Back from a study trip to Shanghai, which gave me the opportunity to hold a conference on "Looking Forward: Why will Luxury Brands Thrive beyond the Economic Crisis?", I will offer several "posts" on China and brands. I will, in particular, return to the topic of luxury brands and China. Happy reading!
Let us take a look at them:
The Amway and Lancôme boards are also identical. Remove the names of the brands: who will be able to attribute each advertisement to its brand? Even in Europe one rarely attains such uniformity.
One would think that brands and advertising agencies have an identical mindset: Does this mean that cosmetics in China are ruled by a unique code? Or that the authors of those advertisements believe that the Chinese market is composed of standardized consumers, as was the ideal in the 50s? Ladies and gentlemen marketers of cosmetics brands, in order to educate consumers - even through billboards in the metro (usually you procure several side by side) – you will have to show a little more imagination and highlight the values of your respective brands. But do they still have any?
