skin types,sincerely crafting quality products to meet womens needs,Lifestyle insight:A young generation aspiring to make choices which express their individualityBeauty insight:Beauty born from knowing yourself,an
10、d the tools best suited to your needsSkincare insight:Seeking products that fit personal skincare needs,not following crowds&gimmicks,Louis Vuitton embodies the spirit of travel in beautifully crafted luxury goods.,Dove is great because it celebrates the real beauty of real women.,Aupres care&consul
11、tations are rooted in their leading understanding of thousands of unique Chinese skin types.,The world would be a better place if beauty was as individual as its owner.,The world would be a better place if beauty was as unique as its owner.,Aupres understands and cares for 5000 unique skin types.Aup
12、res understands and cares for thousand unique skin identities.Aupres is the expert and caring consultant to thousands of unique skin types.Aupres is the leading expert in the unique identity of thousands of Chinese skin types.Aupres cares and consults for thousands of skin types and millions of wome
13、n.Aupres care&consultations are built upon the deepest understanding of thousands of unique Chinese skin types.leading expertise in the unique identity of thousands of Chinese skin types.,CULTURE TENSION,BRAND BEST-SELF,A new generation of women aspire to make choices that express their individualit
14、y.個性表現楽新世代女性,Only AUPRES offers care and consultation fit to thousands of unique,Chinese skincare needs.何千中国人女性肌合実現出来,AUPRES believes the world would be a better place if we could all find the one-of-a-kind beauty that just fits ourselves.皆自分特別美見出来、世界充実、信。,如果每个人都能拥有如同自身独一无二、更适合自己的美，世界会更美好。,Brand Man
15、ifesto,TBD(whole part),AUPRES best-fit beauty,Products,Relationships,Our products contain no more nor less ingredients than truly fit the needs of womens skin.,Our relationships with consumers are defined by listening,to better understand her unique needs&improve the fitness of our offering to her o
16、ver time.,Visual Identity,品牌颜色，是品牌对外的第一个印象，第一个外观。它，既代表品牌定位，也代表品牌个性。欧珀莱的品牌颜色，从1994年在中国诞生至今，二十一年的历史里，一直以金色和淡淡的粉红色，作为传播上的主色调。在今天，虽然需要加添时尚感，但这两个颜色：金色和粉红，二十一年里在市场、在消费者心目中，已经建立了高知名度；同时，品牌含有伴你左右的意思。这正和我们创造的品牌概念：合适之美，不谋而合。所以，我们建议不应该抛弃金色和淡粉红色，反而应该扩展、善用。,品牌，需要时间来建立。,TBD(whole part),是活跃好动，是文静婉约，是外冷内热，是成熟贤淑，是精致伶俐，是秀外慧中，是动静相宜各有各所好。每个女生的肌肤都不一样。是小麦色、是白嫩肌、是水润润、是遍于干燥各有各需要。欧珀莱，尊重每一个女生，更尊重每一个女生的不一样。所以，在品牌的主色调上，我们扩充延展，提升每一个同系列的颜色，代表着 欧珀莱专业加关怀的品牌个性，代表在女生千变万化的生活中、环境中，给每一个妳：合适之美。,每个女生都不一样。,