喵妆上线 2018双十一限量款彩妆
客户：COTY集团
品牌：Bourjois 妙巴黎
品类：彩妆
项目名称：2018双11限量全案——“喵力觉醒”
项目上市时间：2018.10
项目上市地区 : 中国
服务内容：
- 限量版整体主题创意
- 限量版产品设计/礼盒设计
- 限量版传播主题创意
- 限量版30秒视频创意及执行
创意团队 : 念相创意
妙巴黎 “喵力觉醒”
Bourjois - Unlease your cattitude
法国文学家胡赛曾说：“巴黎女人不追求时尚，她们本身就是时尚。”没错，巴黎女人就是时尚的化身。她们的骄傲与随性是弥漫在骨子里的魅力，也是诠释生活的方式之一。
而猫与巴黎女人之间总是有着种种奇妙的联系，在法国，猫就是巴黎女人的象征。她们就像一只漫步巴黎街头的黑猫一样，优雅、慵懒、鬼马又独立。
当下，越来越多的人们甘愿沦为“猫奴”，一日吸猫，终身戒猫成为他们养猫的最高境界。有关猫咪的一切已然称霸互联网，并在萌宠领域中占有绝对重要的一席。
“狗是忠厚老实的象征，而猫不一样，猫危险又可爱。”
“猫捉摸不透的性子和与生俱来的神秘感真是让人无法释怀。”
“每天都能吸猫真是太开心了”
在这样的潮流大环境下，吸猫这件事从个人爱好变成了社交资本，甚至成为了共同用语言，很多关于猫的产品也应运而生，如同这款“限量版喵妆礼盒”，它是拥有150多年历史的法国彩妆品牌妙巴黎在今年推出的新品彩妆礼盒。
借由互联网的东风、猫咪爆款的路径孕育了产业经济，被视为网络时代下新生流行文化的代表之一。所以本次妙巴黎将有关猫咪的各种元素融入礼盒的设计中，既拥有猫的鬼马特性，又能诠释巴黎独有的浪漫风格。
在视频传播创意上用超现实的手法表现妙巴黎带来的法国年轻人的新派时尚观，用限量版具化妙巴黎独特的品牌价值。极致简洁时尚的创意方式完美诠释了品牌的潮流气息。叫醒女生心中的喵力，释放心中优雅、慵懒、鬼马又独立的生活态度。在消费者心智层面让年轻消费族群产生强烈情绪共鸣。简洁而新奇的时尚视觉风格成为多数本土彩妆品牌推出限量版的潮流范本。
在礼盒视觉设计上，它可谓承包了猫咪的日常，首先外型被做成猫头手提箱的样子，颜色选用妙巴黎最经典的品牌色。金属搭扣十分复古，满足了很多女孩出街扮靓的需求。手提箱开启后：时尚的小墨镜、俏皮的小帽子是给喵星人耍酷扮靓用的，彩蛋球是它们忠实的玩伴，猫日记是铲屎官们用来给它们记录成长历程的，猫罐头和鱼饼也是它们的最爱。除此之外还有性感的猫元素chocker和可爱猫耳朵头箍以及个性老鼠金属首饰，这是给养猫的女孩们的小礼物。
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Bourjois - Unlease Your Cattitude
妙巴黎 “喵力觉醒“
A French writer said: "Paris women do not pursue fashion, they are fashion." Their pride and spontaneity is part of their charm from the inside out and part of their way of explaining life.
There are always subtle connections between cats and Parisian women. In France, cats are the symbol of Parisian women. They are like a black cat roaming the streets of Paris, graceful, languid, shiftless and independent.
In the video dissemination creativity with the surrealistic approach to show the wonderful Paris brought the French young people's new style view, with limited edition of Wonderful Paris unique brand value. The ultimate simple and stylish creative way perfectly reflects the brand's trend. Unleash the enthusiasm of the girls, release the elegant, lazy, tricky and independent attitude of life. The young consumer group will have a strong emotional resonance in the sense of the consumer's mind.
In the visual design of the gift box, it fully shows the daily life of the Cat. First, the appearance is made into a cat head-shaped suitcase, and the color is selected from the most classic brand color of Bourjois. The metal buckle is very retro, meeting the needs of many girls out of the street. After the suitcase is opened: stylish little sunglasses and a playful little hat are used to play cool or pretty. The egg balls are their loyal playmates. The cat diary is used by the shovel to record their growth. Cans and fish pancakes are also their favorite. In addition to the sexy cat element choker, cute cat ear headband and personalized mouse metal jewelry, are a little gift for girls who keep cats.
Client : Coty
Brand : Bourjois 妙巴黎
Category: Makeup
Project Name : 2018 double 11 Limited Edition - "Cattitude Awakens"
Time to market : October. 2018
Project Listed Area : China
Service Content :
Limited Edition Overall Theme Creation
Limited Edition Product Design / Gift Box Design
Limited Edition Publicity Theme Creation
Limited Edition 30-Second Video Creation and Execution
Creative Team : NX-CREATIVE 念相创意
