Marketing Code-X

Bon Vivant

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The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

BON VIVANT” NORM: This mode of French Beauty is about decadent lifestyle (doing whatever you want, whenever you want), princess play (encouragement to imagine yourself as a pampered aristocrat), and having the world to yourself (exclusivity, private playground).

BON VIVANT” FORMS: Models dressed as royalty, palatial settings, pink and white color (grown up little girl) schemes, extravagant jewelry. Large but empty landscapes and interiors — suggestion that you are the master/owner of your environment.

From a 2015 audit of the French Beauty category.

Tags: CODE-X