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Copy path20127 - 2016-01-03 15:30:00 +0800 - 「日本語」当那些化妆品公司纷纷开起咖啡馆的时候_文化_好奇心日报.html
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20127 - 2016-01-03 15:30:00 +0800 - 「日本語」当那些化妆品公司纷纷开起咖啡馆的时候_文化_好奇心日报.html
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<h1>「日本語」当那些化妆品公司纷纷开起咖啡馆的时候_文化_好奇心日报
</h1><p><img src="http://img.qdaily.com/article/article_show/20160702144655LHwsWXe1pRSt6rzo.jpg?imageMogr2/auto-orient/thumbnail/!755x450r/gravity/Center/crop/755x450/ignore-error/1"></p><div class="article-detail-bd"><div class="author-share clearfix"> <div class="author"> <a rel="nofollow" href="javascript:void(0)" class="avatar x32 circle"><img src="http://img.qdaily.com/user/face/20160606193640a82PUC7txsyJDGw9.jpeg?imageMogr2/auto-orient/thumbnail/!80x80r/gravity/Center/crop/80x80/ignore-error/1"/> </a> <span class="name">陈思吟 </span><span class="date smart-date" data-origindate="2016-01-03 15:30:00 +0800"/><script language="JavaScript" type="text/javascript"><![CDATA[var o="div",a=" style='disp",b="lay:",c="none'";document.write("<"+o+a+b+c+">")]]></script><span class="date">2016-01-03 15:30:00</span><script language="JavaScript" type="text/javascript"><![CDATA[var o="div";document.write("</"+o+">")]]></script></div> <div class="com-share-favor" data-id="20127" data-title="《「日本語」当那些化妆品公司纷纷开起咖啡馆的时候》，来自@好奇心日报" data-pic="http://img.qdaily.com/article/article_show/20160702144655LHwsWXe1pRSt6rzo.jpg?imageMogr2/auto-orient/thumbnail/!640x380r/gravity/Center/crop/640x380/ignore-error/1" data-url="http://www.qdaily.com/articles/20127.html?sw=7f5dn" data-weiboappkey="2462590045"><div class="share-favor-bd clearfix"><a rel="nofollow" data-ga-event="pc:share:weixin" href="javascript:void(0)" class="share iconfont icon-weixin"/><a rel="nofollow" data-ga-event="pc:share:weibo" href="http://service.weibo.com/share/share.php" class="share iconfont icon-weibo"/><a rel="nofollow" data-ga-event="pc:share:tengxunweixin" href="http://share.v.t.qq.com/index.php" class="share iconfont icon-tengxunweibo"/><a rel="nofollow" data-ga-event="pc:share:kongjian" href="http://sns.qzone.qq.com/cgi-bin/qzshare/cgi_qzshare_onekey" class="share iconfont icon-kongjian"/><a rel="nofollow" data-ga-event="pc:share:douban" href="http://www.douban.com/share/service" class="share iconfont icon-douban"/><a rel="nofollow" data-ga-event="pc:share:linkedin" href="http://www.linkedin.com/shareArticle" class="share iconfont icon-linkedin"/> <a rel="nofollow" data-ga-event="pc:favor:aritcle" href="#" class="favor iconfont icon-heart"><span class="num smart-count" data-origincount="261"/></a> </div></div> </div> <p class="excerpt">通过这种方式传递品牌概念，好像也不错哦？</p> <div class="detail">
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日本少女系化妆品三大牌子里 <span>Laduree </span>本身就是做甜点起家，<span>2015 </span>年 <span>11 </span>月 <span>20 </span>日 <span>JILL STUART </span>在位于原宿的东急 <span>PLAZA </span>开设了期间限定的 <span>Cafe </span>。一如 <span>JILL STUART </span>化妆品的少女包装，充满幻想气息的银色店内陈设极受女性欢迎，就连甜点也令人看到就想直呼<span>“</span>可爱<span>”</span>。
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<img width="1024" height="1024" title=" " alt=" " data-ratio="1.0" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144650A8K2gtsM7PdBSWyf.jpg-w600"/><span> </span>
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<p><img data-format="jpg" data-ratio="0.406437" class="lazylad lazyload" alt="" src="http://img.qdaily.com/uploads/20160918124630Jo20tv7p63SFNTHe.jpg-w600"/></p>
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然而事实上，化妆品、香氛护理品牌在日本开设 <span>Cafe </span>已经形成了一股潮流。
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<span>2008 </span>年 <span>5 </span>月欧舒丹在涩谷开设了全球第一家 <span>Cafe </span>，紧接着 <span>6 </span>月便在池袋开设了第二家 <span>Cafe </span>。欧舒丹 <span>Cafe </span>一层用于陈列销售欧舒丹商品，二三层 <span>Cafe </span>装修充满南法风情，置于店内的木质书柜、陶器令人感到沉静，温暖的光线又使人仿佛感到置身于普罗旺斯。作为一家天然植物护肤的香氛护理品牌，欧舒丹 <span>Cafe </span>提供的料理强调自然、新鲜。
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<img width="1080" height="810" title=" " alt=" " data-ratio="0.75" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144651BQ2UFrmn0q8tgL7O.jpg-w600"/><span> </span>
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<img width="1080" height="1063" title=" " alt=" " data-ratio="0.98425926" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144651zSrv05P8iBmjogL4.jpg-w600"/><span> </span>
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表参道、青山地区汇聚了不少以有机食品为卖点的 <span>Cafe </span>，于是那些强调环保、有机概念的化妆品、香氛护理品牌便会把 <span>Cafe </span>选址于这个地区，雅诗兰黛集团下的洗护品牌 <span>AVEDA </span>与日本人气颇高的有机化妆品品牌 <span>THREE </span>就是其中的代表。 <span>AVEDA Cafe </span>的名字叫做<span>“PURE CAFE”</span>，都已经把纯净挂在名头上了，所有料理自然都由有机食品制成。除了 <span>Cafe </span>， <span>AVEDA </span>还提供预约制头部与身体 <span>SPA </span>服务，做完 <span>SPA </span>再去<span>“PURE CAFE”</span>也算得上理想的惬意周末了。<span>THREE </span>经营<span>“Revive Kitchen”</span>的方式与 <span>AVEDA </span>十分类似，<span>“Revive Kitchen”</span>设于 <span>THREE </span>位于北青山的旗舰店中，如出一辙的有机食品菜单与 <span>SPA </span>服务为的只是向消费者传递有机护理的概念。
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<img width="1080" height="717" title="PURE CAFE" alt="PURE CAFE" data-ratio="0.66388889" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144652Fy9cBHYhmprWOGNV.jpg-w600"/><span>PURE CAFE</span>
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京都化妆品老铺 <span>YOJIYA </span>（よーじや）的吸油面纸、护手霜等商品一直是赴京都旅行的女游客最乐于购买的手信之一。而由 <span>YOJIYA </span>经营的 <span>YOJIYA Cafe </span>也常常被列入京都旅行必去之地行列，如果说欧舒丹、<span>AVEDA </span>与 <span>THREE </span>最大的卖点纯天然，那么 <span>YOJIYA Cafe </span>最大的卖点莫过于京都风情。和果子、抹茶、艺伎脸这些普通游客心目中<span>“</span>京都该有的样子<span>”</span>全被囊括在 <span>YOJIYA Cafe </span>里，可 <span>YOJIYA Cafe </span>又不尽然全和风，抹茶芭菲、带有艺伎脸抹茶粉图案的卡布奇诺都是和洋结合的产物。<span>YOJIYA Cafe </span>在京都的店铺大多选址于古色古香的京都古民家中，坐在木造的古民家里一边品着带点新意的甜点一边望着窗外景致的京都庭院，这种既古又新的体验确实有些独特别，因此每逢赏樱旺季，位于银阁寺哲学之道附近的分店总是大排长龙。
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<img width="1024" height="768" title=" " alt=" " data-ratio="0.75" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144653CqeKbXmVyFGWa3RT.jpg-w600"/><span> </span>
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<img width="1080" height="810" title=" " alt=" " data-ratio="0.75" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/201607021446533IYZQmHdfzjJB5k4.jpg-w600"/><span> </span>
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当然对资生堂来说，上面那些品牌都不过是后来者罢了。早在 <span>1928 </span>年资生堂创始人福原有信就创立了资生堂 <span>Parlour </span>，作为当时上流阶层人士汇聚的场所而广为人知，它就相当于资生堂对外的一张名片。<span>2013 </span>年 <span>10 </span>月资生堂位于银座的<span>“</span>资生堂大楼<span>”</span>开业，集资生堂 <span>Parlour </span>、资生堂画廊、 <span>SHISEIDO THE GINZA </span>于一体，资生堂 <span>Parlour </span>所使用餐具均带有资生堂 <span>logo </span>的<span>“</span>花椿<span>”</span>标志。作为一家老牌跨界 <span>Cafe </span>（顺便一提资生堂 <span>Parlour </span>也经营西餐），自然也有拿得出手的招牌甜点。倘若要评选东京都内芭菲 <span>TOP10 </span>，资生堂必定能够入围，跨界做 <span>Cafe </span>做到这个份上目前看来也只有资生堂了。
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<img width="1080" height="720" title=" " alt=" " data-ratio="0.66666667" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144654mir1ZMbEYO2CqyDx.jpg-w600"/><span> </span>
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不难发现化妆品品牌经营的 <span>Cafe </span>无一例外地在店内设有展示销售区域。化妆品品牌不是为了经营 <span>Cafe </span>而开 <span>Cafe </span>，在店铺里设置 <span>Cafe </span>实则是为了延长消费者店内消费时间。而在这个什么都能网购的时代，如果 <span>Cafe </span>有些诸如<span>“</span>店内氛围特别<span>”</span>的优点，足以成为消费者常去这家店的理由。 <span>Cafe </span>也是品牌本身形象的衍生。以属于 <span>KOSE </span>集团的 <span>JILL STUART </span>为例， <span>JILL STUART </span>进军的是 <span>1000-7000 </span>日元的专柜彩妆，这个价格带是专柜彩妆竞争最为激烈的价格带， <span>JILL STUART </span>能够一经推出就立刻受到消费者欢迎全靠<span>“</span>彻底贯彻可爱意识<span>”</span>的品牌理念，而 <span>JILL STUART </span>无论是饮品还是甜点都是怎么可爱怎么来，只要能让人看到第一眼脱口而出<span>“</span>可爱<span>”</span>就足矣，而资生堂对于<span>“</span>资生堂大楼<span>”</span>的评价是<span>“</span>这是创造品牌价值的新据点<span>”</span>。
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<img width="1080" height="1331" title=" " alt=" " data-ratio="1.23240741" data-format="jpeg" class="lazyload" src="http://img.qdaily.com/uploads/20160702144654xjhElYXiCWGdNnTQ.jpg-w600"/><span> </span>
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