younger generation

Chanel Cult Colors. A story of Nail polish.

Chanel Cult Colors. A story of Nail polish.

Chanel released its campaign for a special Nail Polish collection called “Les Couleurs cultes”, which means Cult Colors in french. They have a clever Digital strategy to support this launch by disseminating a video that breaks into the codes of the Brand. In deed, we are much more younger, dynamic and playful…. yet with style. It is supposed to reach the tremendous online community interested in Nail polish. They are women, young and sensitive to style, trends…. and colour! Obvious. The…

When Luxury brands become the new cultural references

When Luxury brands become the new cultural references

Luxury Brands What defines a country, a group of people or any human association are often the common cultural references they share together. Literature, painting, sculpture, dance, religion or civic education are some of the many disciplines that generate symbols and habits. Luxury is also many times written into some heritage. While Baby boomers and generation X learned luxury via the possession of objects made by the brands, the younger generation, often called generation Y have a complete different approach….