dongqi | 如何为美妆帝国讲述中国故事？
2019年至2020年，我们为雅诗兰黛集团（Estée Lauder Companies，又“ELC”）中国国际进口博览会展厅创作参展主题「至臻至美 致中国」。
在企业文化层面，ELC去年面对的最大挑战是：旗下20多个性格不一的顶尖品牌首次以团体身份亮相，如何找到他们统一的定位与传播语言，讲述一个打动中国的集团故事？
dongqi与ELC合作开发了整体的展示概念。在「至臻至美 致中国」的统一框架下，集团陈列了雅诗兰黛、海蓝之谜、魅可、倩碧、祖玛珑、汤姆福特、芭比波朗、悦木之源、朵梵、朗仕、雅芮、格莱魅等多样化的顶尖美妆品牌产品与内容。
Estée Lauder Companies (ELC) has participated in China International Import Expo (CIIE) 2 years in a row from 2019 to 2020 under the "Made of Prestige, Made for China" theme created by us. The challenge was to unite over 20 different sub-brands owned by the company and to tell one coherent story that would impress China and Chinese government.
dongqi partnered with the ELC team to develop the holistic concept, “Made Of Prestige. Made For China”. Under the concept, the company showcased products and content of the company’s top beauty brands: Estée Lauder, LA MER, M.A.C, Clinique, Jo Malone, Tom Ford, Bobbi Brown, Origins, Darphin, Lab Series, AERIN Beauty, GLAMGLOW, etc.
01 Messaging
切入
精准提炼的传播须找到差异点才可脱颖而出。
于是我们抛出以下问题：
雅诗兰黛集团与其他美妆帝国之间究竟有何不同？
回顾定位后，我们与ELC Corporate团队紧密合作，深度梳理集团发展历程，将1946年以来专注于高端美妆臻品、致力于打造至臻至上的美的集团基因与天赋高度概括为Made Of Prestige.
对应中文文案至臻至美。
进博会的愿景是「新时代 共享未来」。放在美妆语境中， 在新时代，美已成为中国创造性表达的一部分。集团作为缔造新时代之美的参与者，愿意与中国一起，引领世界之美。进一步挖掘ELC这一庞大的家族企业与中国的共性之后，我们完成了口号创作——
We worked to define the strategy and language uniting the brands that comprise ELC. The process began with the ask “what makes ELC unique from its competitors?” While others might own “accessible beauty” or claim themselves “resourceful beauty”, the Lauder family had devoted themselves to “prestige beauty” since 1946. The word “prestige” was engraved deeply in the DNA of ELC, a global house of prestige beauty. That’s where our messaging of “Made of Prestige” came from.
Meanwhile, with China International Import Expo (CIIE) ’s vision of “New Era, Shared Future”, the company was committed to the Chinese market to become a leader in innovation for the new era in the pursuit of the future of prestige beauty. From there on, adding CIIE’s conduct, we completed the slogan:“Made of Prestige. Made For China.”
02 Telling
讲述
我们的内容围绕「至臻至美 致中国」展开，以大美之美、发展之美、融合之美、大爱之美、创新之美五个小章节囊括了集团的背景与理念，本土化管理与创新，将世界高端美妆品牌带来中国市场，在中国的公益投入与社会责任等层面。
After determining the slogan, we composed the brand content. From the company history to its vision of innovation, from its localization in the management system to product customization, from its mission of bringing in global beauty experience to its social responsibility as a Chinese corporate citizen, our messaging system explained ELC’s “Made of Prestige. Made For China” incisively.
03 Content Curation
内容衍生
影片制作 Video Produced byCS Global
高辨识度、高记忆度的企业宣传内容，与空间设计、展陈设计呼应，达到完美融合的境界，引导参观者沉浸于艺术化、一体化的多元探美体验，让2019年雅诗兰黛集团展馆从众多参展品牌中脱颖而出。
Highly recognizable and memorable brand content was combined with our spatial and exhibition design perfectly, enabled visitors to immerse themselves in an artistic and integrated adventure. And this was what made Estée Lauder Companies stand out from all the other competitors.
品牌顾问：dongqi Architects
创意总监：蛋白
团队：蛋白、姜南、王一军
影片制作：CS Global
Brand Consultancy: dongqi Architects
Creative Director: Yuan Yuan
Team: Yuan Yuan, Jiang Nan, Jim Wong
Production House: CS Global
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