Chanel finally opened a time-limited coffee shop in Shanghai, but the real deal was lip lotion and nail polish.

Coco Cafe interior scene located at the intersection of Nanjing West Road and Huashan Road, Jing'an District, Shanghai Photo: Chanel

Apart from inviting stars to advertise and promote, how else can makeup be sold? Especially in this age of social media, how to make offline channels and online users share to form a complementary cycle?

Chanel's game this time is to open a time-limited coffee shop called Coco Cafe near Jing'an Temple in downtown Shanghai, which is only open from April 12 to 23. The main product is not drinks, but make-up products such as lipstick, lipstick and nail polish.

Coco Cafe location located at the intersection of Nanjing West Road and Huashan Road, Jing'an District, Shanghai

In fact, as early as the 12th, people working in the Huidafeng business building found that the building opposite the company had a Chanel sign, and the facade of the first floor had been painted the iconic white of the brand. With the queue at the door getting longer and longer, people just believed that this was really Chanel's move.

In the past, Chanel's makeup shops were basically opened in major shopping malls, but this time the "prototype" of Coco Cafe is actually AUNN, a well-known online celebrity cafe in Shanghai. The coffee shop is located at the intersection of Nanjing West Road and Huashan Road, surrounded by Jing'an Business District and continuous office buildings.

When you visit Coco Caf é between April 12th and 23rd, the barista still wears a white shirt and black apron with a red and pink double C mark on his chest. After entry, guests will receive a special drink list-no American style, latte, no hand-flushed ice drops, but 17 kinds of Miss Cocoa Lip syrup (Rouge Coco Gloss) listed on the home page, and the corresponding 17 color names can easily evoke the afternoon tea glutton in the stomach: frosting, nutmeg, dessert, limes.

In addition to the lip lotion, there are three kinds of miss cocoa color lotion in the coffee shop, which are responsible for making the lip gel show a different color. For example, caviar color will make the original lip color more intense and fuller-naturally, if you are not sure how to use it, you can also consult the resident makeup artist for advice.

In addition, in the Coco Caf é, there are several bright red sofa seats and white tables with make-up products for customers to try out. In the glass dessert cabinet in front of the production area, you will see fruit towers, candies, cookies, perfumes and lip gloss, and beverage cabinets with essence, perfume and coffee cups packaged in the same color.

However, Coco Caf é is not just about cosmetic products, it also offers real coffee-guests can get a cup of coffee after the product experience. But most people are in no hurry to drink. The coffee cup with a double C logo soon became a new selfie prop.

At the same time, customers can also get derivative products and experiences that can also drive sharing motivation, including lollipops in the shape of red lips, Miss Coco lip stickers, and somatosensory devices set up at the door.

In fact, this is not the first time Chanel has tried Coco Caf é. The brand has tried the same flash mode in Dubai, Toronto and Japan-it may be a secret how many new lip gloss can be sold, but you can imagine how many customers will pilgrimage to the coffee shop for selfies.

It also shows that through creative marketing, Chanel is actively motivating users to circulate sharing from offline to online, and even the purpose of user-generated content-- as evidenced by the effort Chanel has spent on the catwalk in recent years and the painstaking efforts to package make-up pop-up stores in the form of coffee shops. Not long ago, Armani launched an Armani Box makeup pop-up store in London with a similar starting point.

Customers who want to go to Coco Caf é can register and make an appointment through the public account of Chanel Wechat, and the channel can also book personalized make-up service in advance. As of press time, its official Wechat reservation channel shows that only 17-23 days are available and the rest of the time is full.