丝芙兰预发布百货商店lan 1019 to wsauvage发射计划至.pptx

SauvageSephorapre-launch:Dec172015Departmentstorelaunch:Feb120161

DigitalBrief2BackgroundChristianDioristhe#1perfumebrandinselectivechannels,accountingfor38%ofChina’sfragrancemarket(Women:39%/Men’s:33%)However,intheMen’sselectivemarket,Chanelcontinuestodominatewith55%ofthemarket.ChanelBleu,China’s#1fragrance,accountsfor34%ofthemarketSauvagewaslaunchedgloballyonSept2nd,andbecamea#1fragranceacrossWesternEuropeLaunchObjectiveTotakeoverChanelBleuasthe#1Men’sfragranceintwoyearsToestablishanewarchetypeofMenforDiorMen’sfragranceCampaignObjectiveTodrivemeaningfulbuzzaroundSauvageToestablishandexpandtheDiorbrandtoayounggenerationTodriveconsumertoDiorWechataccountandclaimsamplesDeliverable360DigitalActivationPlan,includingHtml5digitalactivationTimingLaunchDate:Jan7thMustleave2-3weeksforGlobalapproval

ContentDigitalActivationBriefGlobalConceptChinaLaunchPlan3

1966to2005…EAUSAUVAGE–FAHRENHEIT-DIORHOMME

Years

aCONCEPTcomplementarytoDiorHommeaworldwidewinningFRAGRANCEanICONwithunprecedentedauraapowerfulinternationalNAME

URBAINSEDUCTIONLIFESTYLE

URBAINSEDUCTIONSTYLEDEVIEOUTDOORRAWMASCULINE

BEYONDTHESTEROTYPEWILD,ANDNOBELAVISIONOFIDEALMASCULINITY

THEDIORWAY

THEINSPIRATION–THENAME–THEBOTTLE–THEJOURNEY

L’IC?NETRANSGERNATIONALFIRSTTIMEEVERCOLLABORATIONTHEICON

TheIcon–JohnnyDepp

TheInspiration

L’HISTOIREPHOTOSS.DAVIDSON

TheName何为诱人的Dior迪奥“Sauvage旷野”魅力？“旷野”融入了大胆的演绎方式，而大胆解读一直是Dior迪奥制香创意的不竭动力。仿佛是那瞬现男性魅力的一声呐喊。原初之名，阐释着与本真天性的亲密无间。Dior迪奥风格的“Sauvage”魅力，自我天性与自然优雅间的紧密平衡。率性与尊贵间的不凡邂逅。

TheBottle瓶身线条圆润柔美，与阳刚感性的品名形成鲜明对比。黑漆褶形瓶盖，瓶盖顶端饰以ChristianDior迪奥先生签名。厚重玻璃瓶身，色彩暗黑如夜，由全黑至烟灰色层层渐变。所有细节皆精致考究：薄薄一层银色喷绘于瓶壁，闪耀而通透，精妙的镜面感由此而生。水滴状玻璃于瓶底绽放成一个悬浮的“笑脸”CD字母镌刻于瓶底，经典蜜蜂标志藏于磁化瓶盖内。

LEFLACON

延伸产品2016年8月

香氛灵感

OLFACTIONACREATIONbyFRANCOISDEMACHYDiorin-houseparfumeurDior迪奥首席调香师FRANCOISDEMACHY

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