JOIE DES MÈRES

Joie des Mères is a seasonal promotion of Chanel’s Summer

2013 makeup collection,  L'été Papillon (Summer Butterfly) de Chanel,

for Mother’s Day exclusively at Neiman Marcus. Chanel makeup is

sold at various department stores, however Chanel fashion and

accessories are only sold at Neiman Marcus, which is why I chose it as

the department store client.

I chose to use this makeup collection as a seasonal promotion

marketed towards Mother’s Day because of the collections

reference to the butterfly and to summer (in particular, the idea of

nature, growth and maturity)—both of which can be related to the

concept of motherhood. Also, the vibrant colors of the collection

exude joy and vivaciousness, which corresponds to the idea of

celebration.

   

LOGO AND TAGLINE

The logo is a butterfly from one of the campaign ads for

Chanel’s Summer 2013 makeup collection, L'été Papillon (Summer

Butterfly) de Chanel. I chose this because it directly represents the

name and its allusion to life, as well as reflects the vibrant yet natural

aesthetic, and the exuberant yet elegant spirit of the collection.

Similarly, I chose the butterfly to allude to the concept of blooming

and development. This is to relate the collection to a Mother’s Day

promotion exclusively for Neiman Marcus. The idea of budding

flourishing emphasizes the notion of motherhood in reference to

growth and the cycle of life. Furthermore, a butterfly is the symbol of

Neiman Marcus.

The tagline is “Joie des Mères,” meaning, “Joy of Mothers.” I

came up with this because it refers to Mother’s Day as well as the

sense of vivaciousness. The font of the tagline is Papyrus. This name

is that of a plant, which alludes to the nature aspect of the theme.

The lettering is a color gradation from turquoise to blue to purple, in

toned down bright hues. These colors correspond to the butterfly

logo and its palette. They are also used throughout the campaign ads

for the collection, and are seen in some of the products themselves.

   

DISPLAY FIXTURE

The display fixture is a black, rectangular wicker flowerpot with

the Chanel signage, two butterflies, and inside there are three black

cylindrical flowerpots with products from the collection. This relates

to the theme because of its reference to nature and growth. Black

allows the colors of the butterflies, leaves, and cosmetics to pop,

which alludes to the collection’s vibrant essence. Black also maintains

the classic aesthetic of Chanel—black is a signature color—as well as

that of Neiman Marcus.

 

   

   

MANNEQUINS

The first mannequin is a head mannequin to display the makeup

from the collection. The more artistic application of the makeup is

featured to showcase the fantasy element of the collection, and its

sense of effervescence. A hairpin of the butterfly logo is placed at

the side of the mannequin’s hair to give it an essence of youth and

energy. The hair is pulled back into a neat bun with slightly tousled

hair in the front. This enables the makeup to be the main feature while

still referring to the liveliness of the theme.

The second mannequin is a hand mannequin to display the nail

polish from the collection. There are butterflies surrounding the hand

to give it more visual appeal, and to correspond to the theme and

logo.

   

   

   

POINT OF PURCHASE ITEMS

The first point of purchase item is a limited edition black

cosmetic bag for the Summer 2013 collection. Customers can receive

the cosmetic bag if they buy a Mother’s Day gift set of three (or

more) items from the collection.

The second point of purchase item is a bouquet of flowers that

can be purchased and then delivered for Mother’s Day. The bouquet

is a mix of roses, hydrangeas, and camellias—Chanel’s signature

flower and symbol. The flowers are in various shades of purple to

correspond to the predominant color of the theme, and the camellias

are white to represent the theme’s idea of life, as well as the other

signature color of Chanel. The bouquet is decorated with the

featured butterflies of the collection to relate to the theme. It also

comes with a personalized card and a cosmetic mirror—which has the

Chanel logo and the butterfly logo of the promotional collection.

 

     

WINDOW DISPLAY

The window display is essentially a shadow box, which is

generally what Chanel is featured in at Neiman Marcus locations. The

background is an image from the campaign of a woman’s face, with

flowers and butterflies shielding her from the nose up. I chose this

because it adds a sense of mystery and an ethereal quality to the

presentation of the collection. The featured woman directly

references the idea of Mother’s Day, and the bright colors of the

flowers and butterflies corresponds to the exuberant nature of the

collection. The products are placed on slightly raised black

platforms. This is to balance the composition. At the top is the

tagline, and at the bottom is the sub-tagline, both of which are

signage on the window itself. Black masking creates a border that

partially conceals the window. This corresponds to the black accent

seen throughout the promotional theme.