Why does Chanel sell new lip gloss in a pop-up coffee shop way?

At the intersection of Jing'an Temple and Huashan Road in Shanghai, the original coffee shop AUNN was replaced by a huge COCO CAFE sign. Following Singapore, Toronto and Tokyo, Chanel Coffee Shop "flash" to Shanghai.

You must have heard the news on a number of official accounts and online celebrity accounts, and this 13-day pop-up store is simple to promote Chanel's new lip gloss.

Shanghai COCO Cafe

Walking into the coco cafe, the counter with new make-up such as lip gloss, nail polish and foundation divides the space into two parts. Chanel encounters makeup and skin care products such as tender perfume, whitening essence and lip lotion on the table on both sides of the booth. Chanel's books are hidden on the inconspicuous platform behind the mirror. You can pick up a cup of coffee with a double C Logo here, try these cosmetic products, and have a special shopping link to buy online if you like.

All the settings in the store revolve around the purpose of "social sharing", desserts and lollipops made according to lip dew Pantone color, neon signs of Rogue COCO Gloss, and somatosensory interactive devices full of lip dew. You can catch a lot of concave Internet celebrities taking pictures here. On the third floor, "Beauty Talk" has Chanel makeup artists to provide makeup advice. In addition, the previously launched Chanel lip syrup emoji package has also been launched on Wechat.

Chanel is good at arousing people's desire to share with gorgeous scenes and gimmicks. From the perspective of marketing, Chanel does grasp the "spirit of the times"-the big scene of every show and the communication channel of online celebrities. Can catch people's attention in a flood of information. The topic of this event on Weibo, # ILOVECOCO#, has had 623000 discussions and 210 million views.

The flash store uses a reservation system. If you register on the Chanel Wechat channel, you will get a QR code that is eligible for queuing. If you show the QR code at the scene, you will get a time ticket. From morning till night, there are long queues of well-dressed people at the door. When COCO Cafe was temporarily closed for media activities on the afternoon of April 13 and 14, people from "all the way" had to take a picture outside with regret.

Chanel Chinese make-up ambassador Liu Shishi in COCO Cafe

But in addition to concave styling, taking pictures and posting moments, coffee and Chanel still have a history. Coco Chanel spent most of his decades in Ritz Hotel in Paris from 1934 to 1971. At that time, the term "coffee commune" was the most popular, used to describe the circle of celebrities who talked about literature and art in coffee shops. Coco Chanel often meets wealthy celebrities in the lobbies and restaurants of Hotel Riz, talks about art and literature, and establishes a "coffee commune" social circle, which plays an important role in Chanel's design inspiration and business development.

In recent years, the theme of "Coffee Commune" has frequently appeared in Chanel's product lines and events. When Chanel's 2015 jewelry collection showcased its autumn / winter haute couture collection in the name of "Coffee Commune," the entire Paris palace became a giant cafe, and Lafayette put its latest season of high-end handicrafts directly in Ritz Hotel, hosting three shows during lunch, afternoon tea and dinner. This time the coffee pop-up shop will also appear in different cities.

Chanel reviewed the social culture of the coffee commune at that time and reinterpreted it in the context of the digital age. However, the social relationship of "posting moments and giving likes" is so shallow that it is so different from Liz at that time.

The pictures and pictures in the article come from: live shooting, Weibo, chanel