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.