The Rise of China’s Fashion and Beauty Pride — what can we learn from past mistakes in branding How can foreign brands better address the growing cultural pride of Chinese consumers through visual branding? Valuable lessons from jewelry, fashion, and skincare industries as global and Chinese brands revamp their appeal to millennial’s cultural prid Louis Houdart CEO, CREATIVE CAPITAL / Chief Strategy Officer, Altavia Group - Founder of CREATIVE CAPITAL (Shanghai, Paris, Hong Kong, Jakarta, New York) - Executive Board Member of the French Chamber of Commerce in China

1. HOW TO ADDRESS CULTURAL
DIFFERENCES
AND THE CHALLENGES OF EAST MEET
WEST
Louis Houdart – Creative Capital Founder and Global CEO

2. WHO ARE WE?
Creative Capital is the first award winning made in China, international branding agency,
headquartered in Shanghai and with offices in Shanghai, Hong Kong, New York, Paris and Jakarta.

3. WE DESIGN CULTURE
WE CREATE BRANDS.

4. Creative Capital A 360 degree brand activation partner
BRAND RENOVATION for Asia market
ü From selling products to telling stories
BRAND ADAPTATION for the Asian consumers in travel retail and luxury retail experience
ü Assisting western brands to bring relevant experience and emotions to the Asian consumers
while keeping its original DNA
BRAND CREATION for Asia market
ü Helping Asian distributors, makers to go up the value chain
THE TRAVEL RETAIL EXPERIENCE
ü Tailor made travel retail experience for the Chinese and Indonesia travelers
At Creative Capital, we are always committed to strengthen the positive impact of our business to society, and
have put a special methodology to bring a positive impact thanks to our designs.

5. HOW TO ADDRESS CULTURAL
DIFFERENCES
AND THE CHALLENGES OF EAST MEET
WEST
Louis Houdart – Creative Capital Founder and Global CEO

6. EAST MEET WEST
Part 1
Innovating the story telling and how brands
work to be relevant to China

7. Beauty is in the eyes
of the beholder
美丽取决于个人的眼光

8. EAST BY
EAST
东方眼里的东方
EAST BY
WEST
西方眼里的东方
EAST MEETS
WEST
东方遇见西方
NARRATIVE ?
故事？
NARRATIVE ?
故事？

9. EAST BY WEST
西方眼里的东方

10. WHAT IS THE EAST ?
东方是什么？

11. WHAT IS THE EAST ? / 何为东方？
A TERRITORY ? 领土？

12. WHAT IS THE EAST ? / 何为东方？
AN ERA ? 一个时代？

13. SINCE 1801?
自1801？

14. SINCE 1801?
自1801？

15. WHAT IS THE EAST ? / 何为东方？
A SERIES OF SYMBOLS ? 一系列的标志？

16. DRAGON?
龙？

17. LOUIS VUITTON - LIFE IS A JOURNEY

18. CARTIER - ODYSSEY

19. THE VOYAGE
It is the dominating narrative for
adapting and connecting with foreign markets while
connecting with their domestic consumers.

20. EAST BY WEST
西方眼里的东方
EAST BY EAST
东方眼里的东方
THE ORIENT
东方
?
EAST
MEETS
WEST
东西 遇

21. ICONS
标志性的
EAST BY WEST
ORIENT
西方眼里的东方
东方

22. ACCENTS - MYSTERY - ELSEWHERE
古老的 - 神秘的 - 别处的
EAST BY WEST
ORIENT
西方眼里的东方
东方

23. LOUIS VUITTON - ASIAN INSPIRATION
The Orient

24. CHANEL - BOMBAY COLLECTION
The Orient

25. DOLCE & GABANA - ASIAN INSPIRATION
The Orient

26. GUERLAIN SHALIMAR - INSPIRED BY MUNTAJ MAHAL STORY
The Orient

28. YSL OPIUM - DECADENT - SEXUALIZED
The Orient

30. TATCHA - U.S.A（美 ）

31. TATCHA - U.S.A（美 ）
-
Luxury Skincare Inspired By
Geisha Beauty Rituals
“I created TATCHA as a way to share the
treasures and knowledge discovered on my
journeys East” – Victoria Tsai, CEO
灵感来自于艺妓美轮美奂的仪式的
奢侈护肤品
“我创立TATCHA是为了分享我在东方旅行时发现
的瑰宝和知识”- Victoria Tsai，CEO

32. THE HISTORY OF WHOO - KOREA （韩 ）

33. THE HISTORY OF WHOO - KOREA （韩 ）
-
“Traditional Korean royal culture is
revived with modern science to create the
most precious aesthetic beauty”
“传统韩 皇室文化被现代科技活化，
创造出最珍贵的护肤美学”

34. THE
ORIENT
东方

35. EAST BY EAST
东方眼里的东方

36. EAST BY WEST
西方眼里的东方
EAST BY EAST
西方眼里的东方
THE ORIENT
东方
INNER HARMONY
内在的和谐
EAST
MEET
WEST
东西 遇

37. LIFESTYLE
生活方式
EAST BY EAST
INNER HARMONY
东方眼里的东方
内在的和谐

38. LABEL FREE - PLAYFUL - BALANCE
无标签 - 好玩 - 平衡
EAST BY EAST
INNER HARMONY
东方眼里的东方
内在的和谐

39. ICICLE - MADE IN EARTH - LABEL FREE INSPIRED
之禾 - 陆地制造 - 灵感自无标签

40. JNBY - YOUTHFUL MODERN - UTILITARIAN - “JUST NATURALLY BE YOURSELF”
江南布衣 - 年轻时尚 - 实用主义 - “自然地做自己”

41. ZUC ZUG - SCREEN ERA READY - CONVERTIBLE CLOTHING - EVERYDAY LIFE
素然 - 荧幕时代完备 - 可变幻着装 - 日常生活

42. HERBORIST - CHINA（中 ）

43. HERBORIST - CHINA（中 ）
-
“Where tradition meets innovation for
a new vision of beauty”
“传统与革新相遇的审美新视觉”

44. INOHERB - CHINA（中 ）

45. INOHERB - CHINA（中 ）
-
“Pharmacist harmony between
science and nature”
“药妆科学与自然之间和谐”

46. INNER
HARMONY
内在的和谐

47. TWO DIFFERENT APPROACHES TO BEAUTY
Western approach / 西方方式
A LOGIC OF CONTROL
逻辑控制
Eastern approach / 东方方式
A LOGIC OF COMPREHENSION
内涵的逻辑
Relying on Icons
依赖于标志
Culture masterizes Nature
文化主导自然
Relying on Lifestyle
依赖于生活方式
Nature is source of Culture
自然是文化的源泉

48. EAST MEETS WEST
东方遇见西方

49. EAST BY
EAST
东方眼里的东方
EAST BY
WEST
西方眼里的东方
EAST MEETS
WEST
东方遇见西方
THE ORIENT
东方
INNER HARMONY
内在的和谐
OPPOTUNITIES TO
EXPLORE INNOVATIVE
STORYTELLING
探索故事阐述革新的机会

50. EAST BY EAST
东方眼里的东方
-
INNER HARMONY
内在的和谐
EAST MEETS WEST
东方遇见西方
-
MIX & MATCH
混合与搭配
EAST BY WEST
西方眼里的东方
-
THE ORIENT
东方
LIFESTYLE
生活方式
ICONS
标志
+

51. The POP-UP
06
Ut wisi enimorem
ipsum dolores
国 国之福 知此两者
亦稽式德
Lorem Ipsum has been the industry’s standard dum-
my text ever since the 1500s, when an unknown prin-
ter took a galley ype and scrambled it to make a type
specimeLorem Ipsum is simply dummy text of the ing
industry.
孰能安以久动之徐生？保此道者不欲盈，夫惟不盈，故能敝
不新不得已而用之上夫兵者，不祥之器，物或之，故有道者
不处。君子居左，用兵右。兵者不祥之器上居右式
COLLECTIONSPETITE,TIENDI,LINGLONG
兵者不祥孰能安以久动之徐生之器非君子
QEELIN – CHINESE EMOTIONS / QEELIN - 中 情绪

53. GUO PEI & MAC- CHINESE IMPERIAL SEMI COUTURE / 郭培&MAC - 中 皇家半高级定制

54. GUO PEI & MAC- CHINESE IMPERIAL SEMI
COUTURE / 郭培&MAC - 中 皇家半高级定制
-
“Exploring themes of vitality in Chinese
culture through vivid florals,
prints and colors”
“从生动的花、 案、颜色来探索中 文化
的生命力”

55. CHRIS CHANG FOR MAC

56. CHRIS CHANG FOR MAC
-
“Featuring a vivid kaleidoscope of cutting-
edge colour, inspired by the ancient Chinese
art form Kunqu.”
“呈现了万花筒一样前卫的颜色，
从古老的中 艺术昆曲里获取的灵感。”

57. SHU UEMURA × MAISON KITSUNE

58. SHU UEMURA × MAISON KITSUNE
-
“A new take on beauty classics of east and
west with a modern twist”
“一个东西方经典美学的时尚变化革新”

59. KENZO - JAPAN (日本）

60. KENZO - JAPAN (日本）
-
“Multicultural fashion that blends the East
and West into one vibrant colorful world”
“多重文化的时尚把东西方融合成一个充满生
机的缤纷世界”

61. ERBORIAN - KOREAN-FRENCH - INTELIGENT BEAUTY / ERBORIAN - 韩 -法 - 智能美学

62. EAST MEETS WEST
MIX & MATCH
东方遇见西方
混合与搭配
Many opportunities in branding, ways of intergrating these two distinctive cultures and styles
MIX OF
GRAPHIC
STYLES
平
混搭
MIX OF
GRAPHIC
ELEMENTS
平
素混搭
MIX OF BRAND’S
SOUL AND
STORYTELLING
品 与
故事阐述混搭
MIX OF
INGREDIENTS
AND EXPERTISE
与
混搭
MIX OF
INGREDIENTS
AND DESIGNS
与
混搭

63. Thank you
谢谢
CREATIVE CAPITAL SHANGHAI
Louis Houdart - Founder & Global Director
Louis@creativecapital.cc
+86 138 1706 7930
尚文路133弄82-83号
No.133 Shangwen road, House 82-83, Shanghai
-
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