Fragrance x Accessory: How Chinese Brands Create Unexpected Collaborations

OverviewOn July 13, homegrown perfume model Documents introduced its collaboration with Chinese accent model Yvmin forward of the Qixi Festival, dropping a limited-edition reward field that features a fragrance and a necklace. Named “Heart Waves,” the marketing campaign spotlights what it’s wish to have a crush, encouraging customers who’re in numerous phases of relationships to precise their emotions. Campaign visuals are offered in a retro Japanese comics artwork type, casting each avatars and actual fashions. Priced at $230 (1,550 RMB), the set is now accessible on Documents’ WeChat Mini Program, Tmall flagship, Xiaohongshu retailer, and offline boutiques.The Yvmin x Documents “Heart Waves” marketing campaign casts digital avatars to highlight equipment. Photo: Yvmin’s XiaohongshuNetizen ReactionThis just isn’t the primary collaboration between the 2 manufacturers. Their inaugural crossover for final yr’s Qixi impressed netizens with their black-and-pink themed marketing campaign. Their offline pop-up opened in August 2021 attracted native fashionistas to put up their in-store snapshots on Xiaohongshu and Weibo. However, with simply on-line initiatives this yr, there’s much less social site visitors in comparison with final yr.VerdictLaunched in 2015, Yvmin has change into a go-to accomplice for native style and wonder manufacturers, becoming a member of arms with names akin to Shushu/tong, Didu, and Le Fame. These co-branded sequence have been largely necklaces and earrings combining Yvmin’s avant-garde DNA and its collaborator’s iconic design components.Founded in 2020, Documents is a high-end perfume label recording fast progress within the native market, attracting investments amounting to hundreds of yuan. In addition to edgy visible merchandising at offline shops, the startup firm is agile in content material advertising and marketing. It lately kicked off an editorial initiative named “Smell Forward,” which interviews customers and shares their tales.As youthful generations need to make private statements with their look past attire and cosmetics, perfume and equipment have change into two of essentially the most promising classes within the Chinese market. In the Documents x Yvmin case, each events share a target market with related tastes and aesthetics, making the tie-up a sweet-smelling success.

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