1. trends
Olay Espresso:
China’s Rare Generation

2. trends
Olay Espresso:
Context

3. Context [China’s Rare Generation]
China’s new Rare Generation fits the same age range as
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Millenials or Gen-Y in the U.S.
The Rare Generation is so-called because their striking, never-
before-seen attitude is more optimistic, energetic, and modern
than any generation prior.
By 2015, the Rare Generation will be 500,000,000 strong,
equivalent to the entire projected population of the EU and
close to double the U.S. population

4. Context [China’s Rare Generation]
Proud of their nation and culture, they depart from tradition
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toward modernity but remain respectful at the same time.
Carrying the expectations of their family as the only child, this
generation is competitive, ambitious, and individualistic. Parents
tend to indulge their whims and support their creative interests
in fashion.
Consumption of modern products and name brands connects
them to their peers and reinforces their new generational
values. More discerning than their predecessors, they prefer to
cultivate a more unique style less defined by status symbols.

5. Context [South Korean Inspiration]
Chinese youth like American culture, but have difficulty
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accepting it directly because it is often unrelatable.
Chinese parents disapprove of their children liking Japanese
culture because of the history between the two nations.
South Korean culture filters American culture in a way that
makes it relevant and understandable to the Chinese youth.
South Korean hip-hop bands and television shows take
inspiration from American culture, but adapt it to their own, in
the process making it more appealing for Chinese audiences.

6. Context [Television]
The Rare Generation loves television but watches it less than
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peers in other countries, instead reading books and magazines.
South Korean TV shows Three Guys and Three Girls and Three
Friends are the American version of Friends.
The Marrying Type is the South Korean twin of Sex and the
City, featuring three single professional women in their 30s
looking for love in Seoul. So popular in China that it was
illegally downloaded and sold on pirated DVDs.

7. Context [“Super Voice Girl” Contest]
The American Idol-like singing competition in China earned
trends 210 million viewers, with 22.5 million watching the finale.
Viewers text message their votes, giving them a glimpse of the
democratic process and elections.
2005 Winner Li Yuchun’s attitude was more impressive than
her voice to voters, who appreciated her baggy and
androgynous clothing, short haircut, and lack of makeup.
Defying the judges’ preference for traditional Chinese songs, Li
received an outpouring of support from her fans for selecting
modern, Western music.

8. Context [Music]
Top American acts are more frequently adding tour stops in
trends China. The Ministry of Culture censors large acts, but small
bands playing at the club level can escape its notice.
– Clean and inoffensive music from Taiwan and Hong Kong
dominates the airwaves.
Chinese-style hip-hop and indie rock are entering the music
landscape. Youth frequently re-compose popular songs, write
their own lyrics, and perform them as karaoke.

9. Context [Designers]
Anna Sui
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New York based Chinese American designer
Known for mixing vintage styles with her current cultural
obsessions, (ex. Victorian cowboy, Warhol superstars or Finnish
textile prints)

10. Context [Designers]
Yoji Yamamoto and Y3 for Adidas
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Creates designs far removed from current trends
Lines characterized by oversized silhouettes, draping, glossy
textures, movement, a singular color (usually black)

11. Context [Designers]
Sneaker culture
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Classic Converse Chuck Taylors remade with modern busy
prints and patterns

12. trends
Style Trends:
Pop punk
Gothic Lolita
Baidaihe Beach
Fusion: Traditional meets modern
Toy Story
Childish
Royalty
CosPlay

13. trends
Trend:
Pop Punk

14. Pop Punk [Trend]
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Night time rock-stars
Indie underground concert tees
Masculine details
Loose fit, oversized proportions
Vintage photographic techniques

15. Pop Punk [Trend]
hand-sketch over photography Blacks
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and
greys
Black and white stripes
e
y but nic
Naught
Dark girls

16. trends
Trend:
Gothic Lolita

17. Gothic Lolita [Trend]
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Dramatic elegance
Influenced by Victorian children's clothing and English new
wave goth
Blouses, petticoats and rocking horse heels
Bats, coffins and crucifixes as accessories

18. Gothic Lolita [Trend]
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19. trends
Trend:
Beidaihe Beach

20. Beidaihe Beach [Trend]
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China’s X-games: Alternative sports references
Tie-dyed and dip-dyed
Island girls, surfer theme
Eclectic and sweet

21. Beidaihe Beach [Trend]
Tie-dyed Sparkles
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Island themes
Dip-dyed

22. trends
Trend:
Fusion: Traditional meets modern

23. Fusion: Traditional meets modern [Trend]
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Traditional Chinese zodiac signs
Poppy red with black and white
References to the history of China’s government,
performance arts and martial arts

24. Fusion: Traditional meets modern [Trend]
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Pandas
Reference to martial arts
Historical architecture on shoes

25. trends
Trend:
Toy Story

26. Toy Story [Trend]
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Infantile display of fashion styles
Dolls
Plastic toy inspired
Rounded shapes and color blocking
Characters in their original form

27. Toy Story [Trend]
Stuffed toys
Plasti
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c toy
s
Nostalgic American
Bearbrick art
cartoon characters

28. Toy Story [Trend]
trends Classic Buddy Lee with
a modern twist
Monsters

29. Toy Story [Trend]
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Blyth

30. trends
Trend:
Childish Innocence

31. Childish Innocence [Trend]
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Feminine bows and girly kitsch
Mini florals and garden themes
Angelic dollhouse
Indie schoolgirl

32. Childish Innocence [Trend]
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School girl trompe l’oeil
Neck ties
Ribbons and Bows

33. trends
Trend:
Royalty

34. Royalty [Trend]
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Princesses
Crowns and tiaras
Pink and purple accents on black
Cute but not sexy

35. Royalty [Trend]
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36. trends
Trend:
CosPlay

37. CosPlay [Trend]
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Costume play, imitation of characters
Subculture centered on dressing up as characters from
manga, anime, video games and sci-fi fantasy figures
Inspired by comic books like Nana and Sailor Moon

38. CosPlay [Trend]
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39. CosPlay [Trend]
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40. trends
Olay Espresso:
Products and Packaging

41. Product Packaging [Trend]
Intelligent soft capsules
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Compact powder
Scented cleansing towelettes

42. Product Packaging [Trend]
Wii remote knock-offs
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Lip gloss cell phone charm
Mood-activated lip gloss
Fresh cleansing foam
Fresh tomato mask