Packaging

Inspire by traditional Chinese crafts. The product will choose lacquer box for exclusive set and bamboo box for conventional set.

The story of story board

This is a story of a girl's travel. She travels to somewhere very close to nature and is off the beaten track. She suddenly find a picture album. It shows how the ancient beauty power continues to this days through war and time. Now, combine with western advanced technology and the wisdom of sages, the product of exception beauty proves its true ability.After reading, the girl releases her body and mind，just enjoy the moment with the fresh breeze and natural.

story board

About Chinese beauty market

Based on NBS’s announcement 2015, compared to 2013, total retail sales of beauty products in China in 2014 got a increase of 12.3% to RMB 182.5 billion. Even the Chinese beauty retail market retained double-digit growth higher than the 7.4% growth of GDP, the growth rate of beauty market has slowed down greatly, as the growth rate was 21.3% in 2013- 2014

However, Mintel report prospects for 2019 are still promising, with value sales expected to grow to RMB318 billion in 2019. This growth is mainly supported by rising income levels.

In February 2015, the China Internet Network Information Center (CNNIC) released the 35th Statistical Report on Internet Development in China (hereafter referred to as ‘the Report’). The Report shows that as of December 2014, China had an internet user base of 649 million and an internet penetration rate of 47.9%.

Specifically, China had 557 million mobile internet users, an increase of 56.72 million since the end of 2013, and the percentage of those using mobile phones to go online jumped from 81% in 2013 to 85.8%. The use of mobile instant message apps has grown steadily, attracting 91.2% of mobile internet users. Mintel research has found that 43% of consumers are interested in trying a mobile app that can recommend beauty products based on their needs (eg skin condition, age, occupation).

In addition, the current premier of China Li keqiang has introduced a new “Internet Plus” policy for China it will integrate mobil internet, cloud computing big data and the internet of things with modern manufacturing. This policy will encourage a healthy development of e-commerce and help Interent-based companies to increased the online market.

To this project, it will be more focused on online marketing. Through a new concept App and online shop such as a new service provide by Avenue Imperial will get a better promotion result. However I’m very confusing that if it will damage brand identity as the UPS is pure and organic Chinese herb.

About Exception de Mixmind

Exception (Exception de Mixmind) was founded in 1996. It is one of the longest history brands of successful Chinese original cultural brand. Over decades, Exception de Mixmind pursues both innovation and embrace of oriental culture and shifts it to a unique and contemporary lifestyle.  

The logo of Exception (Exception de Mixmind) is reversed, its means the brand reversed those bound to the innovation and inertia of the market, it advocated a reverse thinking that will more concerned about customers’ own internal positive demand, will pay more attention to life, existence and ecology.

 

Exception (Exception de Mixmind) believe that women do not have the disadvantage that only features, clothes are the media that will express a personal awareness and taste.

Exceptions (Exception de Mixmind) contemporary Chinese women demonstrate a sense of modern life, which includes the spiritual freedom, independence, liberal mind and enjoyment of life.

Time line

Brand awareness

Even the Chines first lady Peng Liyuan is a loyalty customer of Exception. Since she wearing Exception to visit foreign countries all the time, the brand awearness increase rapidly.

Brand Extention

Excrption product range includes women’s wear, men’s wear and accessory. Beauty will be chosen in this project as it is one of the most important brand extentions and a basic factor among the bottom elements of a product pyramid.

According to Mintel report there is still great potential for a new brand to enter the Chinese beauty market, especially of facial skincare.

USP/ESP

Inspired by the brand image and identity, the majority raw material will be traditional Chinese medicine such as pearl and herbs, and will also adopt traditional formula from Chinese royal family. The products will be gentle and organic.