YSL-圣罗兰品牌 杭州全案
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Price point RMB价格: 330元 Main Benefit/Feature 特点: - An ultra-fresh water-cleansing and purifying gel for a clarified and clear skin, more receptive to whitening treatments 全新水洗净化凝胶,洗出清透肌肤,使肌肤 更易吸收美白成分
Launch Date : Feb 2008百度文库推出时间: 2008年2月
New Shades: 新款色彩 —Golden Gloss 27# 闪烁灿金唇彩 27号 —Touche Blush 14# 流光修颜粉 14号
Re-promote Basic products 常规产品新活动
—Touche Eclat 明彩笔 —Perfect Touch完美光彩粉底液 —Mascara Volume Effet Faux Cils 绒密睫毛膏
–
– – –
YSL White Mode Repair Whitening Night Crème 50ml 圣罗兰美白亮采修护晚霜
YSL White Mode Mat Brightening Multi-Screen SPF40/PA++ 30ml 圣罗兰美白亮采 雅致防护乳液 YSL White Mode Instant Brightening Massage Masque 50ml 圣罗兰瞬间美白亮采面膜 YSL White Mode Foundation – 17g 圣罗兰美白粉饼
详细信息参照市场部活动计划
THE YSL TOUCH
OBJECTIVES 目标
SALES:销售方面 – To encourage linked-selling within the Make-up range, capitalizing on the success of TOUCHE ECLAT and PERFECT TOUCH whilst driving sales on TOUCHE BLUSH, TOUCHE BRILLANCE, EYE COLOUR TOUCH and MATT TOUCH. 为了刺激彩妆相关产品的销售，我们将利用明彩笔和完美光彩粉底液的成功销售来启动流光 修颜粉，莹彩唇笔，完美雅光粉底液。 IMAGE:形象方面 – To put forward a unique and specific gesture, emblematic of YSL Make-up: the “Touch”. 推出一个独特的代表YSL―TOUCH‖感觉的彩妆形象 – To anchor THE YSL TOUCH concept as a Make-up rendez-vous 把YSL TOUCH概念作为彩妆概念 – 5 products, 5 touches for instant beauty:5款YS TOUCHL产品带给您瞬间美丽 TOUCHE ECLAT: a touch of radiance 明彩笔 提亮肤色 PERFECT TOUCH: a touch of natural perfection完美光彩粉底液 自然肤色 TOUCHE BLUSH: a touch of healthy glow 流光修颜粉 健康肤色 MATT TOUCH: a touch of soft matt 完美雅光粉底液 丝柔肤色 TOUCHE BRILLANCE: a touch of glamour 莹彩唇笔 魅力亮唇
17
YSL White Mode Repair Whitening Night Crème 圣罗兰美白亮采修护晚霜
S/S Look 春夏季 新彩妆
New Cleansers and Hydra Feel Lotions新清洁系 列和亲肤水嫩系列
Fall Look 秋季新彩妆
EOY Event 佳节彩妆限 量版珍藏
7
(please refer to the detailed marketing calendar for full activity)
Insert movie 视频嵌入
2008 YSL Marketing Calendar 圣罗兰2008市场日程表
Jan.
STRATEGIC LAUNCH TACTIC LAUNCH
Feb.
Mar.
Apr.
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
White Mode 美白亮采系列
125ml tube
125毫升 Reference No: 00425 00 000
14
YSL White Mode Active Whitening Beauty Lotion 圣罗兰美白亮采活力柔肤水
Price point RMB价格: 445元 Main Benefit/Feature 特点: - A wipe-off pre-treatment whitening lotion for a renewed, revitalised and luminous skin, intensifying efficacy of next whitening steps. 祛除肌肤表面残留污渍,使肌肤更清洁,明亮,更有效 得促进肌肤美白. Smoothes, softens and hydrates the skin for a fresh and even complexion. – – 使肌肤光滑,水嫩,细致,清新 Stimulates cell renewal to accelerate whitening efficacy of subsequent treatments. 刺激细胞再生,使美白效果更突出 200ml bottle 200毫升
Reference No: 00427 00 000
15
YSL White Mode Perfect Whitening Intensive Essence 圣罗兰美白亮采完美精华液
Pricepoint RMB 价格: 830元 Main Benefit/Feature 特点: - Corrects and prevents the dark spots formation while unifying the complexion. 预防并减少暗沉的生成,使肤色均匀 -Actives micro-circulation to revive complexion radiance. 激活微血管循环,使肤色有光泽 -A fresh, smoothing and ultra-penetrating translucent essence. 清新,细腻,半透明质 30ml bottle 30毫升 Reference No: 00429 00 000
16
YSL White Mode Hydra Whitening Day Emulsion 圣罗兰美白亮采水凝日用乳液
Pricepoint RMB 价格: 570 元 Main Benefit/Feature
特点
-A whitening radiance revealer emulsion for a fresh, transparent and healthy looking skin. 一款为肌肤带来清新,明亮.健康的美白乳液 -A fresh, light and melting milky emulsion. 一款清新,质地轻盈,易吸收的牛奶般的乳液 50ml bump dispenser 50毫升 Reference No: 00431 00 000
elle elle 香水
New Waterproof Ever long Mascara 新防水睫毛膏
Baby Doll Magic & Miniatures Set 魔幻情窦香水 和迷你限量版
主要上市产品 战略性产品
L’Homme Summer 天之骄子香氛
elle Collector elle 限量版
12
第四步：保湿 水凝日用乳液 第一步：清洁 全效泡沫凝胶 第二步：爽肤 活力柔肤水 第三步：精华
第五步：防护 雅致防晒霜 SPF40/PA++
持久美白粉质粉 饼SPF30/PA+++
完美精华液
特殊护理
修护晚霜 快速按摩面膜 13
YSL White Mode Pure Brightening Bubble Gel 圣罗兰美白亮采全效泡沫凝胶
— Omber Quadriumierers 四色眼影
— Omber Duolumieres 双色眼影
10
White Mode 美白亮采系列
11
White Mode 美白亮采系列
Launch Date : Mar 2008 推出时间: 2008年3月
Concept /Strategy :特点:
— To highlights the main beauty result, the pure original whiteness 突出该系列产品的主要美白功能---纯洁无暇的自然美白效果. — Log-on white complex innovation between YSL R&D and professor Ichihashi
Ichihashi教授携手YSL研发部门共同开发了Log-on white complex （活跃美白复合成份）
— underlines the high-tech innovation that connects the skin on the reference to the fashion universe of Yves Saint Laurent 强调高科技创新给肌肤美白带来的惊喜,圣罗兰独特的时尚气息使女性散发温柔气质 white mode and gives feminity, with the
8
THE YSL TOUCH - Visual
Main Visual: TOUCHE ECLAT Visual
Secondary Visual: A packshot visual specifically shot for THE YSL TOUCH event.
9
Valentine’s Day 情人节活动
Brand Values品牌价值
Sophistication 深邃
Daring
大胆 Color 色彩 Self-accomplishment 自我实现 Assertive femininity
自信女性
Culture and art 文化艺术 Theatricality 戏剧风格
DNA Yves Saint Laurent Brand 圣罗兰品牌
The Power to be yourself 个性的魅力
Brand mission品牌使命
To encourage women to be themselves, to accomplish their most daring desires and live a singular life with freedom 鼓励女性坚持自我，实现她们最大胆 的愿望，自由地体验非凡生活 Legendary luxury brand, a reassuring symbol of timeless elegance and class 传奇性的奢侈品牌，代表了永恒的高 雅和经典
New products Summary :新产品目录:
– – – – YSL White Mode Pure Brightening Bubble Gel 125ml 圣罗兰美白亮采全效泡沫凝胶 YSL White Mode Active Whitening Beauty Lotion 200ml 圣罗兰美白亮采活力柔肤水 YSL White Mode Perfect Whitening Intensive Essence 30ml 圣罗兰美白亮采完美 YSL White Mode Hydra Whitening Day Emulsion 50ml 圣罗兰美白亮采水凝日用乳液
Launch Date : Feb 2008百度文库推出时间: 2008年2月
New Shades: 新款色彩 —Golden Gloss 27# 闪烁灿金唇彩 27号 —Touche Blush 14# 流光修颜粉 14号
Re-promote Basic products 常规产品新活动
—Touche Eclat 明彩笔 —Perfect Touch完美光彩粉底液 —Mascara Volume Effet Faux Cils 绒密睫毛膏
–
– – –
YSL White Mode Repair Whitening Night Crème 50ml 圣罗兰美白亮采修护晚霜
YSL White Mode Mat Brightening Multi-Screen SPF40/PA++ 30ml 圣罗兰美白亮采 雅致防护乳液 YSL White Mode Instant Brightening Massage Masque 50ml 圣罗兰瞬间美白亮采面膜 YSL White Mode Foundation – 17g 圣罗兰美白粉饼
详细信息参照市场部活动计划
THE YSL TOUCH
OBJECTIVES 目标
SALES:销售方面 – To encourage linked-selling within the Make-up range, capitalizing on the success of TOUCHE ECLAT and PERFECT TOUCH whilst driving sales on TOUCHE BLUSH, TOUCHE BRILLANCE, EYE COLOUR TOUCH and MATT TOUCH. 为了刺激彩妆相关产品的销售，我们将利用明彩笔和完美光彩粉底液的成功销售来启动流光 修颜粉，莹彩唇笔，完美雅光粉底液。 IMAGE:形象方面 – To put forward a unique and specific gesture, emblematic of YSL Make-up: the “Touch”. 推出一个独特的代表YSL―TOUCH‖感觉的彩妆形象 – To anchor THE YSL TOUCH concept as a Make-up rendez-vous 把YSL TOUCH概念作为彩妆概念 – 5 products, 5 touches for instant beauty:5款YS TOUCHL产品带给您瞬间美丽 TOUCHE ECLAT: a touch of radiance 明彩笔 提亮肤色 PERFECT TOUCH: a touch of natural perfection完美光彩粉底液 自然肤色 TOUCHE BLUSH: a touch of healthy glow 流光修颜粉 健康肤色 MATT TOUCH: a touch of soft matt 完美雅光粉底液 丝柔肤色 TOUCHE BRILLANCE: a touch of glamour 莹彩唇笔 魅力亮唇
17
YSL White Mode Repair Whitening Night Crème 圣罗兰美白亮采修护晚霜
S/S Look 春夏季 新彩妆
New Cleansers and Hydra Feel Lotions新清洁系 列和亲肤水嫩系列
Fall Look 秋季新彩妆
EOY Event 佳节彩妆限 量版珍藏
7
(please refer to the detailed marketing calendar for full activity)
Insert movie 视频嵌入
2008 YSL Marketing Calendar 圣罗兰2008市场日程表
Jan.
STRATEGIC LAUNCH TACTIC LAUNCH
Feb.
Mar.
Apr.
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
White Mode 美白亮采系列
125ml tube
125毫升 Reference No: 00425 00 000
14
YSL White Mode Active Whitening Beauty Lotion 圣罗兰美白亮采活力柔肤水
Price point RMB价格: 445元 Main Benefit/Feature 特点: - A wipe-off pre-treatment whitening lotion for a renewed, revitalised and luminous skin, intensifying efficacy of next whitening steps. 祛除肌肤表面残留污渍,使肌肤更清洁,明亮,更有效 得促进肌肤美白. Smoothes, softens and hydrates the skin for a fresh and even complexion. – – 使肌肤光滑,水嫩,细致,清新 Stimulates cell renewal to accelerate whitening efficacy of subsequent treatments. 刺激细胞再生,使美白效果更突出 200ml bottle 200毫升
Reference No: 00427 00 000
15
YSL White Mode Perfect Whitening Intensive Essence 圣罗兰美白亮采完美精华液
Pricepoint RMB 价格: 830元 Main Benefit/Feature 特点: - Corrects and prevents the dark spots formation while unifying the complexion. 预防并减少暗沉的生成,使肤色均匀 -Actives micro-circulation to revive complexion radiance. 激活微血管循环,使肤色有光泽 -A fresh, smoothing and ultra-penetrating translucent essence. 清新,细腻,半透明质 30ml bottle 30毫升 Reference No: 00429 00 000
16
YSL White Mode Hydra Whitening Day Emulsion 圣罗兰美白亮采水凝日用乳液
Pricepoint RMB 价格: 570 元 Main Benefit/Feature
特点
-A whitening radiance revealer emulsion for a fresh, transparent and healthy looking skin. 一款为肌肤带来清新,明亮.健康的美白乳液 -A fresh, light and melting milky emulsion. 一款清新,质地轻盈,易吸收的牛奶般的乳液 50ml bump dispenser 50毫升 Reference No: 00431 00 000
elle elle 香水
New Waterproof Ever long Mascara 新防水睫毛膏
Baby Doll Magic & Miniatures Set 魔幻情窦香水 和迷你限量版
主要上市产品 战略性产品
L’Homme Summer 天之骄子香氛
elle Collector elle 限量版
12
第四步：保湿 水凝日用乳液 第一步：清洁 全效泡沫凝胶 第二步：爽肤 活力柔肤水 第三步：精华
第五步：防护 雅致防晒霜 SPF40/PA++
持久美白粉质粉 饼SPF30/PA+++
完美精华液
特殊护理
修护晚霜 快速按摩面膜 13
YSL White Mode Pure Brightening Bubble Gel 圣罗兰美白亮采全效泡沫凝胶
— Omber Quadriumierers 四色眼影
— Omber Duolumieres 双色眼影
10
White Mode 美白亮采系列
11
White Mode 美白亮采系列
Launch Date : Mar 2008 推出时间: 2008年3月
Concept /Strategy :特点:
— To highlights the main beauty result, the pure original whiteness 突出该系列产品的主要美白功能---纯洁无暇的自然美白效果. — Log-on white complex innovation between YSL R&D and professor Ichihashi
Ichihashi教授携手YSL研发部门共同开发了Log-on white complex （活跃美白复合成份）
— underlines the high-tech innovation that connects the skin on the reference to the fashion universe of Yves Saint Laurent 强调高科技创新给肌肤美白带来的惊喜,圣罗兰独特的时尚气息使女性散发温柔气质 white mode and gives feminity, with the
8
THE YSL TOUCH - Visual
Main Visual: TOUCHE ECLAT Visual
Secondary Visual: A packshot visual specifically shot for THE YSL TOUCH event.
9
Valentine’s Day 情人节活动
Brand Values品牌价值
Sophistication 深邃
Daring
大胆 Color 色彩 Self-accomplishment 自我实现 Assertive femininity
自信女性
Culture and art 文化艺术 Theatricality 戏剧风格
DNA Yves Saint Laurent Brand 圣罗兰品牌
The Power to be yourself 个性的魅力
Brand mission品牌使命
To encourage women to be themselves, to accomplish their most daring desires and live a singular life with freedom 鼓励女性坚持自我，实现她们最大胆 的愿望，自由地体验非凡生活 Legendary luxury brand, a reassuring symbol of timeless elegance and class 传奇性的奢侈品牌，代表了永恒的高 雅和经典
New products Summary :新产品目录:
– – – – YSL White Mode Pure Brightening Bubble Gel 125ml 圣罗兰美白亮采全效泡沫凝胶 YSL White Mode Active Whitening Beauty Lotion 200ml 圣罗兰美白亮采活力柔肤水 YSL White Mode Perfect Whitening Intensive Essence 30ml 圣罗兰美白亮采完美 YSL White Mode Hydra Whitening Day Emulsion 50ml 圣罗兰美白亮采水凝日用乳液