作为世界顶级的高端彩妆品牌， BOBBI BROWN由著名彩妆大师 Bobbi Brown 女士于1991年在美国纽约创立。以干净、真实、时尚的美妆哲学闻名于世，革命性首创自然裸妆概念在好莱坞，乃至时尚界、时装秀场皆享盛誉。
BOBBI BROWN COSMETICS was established in 1991 by the famous make-up master Bobbi Brown in New York City and is now one of the world's premium make-up brands. The fresh, clean and modern beauty makeup philosophy is now well known around the world. With its natural approach, BOBBI BROWN COSMETICS stood out in an era defined by over-the-top and unnatural beauty. It has thrived on having an excellent reputation, particularly in the fashion circle and throughout runway shows.
自2005年进驻中国，经过10余年探索，凭借专业的产品和独树一帜的优质体验服务，BOBBI BROWN 在粉丝中建立了良好的口碑，也让更多普通女性以自然的妆容呈现出自己独特的美丽。
Since its entry to the Chinese market in 2005, BOBBI BROWN COSMETICS has established a respectable reputation among cosmetics aficionados through its range of professional products and services that provide consumers with a unique experience,
allowing more and more ordinary women to flaunt their unique beauty with natural looking makeup.
▲BOBBI BROWN & TMALL联名包装
随着互联网的急速发展，消费者的购买习惯也在发生变化！逐渐由线下转为线上支付，天猫作为专业的电商平台有着天然的优势，BOBBI BROWN快速作出反应，2015年入驻天猫，成为当时为数不多拥有电商渠道的高端彩妆品牌。
With the rapid emergence of the Internet and E-commerce platforms, the purchasing habits of consumers are transforming at extraordinary speeds. Given that consumers’ nowadays are more and more willing to spend money online, TMALL is thriving as an overwhelming, superior and professional E-commerce platform. BOBBI BROWN COSMETICS understanding this shift in the market, quickly responded and in 2015 set itself on TMALL, which at that time was an unusual move for a high-end make-up brand to promote itself via an E-commerce channel.
▲BOBBI BROWN活动主页面
提到 BOBBI BROWN 的天猫平台，不能不提其背后的创意策划团队: ACTIVATION NODEPLUS作为一家曾与无数奢侈品牌深度合作的数字创意代理商，该公司的核心团队在广告创意、互动营销、Social 社群传播等不同领域都有丰富实战经验。
In consideration of the creative collaboration between TMALL and BOBBI BROWN COSMETICS, ACTIVATION NODEPLUS is the digital agency behind this initiative which has a history of successful collaborations with a number of luxury and premium brands. The agency has core competencies and abundant experiences in creative advertising, interactive marketing, social communication.
▲BOBBI BROWN产品页
▲BOBBI BROWN产品页
从无到有，凭着与高端品牌长期合作的经验，以及对视觉和品牌的整体调性的掌控，ACTIVATION NODEPLUS 为 BOBBI BROWN 建立了良好的电商形象，迅速提升了品牌的影响力。
With the experience in brand management, ACTIVATION NODEPLUS is proud to have long-term partnerships with high-end brands.The agency has helped BOBBI BROWN COSMETICS to enhance their brand image by establishing a solid E-commerce presence.
▲BOBBI BROWN活动主页面
▲BOBBI BROWN活动主页面
通过微淘、粉丝趴等淘内平台，大力曝光及话题制造，促进粉丝与品牌产生亲密互动,扩大品牌影响力。优质的买家通过话题和精美的图片分享点赞，将消费者转化为充满刺激消费的影响者。结合话题以贴近中国消费者的喜好进行推广，掀起一场美妆新体验，更提升了品牌的电商销量。
By leveraging Weitao and Fensipa within TMALL’s platform, the brand influence has been expanded through vigorous promotion of new topics and intimate interaction with fans of the brand. High-quality buyers stimulated via social topics and picture sharing have become key influencers. The brand's E-commerce presence creates a social buzz within Chinese consumers circles which successfully promotes this new type of beauty experience, and also boosts the sales on the E-commerce platform.
▲BOBBI BROWN粉丝趴页面
ACTIVATION NODEPLUS 还对消费者的使用习惯和消费行为进行了分析，深挖品牌DNA，寻找共通点。将电商和品牌的专业形象相结合，通过彩妆教学公开课的传播方式，将其权威、实用的妆容课程带给消费者，真正做到用专业角度引导消费者购买正确的产品。
ACTIVATION NODEPLUS dugs deep into the brand DNA by analyzing consumer habits and behavior, to find common ground with consumers. It capitalized on the professional image of BOBBI BROWN COSMETICS by combining E-commerce to ultimately guide consumers with a public make-up course, and provided practical tutorials, to assist them to buy the right products that best fit their needs.
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