雅诗兰黛在马年，将品牌“待客厅”写入春节“团圆场”

Core Viewpoint - The article discusses how Estée Lauder successfully navigates the emotional landscape of the Chinese New Year by creating a meaningful connection with consumers through its "雅韵之家" (Yayun Home) campaign, emphasizing the importance of relationships and emotional understanding in brand communication during this significant cultural period [3][30]. Group 1: Brand Strategy and Emotional Connection - The Chinese New Year is a challenging time for brands to engage with consumers, as it requires a deep understanding of emotional dynamics and cultural significance [3][30]. - Estée Lauder's approach is rooted in the founder's philosophy of valuing personal relationships and understanding customer needs, which is reflected in their marketing strategy [7][10]. - The "雅韵之家" campaign is designed to create an immersive experience that resonates with the feelings associated with family gatherings during the New Year, rather than merely promoting products [18][28]. Group 2: Campaign Execution and Design - The campaign features a pop-up event in Shenzhen that draws inspiration from Estée Lauder's founder's home, creating a familiar and inviting atmosphere for visitors [18][19]. - Specially designed tableware for the event signals an invitation for guests to sit down and engage, reinforcing the theme of hospitality and connection [20][23]. - The limited edition gift boxes incorporate cultural elements and aesthetics, enhancing the emotional value of the products and aligning them with the festive spirit [24][26]. Group 3: Cultural Sensitivity and Long-term Engagement - Estée Lauder's strategy respects the existing cultural narratives of the Chinese New Year, positioning the brand as a guest rather than an intruder in the celebration [30][33]. - The campaign emphasizes the often-overlooked roles women play during the holiday, inviting them to be cared for and listened to, thus fostering a deeper emotional connection [35][36]. - This approach aims for long-term brand loyalty by creating memorable experiences that resonate with consumers beyond the immediate festive period [36].