Line of sight | play flash with the wind! Bobbi Brown started selling 3D printing coffee in Mordu.

Professional barista communication, please pay attention to coffee workshop (Weixin Official Accounts cafe_style )

At present, pop-up stores have become a common marketing tool for fashion brands, more fun and ingenious than regular stores, in order to quickly set off a topic effect.

Chanel (Chanel) Miss Coco limited time coffee shop craze just passed, there are international big names to Shanghai to open flash coffee shop, this time is Estee Lauder Group's makeup brand Bobbi Brown.

▲ The pop-up shop is named "Capsule Air Cushion Cafe" and is located in Raffles Square in People's Square Business Circle. It only lasts for seven days, from May 22 to 28.

Bobbi Brown is a lot calmer than Chanel's first day of queuing.

The staff is busy at the cafe bar.

It is understood that Bobbi Brown drew inspiration from the capsule coffee machine and created the capsule cushion foundation. Therefore, the cross-border coffee shop was named as the capsule cushion coffee shop.

Bobbi Brown Cafe offers 3D printed custom coffee.

The 3D printing coffee machine combines 3D printing technology and inkjet technology to print patterns that customers like, and even print photos and avatars. The café offers four coffees for four make-up services: air cushion base, lipstick, dark circles and summer light makeup.

▲ Customers choose dessert at the bar.

In addition to Chanel and Bobbi Brown, many luxury brands around the world are also playing the "flash store" marketing routine.

Armani has opened the world's only Armani Box beauty store in London.

Lancome opened a "Good Day to Smile Pop-up Store" in Causeway Bay, Hong Kong on March 8, 2011.

Hermès opened a nine-month concept store in Gion Hanamikoji in Kyoto, Japan, last November.

▲ The biography of brand founder Bobbi Brown is prominently placed at the bar.

In 1991, Bobbi Brown launched her own makeup brand in New York City with ten natural lipstick colors in the era of heavy makeup, thus gaining a foothold in the market and earning the reputation of "Hollywood nude makeup queen".

Only four years after the brand was founded, Estee Lauder acquired Bobbi Brown and developed it into one of the world's largest professional makeup brands, Bobbi Brown has been driving the brand's growth as Chief Creative Officer.

▲ The area behind the bar is the cosmetics display area, and on both sides are the makeup test areas, where customers can use capsule air cushions, air cushion magic wands and other cosmetics.

Bobbi Brown left Estee Lauder late last year, 25 years after launching her eponymous makeup brand.

Founder Bobbi Brown.

Bobbi Brown, currently led by Peter Lichtenthal, is sold in more than 70 countries and territories worldwide, with 100 independent stores and industry estimates of annual wholesale sales of $580 million.

▲ Makeup artist tries on makeup for a female customer.

According to the Estée Lauder Group's 2016 Annual Report, the Group's net sales of cosmetics were driven mainly by Bobbi Brown, MAC, Tom Ford and Estee Lauder. Last year, the 70-year-old cosmetics company tried to rejuvenate itself by acquiring two makeup brands popular with millennials, Too Faced and Becca. In emerging markets led by China, Estee Lauder has also increased its investment, especially in digital channels.

▲ Coffee shops attract a lot of "online celebrities" and "hipsters", enjoying food while taking photos and uploading social platforms.

China accounts for about 6 percent of Estee Lauder's global sales, and Fabrizio Freda, president and CEO of the group, has publicly said: "We see the Chinese market and Chinese consumers as one of the biggest long-term growth opportunities, thanks to a rapidly expanding middle class." At present, less than half of Estee Lauder Group's brands have entered China. Moreover, in China's e-commerce market, Estee Lauder also has a lot of imagination.

▲ A female customer starts to choose cosmetics after tasting coffee.

On the one hand, Estee Lauder takes advantage of its strong distribution network and uses dealers to spread its products online. On the other hand, Estee Lauder also operates a number of brands of Chinese official websites, and six consecutive entry to Tmall led e-commerce platform. At present, the group has opened official flagship stores of several brands in Tmall, including Bobbi Brown, Clinique, Estee Lauder, Yuemu Source, Sea Blue Mystery, LABSERIES and MAC.

Bobbi Brown's sales store is next to the pop-up store, so that customers can continue to spend impulse and buy more products.

To win the hearts of China's younger generation of consumers, it is not enough to spread online channels alone. Estee Lauder's marketing methods, products and other aspects are striving to "become younger", such as announcing Yang Mi as its Asia-Pacific brand spokesperson, which is another Chinese star signed in just ten months after Song Qian, Wang Kai and Tang Yan.

▲ The cafe is not large, and young customers sit around and talk.

At the beginning of this year, Estee Lauder adjusted the price of some commodities in the Chinese market, involving cosmetics and fragrances of Estee Lauder's namesake brands, Clinique, MAC, Bobbi Brown, JoMalone, Tom Ford and other brands. The suggested retail price of individual commodities dropped by as much as 18%. It can be seen that the release of younger new products, price reduction, etc. is also Estee Lauder's strategy to get close to the younger generation of Chinese consumers.