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.