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Be Inspired

Be Inspired

Michael Carnevale

Michael Carnevale

October 22, 2018

Because beauty is everywhere.

"The overall development process was unusual, and sometimes disruptive, and was made possible by a unique relationship based on trust and collaboration."

Safia Bouyahia, creative director of BETC ETOILE ROUGE (previously BETC Luxe), and Christophe Pradère, CEO of BETC Design and founder of BETC Asia tell us about this electric spot for beauty brand Marie Dalgar.

 

So, give us some background on BETC’s relationship with Marie Dalgar.

The story between BETC and Marie Dalgar started with the 2013 encounter of Christophe Pradère, CEO of BETC Design and founder of BETC Asia, and Masa Cui, the founder of Marie Dalgar. It was the beginning of a beautiful story. The brand was always attracted to France—a source of inspiration for its name—and the team at Marie Dalgar quickly developed strong ties with BETC. That’s how together they decided to put the Chinese culture at the heart of the brand. And that’s how BETC has designed the now iconic black square, calligraphic Marie Dalgar logo.

In the past 10 years, Marie Dalgar has become a leading Chinese makeup brand in China, so why are they releasing their first integrated brand campaign now?

Marie Dalgar was built on strong product culture. They started with mascara, growing popular in Chinese Tier 2 and Tier 3 cities. And have then developed a one-of-a-kind expertise for innovative product development. Their communication was always driven by the product. Now the brand has new ambitions. They want to target millennials in Tier 1 cities, establish a presence in high-end shopping malls, and expand to Southeast Asia. They needed a strong brand campaign to raise needed equity.

While the visuals, which are important (and incredibly shot) for the story, the music behind this spot feels like it takes the stage here. Did you start with music first and then work the visual aspect?

No, we started with the idea and image intentions—the urban journey of exploration. But we knew from the start we wanted a fluid rhythm with a bold, assertive beat to accompany the seamless and sensual stroll.

The overall development process was unusual, and sometimes disruptive, and was made possible by a unique relationship based on trust and collaboration. A core team at BETC creatively led by Safia, working closely with Marie Dalgar, crafting the campaign live, in Shanghai.

"Beauty is everywhere in urban spaces. So we invite everyone to be curious, to look around, to catch beauty wherever it may be. To create their own beauty."

The campaign is titled “Be Inspired.” How did you come up with this direction for the brand, and how do you hope to inspire people through this?

The brand idea is inspired by Marie Dalgar’s personality. It’s an open brand, curious, dynamic, free, collaborative, that takes inspiration and energy wherever it is from fashion, music, art, and people’s urban behaviors. The brand’s vision of beauty has no inhibitions or limitations. It’s not authoritarian. Our work was to simply put words and images behind this vision of beauty:

Beauty is everywhere in urban spaces. So we invite everyone to be curious, to look around, to catch beauty wherever it may be. To create their own beauty.

Does this spot primarily focus on the Asian market, or is it a global campaign?

It’s a global campaign that will initially focus on Chinese and Asian markets. It was designed to be a universal Chinese campaign.

The philosophy and vision of beauty is anchored in the local culture. The setting is Shanghai, modern China, and shows the brand’s pride in it’s Chineseness. But the vision of beauty it promotes is powerful and universal. It is intimately linked to urban centers.

We use Shanghai as the world city, filled with endless dynamism and creativity. Urban beauty, urban culture is universal. The campaign, through Louis de Caunes’ camera, reveals the beauty of the lively, messy, dirty, amazing streets of Shanghai. Before maybe exploring another urban hub.

What can we expect from this campaign and partnership in the future?

Our collaboration is unique, and “Be Inspired” is unique in the beauty category. We won’t stop there. We are already working on the follow-up to the campaign, to which we will bring even more inspiration.

We wanted to bring beauty out of studios, and stage it outside, in the streets, inspired by real life, by the people. Creating this dialogue between beauty and daily urban life puts creativity within everyone’s reach. That’s what our heroine embodies—an uninhibited, bold, free beauty. She moves always forward, curious, playing with her own beauty.

"The overall development process was unusual, and sometimes disruptive, and was made possible by a unique relationship based on trust and collaboration."

Safia Bouyahia, creative director of BETC ETOILE ROUGE (previously BETC Luxe), and Christophe Pradère, CEO of BETC Design and founder of BETC Asia tell us about this electric spot for beauty brand Marie Dalgar.

 

So, give us some background on BETC’s relationship with Marie Dalgar.

The story between BETC and Marie Dalgar started with the 2013 encounter of Christophe Pradère, CEO of BETC Design and founder of BETC Asia, and Masa Cui, the founder of Marie Dalgar. It was the beginning of a beautiful story. The brand was always attracted to France—a source of inspiration for its name—and the team at Marie Dalgar quickly developed strong ties with BETC. That’s how together they decided to put the Chinese culture at the heart of the brand. And that’s how BETC has designed the now iconic black square, calligraphic Marie Dalgar logo.

In the past 10 years, Marie Dalgar has become a leading Chinese makeup brand in China, so why are they releasing their first integrated brand campaign now?

Marie Dalgar was built on strong product culture. They started with mascara, growing popular in Chinese Tier 2 and Tier 3 cities. And have then developed a one-of-a-kind expertise for innovative product development. Their communication was always driven by the product. Now the brand has new ambitions. They want to target millennials in Tier 1 cities, establish a presence in high-end shopping malls, and expand to Southeast Asia. They needed a strong brand campaign to raise needed equity.

While the visuals, which are important (and incredibly shot) for the story, the music behind this spot feels like it takes the stage here. Did you start with music first and then work the visual aspect?

No, we started with the idea and image intentions—the urban journey of exploration. But we knew from the start we wanted a fluid rhythm with a bold, assertive beat to accompany the seamless and sensual stroll.

The overall development process was unusual, and sometimes disruptive, and was made possible by a unique relationship based on trust and collaboration. A core team at BETC creatively led by Safia, working closely with Marie Dalgar, crafting the campaign live, in Shanghai.

"Beauty is everywhere in urban spaces. So we invite everyone to be curious, to look around, to catch beauty wherever it may be. To create their own beauty."

The campaign is titled “Be Inspired.” How did you come up with this direction for the brand, and how do you hope to inspire people through this?

The brand idea is inspired by Marie Dalgar’s personality. It’s an open brand, curious, dynamic, free, collaborative, that takes inspiration and energy wherever it is from fashion, music, art, and people’s urban behaviors. The brand’s vision of beauty has no inhibitions or limitations. It’s not authoritarian. Our work was to simply put words and images behind this vision of beauty:

Beauty is everywhere in urban spaces. So we invite everyone to be curious, to look around, to catch beauty wherever it may be. To create their own beauty.

Does this spot primarily focus on the Asian market, or is it a global campaign?

It’s a global campaign that will initially focus on Chinese and Asian markets. It was designed to be a universal Chinese campaign.

The philosophy and vision of beauty is anchored in the local culture. The setting is Shanghai, modern China, and shows the brand’s pride in it’s Chineseness. But the vision of beauty it promotes is powerful and universal. It is intimately linked to urban centers.

We use Shanghai as the world city, filled with endless dynamism and creativity. Urban beauty, urban culture is universal. The campaign, through Louis de Caunes’ camera, reveals the beauty of the lively, messy, dirty, amazing streets of Shanghai. Before maybe exploring another urban hub.

What can we expect from this campaign and partnership in the future?

Our collaboration is unique, and “Be Inspired” is unique in the beauty category. We won’t stop there. We are already working on the follow-up to the campaign, to which we will bring even more inspiration.

We wanted to bring beauty out of studios, and stage it outside, in the streets, inspired by real life, by the people. Creating this dialogue between beauty and daily urban life puts creativity within everyone’s reach. That’s what our heroine embodies—an uninhibited, bold, free beauty. She moves always forward, curious, playing with her own beauty.

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