av cultural insight finalv3

8/13/2019 AV Cultural Insight Finalv3

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November 2013

East Meets West: A Fusion of Horizons in Healthy Living


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1 Confidential

Todays focus

1. The evolving

healthcare landscape

in the US, UK & China

2. Cultural codes

blending Eastern and

Western approaches


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Health in the East and West are both defined along the lines of

negationnot ill, not injured, no defects, no disease.

the state of being free from illness or injury

Oxford English Dictionary

1.

A normal physiological function, with no defect or disease

(Human body)

2. (

Under normal circumstances, with no defects(Things)

Modern Chinese Dictionary


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Yet the Western and Eastern approaches to health are rooted in two

opposing philosophies.

Collective

PhilosophyHolistic

Slow

Prevention

Disease

Individual

ScienceSpecific

Fast

Treatment

Symptoms


5/50Prepared for Client Co Name Project Name or Code Name Confidential18 November 2013 4

And by extension, themes that orbit around health have taken on

different roles and relationships

HEALTH

SCIENCE

West: factual reality

East: control

NATURE

West: purity

East: holism

PHILOSOPHY /

SPIRITUALITY

West: navigator / guide

East: life force

WELL-BEING

West: happiness

East: self development


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For this mini study, were going to focus on 3 markets (2 Western,

1 Eastern) to help inspire local/global opportunities in health

innovation and marketing


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The private vs public conundrum in healthcare is playing out differently

in each of our marketsreflecting deep rooted cultural values,

historical trajectories and future goals

US GOAL: FROM HIGHLY PRIVATIZED MARKETPLACE TO AFFORDABLE COVERAGE FOR THOSE WHO NEED IT

UK GOAL: FROM ESTABLISHED NATIONAL HEALTHCARE SYSTEM TO GREATER EMPOWERMENT AND CHOICE

CHINA GOAL: FROM HIGHLY DISCRIMINATORY MARKETPLACE TO UNIVERSAL HEALTHCARE FOR ALL


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To understand each

market at a morenuanced level, we need

to look at the cultural

shifts taking place whichare shaping the future.


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INDIVIDUAL ILLNESS COMMUNAL EXPERIENCE

US key shift

Health has historically been viewed as a private affair as individuals were

discouraged from speaking about ailments and expected to manage health

on their own. More recently communities have come together to support and

discuss the well-being of society as a whole.


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Prepared for Client Co Name Project Name or Code Name Confidential18 November 2013 9

HEALTH STAGES HEALTH LONGEVITY

US key shift

Age and life stage determined health in an era when youth were seen to be

indestructible and the elderly had an expiration date. Health is now

increasingly regarded as a result of healthy lifestyle choices at all ages one

can also fend off illness by making better choices.


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ONE FITS ALL RIGHT FOR ME CHOICES

US key shift

Healthcare was managed by large corporations and remained inaccessible

and confusing to the individual. With increased access to healthcare,

individuals are beginning to play a larger role in choosing the plans that are

most fit for them.


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MENTAL HEALTH TABOO OPEN CONVERSATIONS

UK key shift

As a reserved culture, mental health issues in Britain have long been

shunned due to stigma and shame. This is starting to change with a number

of campaigns and initiatives addressing issues such as bullying, work-related

stress and a failing support system.


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ALL OR NOTHING EXPERIENCE AND ENGAGE

UK key shift

From the extremely tough to the extremely fun, the drudgery of exercise has

been replaced by fully immersive, increasingly communal experiences.

Exercise doesnt feel like simply the means to an end any longer, but is

expected to be an extremely enjoyable end in and of itself.


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BLUE COLLAR WHITE COLLAR

China key shift

Though blue collar manual labor has always been associated with lower

social status and related health problems, China is realizing that the white

collar dream also comes with its own strains and pains. Consequently, more

Chinese are beginning to aspire to a lifestyle that cultivates health and

wellness away from the office.


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PREVENTION PROTECTION

China key shift

Physical and mental wellbeing has long been anchored in prevention of

energetic imbalance and resulting discomfort. But accelerated economic

development is bringing about urban safety hazards - ranging from

environmental (pollution, radiation) to economic (food & product safety)

which is raising the importance of protection in health.


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WESTERN EMULATION CHINESE RENAISSANCE

China key shift

As Chinas international standing strengthens, the allure of, and reliance on,

western innovation is fading. A new national sense of confidence is driving a

growing interest in Chinese heritage and ideas like traditional Chinese

medicine and local creativity.


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EASY VITALITY CONTROL AND MONITOR

Global key shift

Increases in access to technology allow individuals to take more control and

responsibility for their health through minute tracking of eating, sleeping, and

exercise behaviors. Encouragement for moderate exercise is being replaced

by a more rigorous individualized approach to monitoring health over time.


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CORRECTION ENHANCEMENT

Global key shift

Problem-solution approaches to health targeted specific ailments and

corrected them in a systematic, linear way, bringing bodies back to

equilibrium. Innovations in technology now allow individuals to augment their

health to perform at a level that exceeds human capacity.


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ALWAYS ON ON AND OFF

Global key shift

Todays always-on lives offer unlimited choices and stimulation. But this

becomes overwhelming and exhausting, requiring a break. Tuning out by

turning inward allows refocusing, recharging, and ultimate fulfillment.


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Prpar pour/Prepared for (client)Nom du projet Confidentiel/Confidential 2016/02/2011Prpar pour/Prepared for (client)Nom du projet Confidentiel/Confidential 2016/02/2011

2. Cultural Codes Blending Eastern

and Western Approaches


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Cleanse &

Renew

4 health codes from each of markets

NaturalVitality

US

MysticNature

UK

Calm

Serenity

CHINA

Pure

Living

ScientificNature

Techno

Vitality

Raw &

Renewable

Botanical

Garden

Modern

Folk

Holistic

Science

Minimalist

Authenticity


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Cleanse &

Renew

Our US codes

NaturalVitality

MysticNature

Calm

Serenity

Pure

Living

ScientificNature

Techno

Vitality

Raw &

Renewable

Botanical

Garden

Modern

Folk

Holistic

Science

Minimalist

Authenticity

US UK CHINA


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Prpar pour/Prepared for (client)Nom du projet Confidentiel/Confidential 2316/02/2011Prpar pour/Prepared for (client)Nom du projet Confidentiel/Confidential 2316/02/2011

Mystic NatureHarnessing extraordinary natural forces to transform


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Fee-flowing curves and swirls e.g. liquid , vapors,

vines, flowers; objects changing forms;

Otherworldly glows and luminescence; suggestion of

primal forces e.g. volcanic , geothermal; feminine cues;

exotic, colorful animals; fanciful creatures e.g. faeries,

mermaids

Colors: vivid hues, jewel colors

Brand examples Language (sounds like) Signifiers (looks like)

Qure Water

Anna Sui

Brizo Faucets

Anthropologie

Celestial Sensations Tea

Kristjana Williams Designs and Dcor

Shu Uemura

A perfect combination of pristine purified water

infused with Mother Nature's basic minerals

(Qure Water)

How will it touch you? (Brizo)

Natural wonders, symmetry in all living things

(Kristjana Williams)

Regain your balance, awaken your spirit (Celestial

Sensations)

Mystic NatureHarnessing extraordinary natural forces to transform

C &


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Cleanse & RenewPurifying by focusing only on essentials

Cl & R


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Minimalism; organic shapes; see-through objects;

open sky and sea; suggestions of sanctuaries; sense

of science (lab-like settings, x-rays, sterile feel);

unfinished, open lines

Colors: white, transparent, sky blue


Skyn Iceland cosmetics

KenzoKi

SodaStream Source

Greenhouse Pot

Nannini transparent eyeglasses

Method liquid soaps

Yogajournal.com

Skincare that makes you feel good(KensoKi)

Solutions for stressed skinbringing it back into

balance (Skyn)

Reduce and refine (SodaStream Source)

Experience the true taste of purity (Voss Water)

Clean easy. Breathe easy (Method)

Cleanse & RenewPurifying by focusing only on essentials

R & R bl


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Raw & RenewableNatural strength from an eco-friendly source

R & R bl


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Bamboo; rounded contours with linear leaves; natural

strength; quick growth; verticality; renewability

Colors: natural wood, browns, rich greens


Firebamboo wave iphone case

Tarte Airbuki bamboo powder brush

Ambre invigorating herbal bath oil

Boobamboo conditioning treatment and makeup

removal wipes

carefully crafted, renewable bamboo (Firebamboo)

versatile and sustainably harvested (Tarte)

naturally stain resistant and antimicrobial (Bambu)

Rich in mineral and organic proteins, bamboo extract

helps strengthen the hair follicle and retain moisture

(boo bamboo)

Raw & RenewableNatural strength from an eco-friendly source

Techno Vitality


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Techno VitalityA modern approach to ancient wisdom

Techno Vitality


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Sleek diagonal stripes, bold blocking, metallic rims,

capital letters

Colors: jewel tones, metallic, black and white text

Solixir

CHI ionic hair color

Barbasol shaving cream

SIS Science in Sport energy fuel

Runa energy drink

All natural functional drink (Solixir)

ionic technology provides maximum color (CHI)

worlds first isotonic carbohydrate energy (SIS)

clean energy (Runa)


Techno VitalityA modern approach to ancient wisdom

Our UK codes


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Cleanse &

Renew

Our UK codes

NaturalVitality

Mystic

Nature

Calm

Serenity

Pure

Living

ScientificNature

Techno

Vitality

Raw &

Renewable

Botanical

Garden

Modern

Folk

Holistic

Science

Minimalist

Authenticity

US UK CHINA

Natural Vitality


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Natural VitalityWellbeing that glows with inner positivity. Radiant, blissful, optimistic contentment

Natural Vitality


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Glowing, smiling faces

Hair tousled by the wind

People spending time outdoorshappy and having fun

Hazy summer days and diffused sunlight

Nature in bloom e.g. blossom, long grass, flowers and

butterflies

Tendril like shapes unfurlinggrowth and renewal

Burts Bees

Pukka Teas

Special K

Itsu

Bumble and Bumble

Lululemon

Higher Living Tea

Evian

Close your eyes, look inside (Spa Ri tual)

Flourish (Martin Seligman)

Happy naked (Evian)

Harmonise (Pukka Teas)

Eat beautiful (Itsu)


Natural VitalityWellbeing that glows with inner positivity. Radiant, blissful, optimistic contentment

Calm Serenity


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Calm SerenitySecluded spaces away from the modern world that provide peace and tranquillity

Calm Serenity


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Pale, pastel colour palletgreens, blues, pinks and

yellows

Clear open landscapes and secluded natural

environments

Large expanses of sky and white fluffy clouds

People looking into the far distancecontemplation

and freedom

Nude

Euphytos Pure Shampoo

Dedon outdoor furniture

Undigitize me

Clarity arises from stillness in the same way that

confusion arises from chaos. Find some time to be still

today, to quiet the mind and get some headspace

Selfridges No Noise


Calm SerenitySecluded spaces away from the modern world that provide peace and tranquillity

Botanical Garden


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Botanical GardenThe natural goodness of herbal and botanical ingredients


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Modern Folk


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Bringing traditional folk craft up to date with a modern sense of elegance and style

Modern Folk


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Traditional crafts and artistry e.g. tapestry, printing,

weaving and mosaic

folk illustrations of farming and nature

Simple colour pallet using 2 or 3 shades

Wooden interiors

Domace Panon

Indi & co

National Trust

Doves Organic Farm

Womersley

Darkroom

KoyaJapanese restaurant and bar

Talks about tradition and heritage but often with a

modern twist

We couple the simple, healthy and traditional Sanuki

Udon with an elegant broth (Dashi), combined with a

dash of originality, is a small Udon restaurant in the

heart to London, and it is called KOYA.


Bringing traditional folk craft up to date with a modern sense of elegance and style

Our China codes


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Cleanse &

Renew

Natural

Vitality

US

Mystic

Nature

UK

Calm

Serenity

CHINA

Pure

Living

Scientific

Nature

Techno

Vitality

Raw &

Renewable

Botanical

Garden

Modern

Folk

Holistic

Science

Minimalist

Authenticity

Scientific Nature


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Natural strength improved by science

Scientific Nature


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Aatomy of leaves, natural scenes mixed with

science references e.g. science tubes with nature

in them and flower bursts; faded backgrounds, mix

of hard edges and organic shapes

Colors: soft hues, greens, whiteness, pastel hues

Renhe (protect stomach)

South Land (relieve throat

soreness)

Hengruida (prevent mastopathy)

Herborist (skin care)

Nature creates it, science refines it (Neways)

Helping you add another 20 years of life (Ren Huang

Sheng Wu)

The only path to holistic health (Neways)

Natural strength improved by science


Holistic Science


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Using holistic philosophy to get the best results out of science & technology

Holistic Science


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Taichi diagram; Yin-Yang eight trigrams; circles;

Chinese medicinal; flying bright lights; traditional

Chinese touches (paper cutting patterns)

Colors: metallic hues, greens, black&white, bright gold

or red, opposite colors

Help skin restore the ability of balance (Lancome)

Extracting the quintessence TCM to make the best out

of science (Yue Sai)

Taichi nourishing beauty for thousands of years

(Herborist)

White & Black (cold cure)

Yue Sai (skin care)

Lancome (skin care)

Wahaha (soda water)

Natures Gate (shampoo)

Cha Dao (tea drink)

Using holistic philosophy to get the best results out of science & technology


Minimalist Authenticity


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The complexity of fusing tradition & modernity in a simplified result

Minimalist AuthenticityTh l it f f i t diti & d it i i lifi d lt


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Single item on minimal background, fresh plants or

fruits, plants with rich traditional culturally meanings

(bamboo, caterpillar fungus)

Colors: light transparent colors (white, green), single

color

Deyi (wig)

Sanjiangyuan (Chinese caterpillar fungus)

Bright (yogurt)

Shuirong C100 (vitamin C drink)

Jurlique (skin care)

As it really is (Bright)

100% authentic squeezed juice

Minimal tone of voice


The complexity of fusing tradition & modernity in a simplified result


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Pure LivingE l i th it i t t i t lit f lif


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Natural landscapes and urban environments mixed,

people with relaxed & happy expressions, nature

Colors: white combined with vibrant green and/or blue,

multi- colored detail

Organic shapes

Haier

Master KongX sports

Aura

Venon

Environmental Bureau

Midea

Aspiring tone of voice

Fashionable new wind, healthy new home

I want the air from top of the Alps

Live, Organic & Raw


Employing the purity in nature to improve contemporary quality of life


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Thank you.

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