Objectives

In 2019, brand customers and the Palace Museum launched a strong joint Oriental makeup series, the Chinese make-up oriental beauty style and China's heavy cultural atmosphere combined, try to use beauty of the perspective to tap rich charm of traditional culture, writing national feelings of the world. In order to better perform the "Oriental" theme, improve overall texture, the brand decided to upgrade existing store counter image, inspiring to create China's top beauty brand. So they want to make a few demands: 1)This counter image upgrade is for department store channels of island cabinet, including hard props (brow makeup skin care front back cabinet, gift cabinet, main push star cabinet, makeup operator's table, skin care experience table, cash register, etc.) and corresponding display props, need to reflect Chinese royal family noble air, that is: "court" both visual sense. 2) For two most important areas of the counter - domain makeup front cabinet and makeup operator's station, need to focus on planning and design, makeup front cabinet to display lipstick-based, display mode needs to be novel, attract attention of customers; 3) Through this image upgrade, show oriental makeup aesthetics, attract more consumers to pay attention to brand and traditional Chinese culture, thereby promoting the rise of sales indicators. 4) The brand hopes to work with the Forbidden City, and thus bring about overall image of the counter transformation, for the future brand image upgrade to lay a solid foundation. The above is the marketing purpose of this brand counter upgrade design.
 

How were the objectives met?

To meet the objectives, following design were made:
1. Black, Gold & Red were used as the main color scheme for the new image.
Black+Gold represent calm & luxury while Red represents oriental features.
2. Traditional ancient Chinese elements such as: Ancient officer uniform - “Wave & Mountain” & arched bridge pattern & its mysterious atmosphere were integrated into the counter design.
3. Fully upgrade all counters’ operability & users’ friendly.
Makeup Testing Counter as the marketing & selling center were particularly updated.

Affected by the outbreak, the brand held in November after the second quarter of the "Gas East" launch, 50 / year of the opening plan was delayed by three months. However, at the launch site, the guests gave consistent praise to the counter design (of which display props were particularly prominent); after the launch, customer attention to the brand increased by 56.67 percent; and in the second quarter, brand sales rose 66.87 percent from the same period, once out of stock, in short supply, during the outbreak also reached 50 percent return on investment. In the small red book, shake sound and the major interactive network media continue to have a high volume of hot search, until this year, the second quarter of the new image counter released, the online heat is still not significantly reduced. Many customers pride themselves on having a "Oriental" makeup line, and more customers are reluctant to use their collections. As a result, the overall reach of the customer's desired marketing goals.

Location: Shanghai, Shanghai, China

Submitter: Shanghai Zhitao Cultural Innovation Co. , Ltd.

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