To listen to Chinese woman and draw their real perceptions on women in New York, Paris, Tokyo and Shanghai. Based on insights, precisely grab the glamorous ingredients of NYC to fit Chinese women's aspirations with the right attitudes and due respect. And inspire Chinese women to be more confident and more assertive with Maybelline New York formula.

1. City Image Study
Presented to L’Oreal Group China

2. NY appeals to Chinese women for a
number of factors
The dynamic city atmosphere
The luxury life of the upper class
The attention that is enjoyed by being “Center Stage”
The colorful nightlife
The free spirit and individualistic attitude
McCann City Image Study July 2006

3. Different connections for different
NY aspirational elements
Aspirational elements
Elegance with Ease
Individualist 个人主义
Modern & cotemporary现代时尚 Wild & daring狂野大胆
Free自由 Self-centered自我
Luxury奢侈 Premium高档 Bold and open大胆开放
Independent 独立 High-key张扬
Hot and sexy性感/暴露
Dynamic有活力
Passionate热情奔放 Ambitious
Free and at ease自由随意 Exaggerated夸张
Fast 节奏快
Mature and sophisticated成熟稳重 CD/BJ do not enjoy Sex & the City
Confident自信 Colorful丰富多彩
•Esp. night life Cool 酷 Avant-garde前卫/另类
Combining hard and soft 刚柔并济 Calculating精明 •Street culture associated
with black hip-pop culture
Gorgeous Glamorous
Comfort Zone Challenging
McCann City Image Study July 2006

4. Consumers aspire to Paris for its:
Luxury and Indulgence
Joie de vivre
Unique disposition to elegance and sophistication
An idealized scenario - everything is rosy and beautiful
McCann City Image Study July 2006

5. Paris Vs. New York: two very different worlds
Paris New York
Romantic Pragmatic
Cultural Commercial (business)
Historical Modern/contemporary
Living ‘life’ Work
Slow paced Fast paced (and ambitious)
Profound Superficial
Low-key High-key
Introvert Extrovert
Mysterious Open
Peaceful and tranquil Dynamic and noisy
Self assured (与世无争） Materialistic
Artistic Matter of fact
Challenging elements for some Chinese women
Its bohemian, Its toughness,
artistic attitude its wilderness
McCann City Image Study July 2006

6. Tokyo’s perceived obsession for details
generate conflicting reactions
High-tech Tokyo is the fashion leader for the Youth
However, it also represents excessive refinement and
delicacy, and manufactured sweetness
McCann City Image Study July 2006

7. Business &
work
International
Metropolis
“Melting Pot”
As the most advanced city in mainland China, Shanghai is
looked up to because it offers more opportunities for
personal development and a better quality of life .
However, by no means is it as aspirational as the other three
cities and it’s got a long way to catch up.
Trend follower
“小资”, White collar
Fast- paced City
Look upon quality of life, a
McCann City Image Study July 2006 little bit superficial

8. The spontaneous feedback on the brand incorporates many
of the characteristics of New York but there is still a gap
• Logo: “Maybelline New York” 美宝莲纽约
• Communication: Print & TVC
STRONG ASSOCIATION • Attitude: Bold, open and daring, Free spirits,
Dynamic, Very young Trendy
• Colours: Metallic, rich, shiny
• Style: Lively, young, dynamic, modern
• Purchase Experience
• Mass Price NEGATIVE ASSOCIATION
• Mass Packaging
McCann City Image Study July 2006

9. The image gap between brand
communication and actual experiences
“美宝莲的广告，表现的就是纽约人的生活及打扮”
“说到纽约就想起它的化妆品，美宝莲”
“美宝莲用的颜色还是比较亮的，比较鲜艳的颜色，这个比较
纽约”
BRAND COMMUNICATIONS “This ad of Maybelline, it shows how people look and live in
NY.”
“When speaking of New York, I immediately think of the
cosmetics, Maybelline.”
“Maybelline’s color is quite bright, which is very New York”
“感觉纽约档次都很高的，它只不过外衣是那样的。”
“我老觉得不是很注重包装。不太漂亮。就是特别大众，塑料、玻
璃材料挺简单的”
“New York is supposed to be premium, and (MBL) only appears
PRODUCT EXPERIENCES
that way.”
“I think the package is not good. It does not look good – the
plastic or glass materials are quite simple, quite mass.”
McCann City Image Study July 2006

10. New York is a precious asset for the
Maybelline brand
• Maybelline and New York together create a strong appeal.
• New York adds to the brand a number of strengths:
– It suggests the idea of playing with multiple identities and looks
– of escapism to an exotic and energetic world and a successful look
– of self fulfillment - you can become someone that you can’t ordinarily be
in your everyday life
– and it captures a touch of wilderness…
“品牌的热辣奔放跟纽约很像”
“就是标准的纽约人，她看起来比较个性化的那种。那个气质是中国人没有的”
“美宝莲带来纽约的成功的感觉，成功女人的感觉”
“MBL (brand) feels hot and open, which is very New York”
“She is the typical type of people of New York, with her own personality and character,
which Chinese people won’t have”
“Maybelline brings the feeling of New York’s success, successful women”
McCann City Image Study July 2006

11. Don’t hide New York
• New York is an aspirational city for Chinese
women with a distinctive character. It brings
uniqueness and appeal to Maybelline.
• Don’t hide it.
McCann City Image Study July 2006

12. Even better: be overt
• Chinese women have often a superficial and
limited knowledge of the real New York.
• Be overt when providing visual references about
the city.
McCann City Image Study July 2006

13. NY is a chameleon city
and so are her spokespeople
• Since Chinese women understand what the NY
‘spirit’ is, they (especially those from Shanghai
and Beijing) are ready to go beyond a literal
interpretation of the ‘faces’ of New York .
• They can be Caucasian, Afro-American as well
as Asian, but they all need to share the right
attitude.
McCann City Image Study July 2006

14. More of the NY glamour in your future
• There is a gap between the Maybelline brand
image and New York’s image in terms of prestige
cues.
• The introduction of new product lines, with a
more sophisticated/advanced proposition, should
be considered to bridge the gap.
McCann City Image Study July 2006

15. Be confident
• When you are in New York, act like a New Yorker.
• Be confident: you’ll succeed (even if you are
actually in China).
McCann City Image Study July 2006

16. Thank you
McCann City Image Study July 2006