BOBBI BROWN中国区品牌总监刘月玲：低调的奢华

问题：您第一次与这个品牌接触是什么时候?当时对这个品牌的第一印象是什么,与您现在对品牌的理解有什么不同?

回答：1997年我加入雅诗兰黛集团，开始在新加坡分公司做雅诗兰黛品牌培训经理。 在雅诗兰黛品牌工作几年后，公司给我提供了几个机会，让我更好地发展。就在这时，一个品牌引起了我的注意，它就是Bobbi Brown。2000年我被提升为亚太地区培训总监，负责亚太地区11个市场的培训和特别活动项目。

我对Bobbi Brown感兴趣的一个重要原因是因为这个品牌独有的哲学理念和有别于其他品牌的特性。Bobbi Brown品牌的哲学是围绕着品牌创始人Bobbi本人的信念逐步形成的，那就是所有的女人都是美丽的，只要有一点知识和技巧都可以是美丽的。 而且，Bobbi也感到女人们都希望看起来像她们自己，只是更加美丽和自信。因此，Bobbi的化妆风格是“干净、清新、时尚”，使化妆成为一件非常简单，容易操作的事情。另外，我真的很喜欢Bobbi本人对待她的顾客和彩妆师的方式——非常真诚、容易亲近——她总是要确保我们在工作间里对所有的顾客都很好，确保我们不做强行推销——真心地帮助顾客，并教会她们如何看上去更美，也因此和我们的每一个顾客建立感情的纽带。

至今我已经在这个品牌服务7年了，虽然我现在的工作岗位与以往不同，我对品牌的看法仍然和7年前一样——Bobbi的美容哲学和她对全世界她的粉丝们的真诚一样牢固！事实上，随着Bobbi Brown本人和这个品牌在全世界变得更加成熟和有名，Bobbi箴言变得更加有力——Bobbi的使命就是帮助一个女人看起来更美！

问题：在中国市场推广此品牌时,您印象最深刻的一次最成功推广活动是什么?为什么?最失败的一次呢?为什么?

回答：Bobbi Brown进入中国才一年多的时间。我必须说，这点时间太短，以至于无法做出任何评价或者有一个长的可追溯的历史纪录！ 但我要说的是，几乎所有我们新店开张活动都非常成功，鼓舞人心！

我认为一个主要的因素是我们是一个“内容丰富有趣的”品牌，往往在大型活动里，我们都能让顾客坐下来，让他们感到放松和舒服，让他们看到我们只要使用一些专业性的技巧，简单地就能帮助她们变得更美丽。所以即便对她们来说，这个品牌看起来是个新品牌，但是实践胜于雄辩——当顾客看到我们的专业素养和具有亲和力的工作态度——更重要的是我们能为她们做到的事情使她们感到信服。

简而言之，我想每个人都是注重效果的。BOBBI化妆真的漂亮或者能更好地展现自己吗？这款妆效真的能让这位女士看起来像她自己，但又呈现了她最美的一面吗？我想只要我们坚持自己的理论和做事的原则，我们就会成功，这点是不会错的。

Bobbi Brown以一种隐约的方式散发着它的高贵和奢华。我们经常形容这个品牌“低调奢华”—我们在我们的工作间里提供最好的服务和培训。我们的特别之处在于我们有高水准的服务和培训，而受过良好培训，专业的，有亲和力的彩妆师就象我们的品牌大使一样，把品牌的精神传递给我们的顾客。

问题：您对该品牌目前在中国的推广情况满意么(与竞争对手相比销售额是否领先,品牌认知度是否领先)?为什么?未来对该品牌的期望呢?您希望通过您和您团队的努力,使该品牌在中国市场达到什么样的目标?

回答：是的。我对品牌目前在中国取得的成绩和成长趋势感到满意。Bobbi Brown是一个非常独特的品牌。当消费者了解这个品牌的哲学和Bobbi的价值观后，他们经常会“爱上”这个品牌。Bobbi在世界各地的粉丝们对Bobbi Brown始终保持强烈的忠诚度并追随品牌的发展。这些都因为每一款、每一个产品的实用性、完美的细节处理、名副其实的高品质，以及销售或演示产品的人们表现出来的真诚和专业素养。因此，在中国建立和发展这个品牌，我们要做的一件扎实的事就是确保我们开设的每一个工作间都能吸引顾客并留住他们。简单地说，我们可能目前在中国开的店不是最多的，而且Bobbi Brown在这个市场还很“年轻”——2005年8月它才进入中国市场！但从生产力而言，我们开的每一个店发展都很健康。

谈到期望，我对Bobbi Brown在中国的成长非常有信心。Bobbi的彩妆风格非常适合中国消费者——干净、清新和时尚的妆容，低调、不张扬，最自然的、最本色的也是最能被大众接受的，最时尚的。因此，我们看到这个品牌的前景非常令人兴奋！

问题：您认为?对一个成功的化妆品品牌而言,哪些因素是最重要的?产品质量?服务质量?消费者的口碑?购买方便?价格适中?在这些方面,您觉得目前该品牌在哪些方面比较领先,哪些方面需要努力,您为此做了哪些努力,有哪些计划?

回答：您提到的所有这些因素都是任何化妆品品牌要成功必备的因素。但是对Bobbi Brown来说，最重要的是在工作间里为顾客提供服务的Bobbi Brown彩妆师。我们的品牌靠的就是给予顾客最好的服务和指导，从而带来极好的声誉和追随者—我们是一个不做促销的品牌，也不依靠广告或者买赠—因此，很重要的一点是，我们的顾客们能通过口耳相传，把Bobbi Brown“推销”给她们的朋友们—就象分享任何好的体验。

另外，这个品牌提供了最高品质的产品—Bobbi总是坚持，如果她的任何一个产品做得不好，或者达不到她的要求的话，他们就不值得把她的名字印在包装上！还有一点重要的是，Bobbi总是认真地跟顾客交流，倾听她们的心声—她非常了解她的顾客们的需求，为她们设计合适她们用的产品——因此我们常有客户称这个品牌非常“人性化”。

（受访人以英文作答，现附原文回答，如与中文翻译内容有出入，以英文为准）

A1.I have been with the Estee Lauder Companies since 1997 and started with the Estee Lauder Brand in Singaporeas the Affiliate's Training Manager. After several years with Lauder, I was given several opportunities to grow within the company, however, the one Brand that captured my attention was Bobbi Brown. In year 2000, I was then promoted to Asia Pacific Regional Education Director, taking care of 11 markets' education and special event programs, in the AP region.

The reason I took interest in Bobbi Brown was because of the Brand's unique Philosophy and points of difference versus other brands. The Philosophy of the Brand evolves around Bobbi's belief that all women are beautiful and can be beautiful, given a little knowledge and skills. Moreover, Bobbi also feels that women wants to look and feel like themselves, only prettier and more confident. Hence, Bobbi's style of makeup is "clean, fresh and modern", keeping it very simple and easy to manage. In addition, I truly like the way Bobbi herself, relates to her customers and to her makeup artists, it is very real and approachable always ensuring we treat all customers really nice at our Studios, making sure we do not pressure sell and building emotional bonding with each and every customer through truly wanting to help and teach the customer how to look great.

Till now, after being with the Brand for more than 7 years, and now working in a different role, I see the Brand as still the same 7 years ago, the Philosophy has stood firmly as Bobbi's integrity to all her fans around the world! In fact as Bobbi Brown, the person and the Brand, becomes more mature and well-known around the world, Bobbi's mantra becomes even stronger. Bobbi's mission is to help make a woman look her prettiest!

A2.In China for only 1 year plus, I must say it is too short a time to make any evaluation or have a long track record! But I must say, almost all our new Studio opening events have been very successful and heart-warming.

I think one major factor being we are an "action-packed" brand that is truly able to sit customers down, put them at ease and comfortable, and show them how easy we can help them look prettier with a few professional, yet easy to do tips and techniques. So even though the Brand may seem new to them, but action speaks louder than words when customers see our professionalism and approachable manners and more importantly what we can do for them they are convinced.

In short, I think everyone look at the performance result is the makeup really pretty or well demonstrated? Did the makeover make the woman look like herself but at her prettiest? I think when we stick to our principles and the way to do biz, we will be successful and this never fails.

Bobbi Brown exudes prestige and luxury in a subtle way, we usually use these Chinese words to describe the Brand “低调奢华" and we would provide the best service and education at our Studios. As mentioned, we differ with our high level of service of education, coupled with very well-trained, professional and approachable makeup artists acting as the Brand's ambassadors.

A3.Yes, I must say I am happy with the Brands progress and current biz trend in China. Bobbi Brown is a very unique Brand, and wh en customers get to understand the Brand's Philosophy and Bobbi's values, they usually "fall in love" with the Brand. Bobbi fans around the world stick to the Brand with strong loyalty and great following because of the practicality, nicety, reality and genuine high quality of each and every product and the people selling/demonstrating the products. Hence, in building and expanding the Brand in China, we take a steady approach, ensuring that every Studio we open is able to recruit customers and maintain them well. In short, we may not have the most numbers of doors in China at this point, and anyway Bobbi is still so "young" here, it was only launched in August 2005! But in terms of productivity, every door is a healthy one.

As for expectation, I am very confident of Bobbi Brown taking off in China as the Bobbi style or look really fits the Chinese consumers here the sleek, clean, fresh and modern way to do ones' makeup, not too overly done and not too loud, in the most natural and nude way is highly acceptable and most trendy. Hence, we see very exciting prospects!

A4.The success factors for any cosmetics brand are many as you have mentioned, but for Bobbi Brown, the most important is the Bobbi Brown makeup artists at the Studios serving our customers. As mentioned, our Brands relies upon the best service and education to customers and in turn, bring about superb reputation and great following, we are a non-promotional brand and do not rely on advertisements or gift-with-purchase, hence it is important that customers, by word of mouth, is able to "promote" the Bobbi Brown Brand to their friends, just like sharing good experiences.

In addition the Brand offers thehighest quality products. Bobbi always insists that if any of her products do not perform well or to her expectation, they do not deserve her name on it! Also important to note is that Bobbi always communicates to her customers and listens to them earnestly, she understands the needs of her customers well and design products that work for them in Chinese we usually have customers calling the Brand very "人性化"!