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定價比香奈兒5號高,包裝很素?Le Labo產品的五個巧思

小眾香水品牌 Le Labo於2006年創立於紐約。作為一個從不打廣告的香水品牌,Le Labo依靠產品的巧妙設計,近幾年在社交媒體悄悄走紅。目前,產品已經從香水延伸到傢居香氛、男士修容用品、個護產品等。Le Labo的洗護套裝已經是柏悅、艾迪遜、費爾蒙等五星級酒店的標配。2014年10月,Le Labo被雅詩蘭黛集團收購。

在競爭激烈的香水領域,產品能如何做差異化?橙灣大學在深挖瞭Le Labo之後,總結出瞭五個獨特的產品設計之處:

1)瓶身就像試劑瓶

“Le Labo”一詞在法語中是“實驗室”(laboratory)的意思。Le Labo的香水瓶也像實驗室的試劑瓶一樣,瓶身透明,還貼上瞭一張極像試劑瓶“標簽”,標簽上的字體很像用老式打印機敲出來的字,有一種粗糙的復古感。

標簽上所列的內容如下:


  • 產品名稱
  • 容量
  • 類型:EDP(淡香精)
  • 香水制造地:Le Labo把自己的門店都叫作“實驗室”
  • 灌裝時間
  • 為誰制作的

Le Labo門店,店員可以現場制作香水並灌裝到瓶子裡,所以標簽上的內容可以高度定制化,現場打印出來貼上去。


2)產品名 = 主調香 + 用料數量


通常,香水產品的名字都抽象浪漫,引人聯想。但是Le Labo卻另辟蹊徑:

每一款 Le Labo的產品名 = 主調香 + 用料數量

乍一看,這種命名方式非常古怪,但這正是Le Labo的兩位創始人“讓香水回歸本質”理念的直接反映。

比如:

Le Labo Santal 33 主調香就是檀香,香水一共用瞭33種原料。

Le Labo Rose 31 主調香就是玫瑰,香水一共用瞭31種原料。

Le Labo Ylang 49 主調香就是依蘭,香水一共用瞭49種原料。

……

3)不分前中後調

通常,為瞭讓用戶從互聯網上更能“腦補”出香水的具體氣味,香水品牌都會列出香水的前、中、後調。讓用戶即便是線上購買,也有具象的瞭解。但是,Le Labo的創始團隊卻不選擇把香水按“三段式”劃分,而是突出產品的整體感。

4)男女通用(unisex)

Le Labo所有產品都是男女通用的。Le Labo的兩位創始人認為,香味其實是沒有嚴格的男女劃分的。香水品牌之所以選擇把香味劃分男女,目的主要是為瞭讓消費者更快瞭解產品,但也是給產品設限——Le Labo的產品則是有“無限可能”的,所以並未區分男女香。

5)包裝的“手作感”

一瓶50毫升Santal 31香水的售價為192美元,而同樣容量的香奈兒5號(CHANEL N°5)香水售價為105美元。比較起來,Le Labo 香水售價是香奈兒5號的1.8倍!

與定價反差的是,Le Labo的包裝並沒有繁復奢華,反而有一種“真誠的手作感”。

盒子上Le Labo下面的“Grasse - New York”,表示香水的原料從法國的香水之都格拉斯(Grasse)而來,在紐約進行調配灌裝。

標簽與香水瓶上的標簽幾乎一模一樣,隻是紙張大瞭一些。雖然包裝很簡單,但是Le Labo的很多用戶十分認可這種環保、質樸的風格。

了解更多Le Labo資訊,歡迎登陸Le Labo 台灣官方網站查看。

延伸閱讀:

LE LABO 香水推薦

Le Labo 品牌故事

 LE LABO城市限定系列介紹

Le Labo 33 評價

木質調香水推薦

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