CHINA TOOLKIT

TEMPLATE_
ILLUSTRATED
COTY GROUP - MAY 2022

1
 Preamble
This Digital toolkit is designed to help activate a successful program for the launch of [insert product name]/ [insert KCP
name].

All global approved assets will be provided as high-res files for download from COTY DAM.
All assets are at the cost of local market & require prior approval from Global Digital and Global Marketing.

For any question, please do not hesitate to reach out to your Global Digital team.

CAROLINE DELVAILLE. Marketing Manager, Global Digital

NESSIM KHALFI. Director, Global Digital
PROCESS AT GLOBAL & LOCAL LEVELS
FOR GUCCI 520 2022

● All executions are assumed to be managed by Local market independently of Global team.

● Should you require assistance, please reach to Global Digital and we will be happy to advise you as needed.

● All custom activations (including advertorials/publisher partnerships, sampling, etc.) are at Local market’s own expense and require
approval from Global Digital and Global Marketing.

GLOBAL BRAND LOCAL MARKET

➥ Brand, 360° strategy and digital focus ➥ Local adaptations & activations
➥ Assets production & implementation at a global level ➥ Reporting on results
➥ Alignment with Local market on needs during yearly briefing ➥ Alignment with Global brand team on needs during yearly
➥ Digital toolkit will be inclusive of: briefing
- All assets ➥ 360° plan & activation
- Guidelines on social media/ e-com assets, etc. ➥ Reporting to Global on results
 STRATEGY
● BRAND DNA & POSITIONING
● BUSINESS OBJECTIVES & KPI
● A CLEAR TARGET CONSUMER
● THE CAMPAIGN: BIG IDEA
● THE 360° CAMPAIGN STRATEGY
● CAMPAIGN KEY MESSAGES AND OBJECTIVES

ASSETS
● FULL ASSET LIST
● ASSETS BY TYPOLOGY
● ASSETS BY TOUCHPOINTS

AGEND
ADDENDUM
● ASSET TRACKER
● KEY CONTACTS
STRATEGY

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BRAND DNA & POSITIONING

BRAND DNA
xxx, xxx, xxx (KEY WORDS)

BRAND POSITIONING
xxx (ONE SENTENCE EXPLANATION)

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BRAND DNA & POSITIONING (TBC) FROM GUCCI

BRAND DNA
playful, bold, modernity

BRAND POSITIONING
Gucci Beauty inspires liberation from conventions

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BUSINESS TARGET

ADD/DELETE BLOCKS
WHEN NEEDED

TARGET 1 TARGET 2 TARGET 3

Insert target: e.g. TMALL Business target

INSERT KPI INSERT KPI INSERT KPI

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BUSINESS TARGET FROM GUCCI
520 2022

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A CLEAR TARGET CONSUMER
CONSUMER SEGMENTATION TO FOCUS ON (CURRENT & FUTURE IF RELEVANT)

ADD/DELETE BLOCKS
WHEN NEEDED
TARGET CONSUMER INTEREST BASED TRIBES (IF RELEVANT)

DEMOGRAPHIC/
PSYCHOGRAPHIC MEDIA PROFILES (COOKIE POOLS)
A CLEAR TARGET CONSUMER
CONSUMER SEGMENTATION TO FOCUS ON (CURRENT & FUTURE IF RELEVANT) FROM PHILOSOPHY
THE CAMPAIGN
BIG IDEA

INSERT CAMPAIGN CONCEPT, BIG IDEA

INSERT MOOD BOARD (IF ANY)

THE CAMPAIGN FROM GUCCI
BIG IDEA
520 2022
A 360° CAMPAIGN STRATEGY
MULTIPLE TOUCHPOINTS TO ACTIVATE

Eg: KCP MEMBERSHIP BENEFITS

Eg: ASSETS

CONTENT CRM + Insert Image/product

+ Insert Image/product

Eg: STREAMER COLLABORATION

Eg: PR/INFLUENCERS
SPONSORED CONTENT SOCIAL LIVE
Insert product picture STREAMING
+ Insert Image/product + Insert Image/product

Eg: PDP + MOCKUPS TMALL MEDIA Eg: MEDIA BUY IPLAN

PRODUCT COPY
COLLECTION PAGE WITH SPECIFIC
CONTENT
BANNERS OFFLINE PODIUMS + Insert Image/product

+ Insert Image/product
Eg: OFFLINE EVENTS
OFFLINE VISUALS

+ Insert Image/product

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A 360° CAMPAIGN STRATEGY FROM GUCCI
MULTIPLE TOUCHPOINTS TO ACTIVATE
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CAMPAIGN KEY MESSAGE, OBJECTIVES & KPI

KEY MESSAGE:
xxx

1. 2. 3.
ADD/DELETE BLOCKS
WHEN NEEDED

OBJECTIVE 1 OBJECTIVE 2 OBJECTIVE 3

INSERT KPI INSERT KPI INSERT KPI

CAMPAIGN KEY MESSAGE, OBJECTIVES & KPI FROM GUCCI
520 2022

KEY MESSAGE:
Leveraging campaign concept “I want you to love me” and
celebrating expressions of love, romance and gifting.

1.
Building brand buzz by storytelling
2. Building icons products
3. Gifting mindsets

KPI KPI KPI

ONLINE COMMUNICATION TO CONTINUE TO PUSH LSM LEVERAGE GIFTING SETS
AMPLIFY REPUSH FLORA DS: 10%; TMALL:20%
「 I WANT YOU TO LOVE ME 」
2 ICONS TAKE 37% OF DS BIZ EMBROIDERY
BUZZ RANKING : 33% OF TMALL BIZ AS NEW
TOP 8 (+3 IN LIP CATEGORY) LSM: DS: 22%, TMALL:28% CUSTOMERIZATION SERVICE
FLORA: DS: 15%, TMALL: 5%
ASSETS
FOR THIS 360° CAMPAIGN

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FULL ASSET LIST
A FULL RECAP OF ALL YOU WILL GET

ASSET BY ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3 ASSET VISUAL 4

asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product
TYPOLOGY 1 feature, etc. feature, etc. feature, etc. feature, etc.

ASSET BY ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3 ASSET VISUAL 4

asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product
TYPOLOGY 2 feature, etc. feature, etc. feature, etc. feature, etc.

ASSET BY ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3 ASSET VISUAL 4

asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product
TYPOLOGY 3 feature, etc. feature, etc. feature, etc. feature, etc.

ASSET BY ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3 ASSET VISUAL 4

asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product
TYPOLOGY 4 feature, etc. feature, etc. feature, etc. feature, etc.

ASSET BY ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3 ASSET VISUAL 4

asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product
TYPOLOGY 5 feature, etc. feature, etc. feature, etc. feature, etc.
ADD/DELETE BLOCKS
WHEN NEEDED
ASSET BY ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3 ASSET VISUAL 4
asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product asset name, size, specs, product
TYPOLOGY 6 feature, etc. feature, etc. feature, etc. feature, etc.
FULL ASSET LIST FROM GUCCI
A FULL RECAP OF ALL YOU WILL GET
520 2022

VIDEOS

KVS

MODEL LOOK

CREATIVE
PACKSHOT

DIGITAL
LIFESTYLE
IMAGES

GIFTING
ASSETS BY TYPOLOGY - XXX
ASSET BY TYPOLOGY

Credits

Products featured

ASSET VISUAL 1 ASSET VISUAL 2 ASSET VISUAL 3

Usage Insert which touchpoints

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TYPOLOGY - VIDEOS FROM GUCCI
TEASER VIDEO 5s
520 2022

Credits

Liquid Soft Mat 521, Rouge a Levres Mat 505, Flora

Products featured
Gorgeous Gardenia 50ml, Cushion (03)

Usage Tmall, gucci.com; social

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TYPOLOGY - VIDEOS FROM GUCCI
MAIN VIDEO 30s, 15s
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Credits

Liquid Soft Mat 521, Rouge a Levres Mat 505, Flora

Products featured
Gorgeous Gardenia 50ml, Cushion (03)

Usage Outsite Media, Tmall, gucci.com; social

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TYPOLOGY - VIDEOS FROM GUCCI
PRODUCT VIDEO 10s
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Credits

Products featured Liquid Soft Mat 521, 25, 203

Usage Tmall, gucci.com; social

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TYPOLOGY - KEY VISUAL FROM GUCCI
CAMPAIGN KEY VISUAL
520 2022

Credits

Liquid Soft Mat 521, Rouge a Levres Mat 505, Flora

Products featured
Gorgeous Gardenia 50ml, Cushion 03

Usage Outsite Media, Tmall, gucci.com; social

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TYPOLOGY - MODEL LOOK FROM GUCCI
MODEL LOOK IMAGE
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Credits

Liquid Soft Mat 521, Ink Liner, Mascara L'Obscur,

Crayon Definition Sourcils 05, Cushion de Beaute Mat
Products featured
03, Poudre de Beaute Mat 00, Balm de Beaute, Brume
de Beaute

Usage Tmall, gucci.com; social

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TYPOLOGY - CREATIVE PACKSHOT FROM GUCCI
CREATIVE PACKSHOT
520 2022

Credits

Usage Outsite Media, Tmall, gucci.com; social

LSM (521, 25, 203) Mat (505, 208, 25) 1 Mat (505, 208, 25) 2
Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

Gorgeous Gardenia 1 Gorgeous Gardenia 2

ASSETS BY TYPOLOGY - DIGITAL LIFESTYLE FROM GUCCI
IMAGES
DIGITAL LIFESTYLE IMAGES
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Credits

Usage Tmall, gucci.com; social

Cushion Liquid Soft Mat (521) Powder

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

Satin Lips (505, 25) Mat Lips (505, 208, 25)

ASSETS BY TYPOLOGY - DIGITAL LIFESTYLE FROM GUCCI
IMAGES
DIGITAL LIFESTYLE IMAGES
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Credits

Usage Tmall, gucci.com; social

Sheer Lips (25, 203) Brilliant Lips (515, 25, 308) Guilty Pour Femme EDP
Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

Guilty Pour Homme EDP Alchemist Garden Bloom EDT 50ml +

Collection Bloom EDP 50mL
ASSETS BY TYPOLOGY - GIFTING FROM GUCCI
GIFTING IMAGES
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Credits

Gucci Gifting Boxes (various shapes and sizes) + Hero

Products featured Products (Liquid Soft Mat 521, Flora 50ml, Bloom
EDT 50ml)

Usage Tmall, gucci.com; social

Validity Global MM/DD/YY-MM/DD/YY

Validity China MM/DD/YY-MM/DD/YY

ASSETS BY TOUCHPOINTS - SOCIAL
STRATEGY & CONTENT

Specify social strategy & key social content

What is the content implied for this type of asset?

Eg: WeChat card, RED post ad, Douyin top view etc.

How will you use each asset?

ASSETS BY TOUCHPOINTS - SOCIAL
STRATEGY & CONTENT FROM PHILOSOPHY
ASSETS BY TOUCHPOINTS - SOCIAL
GUIDELINES

List of all requirements:

ASSETS BY TOUCHPOINTS - SOCIAL
GUIDELINES FROM KYLIE SKIN
ASSETS BY TOUCHPOINTS - E-COM
STRATEGY & CONTENT

Specify e-com strategy & key e-com content

What is the content implied for this type of asset?

Eg: in-app banners, store banners, product page, brand page, etc.

How will you use each asset?

ASSETS BY TOUCHPOINTS - E-COM FROM GUCCI
STRATEGY & CONTENT
520 2022
ASSETS BY TOUCHPOINTS - E-COM
GUIDELINES

List of all requirements:

ASSETS BY TOUCHPOINTS - E-COM FROM CHINA E-COM
GUIDELINES
GENERAL GUIDELINES

1. HOMEPAGE 2. CAMPAIGN PAGE 3. MEMBERSHIP PAGE 4. BRAND STORY PAGE

● Header & Top Banner ● Brand x IP (if there is) ● VIP service overview ● Branded slogan (if there is)
● Festival marketing (if during ● Campaign KV with advocacy ● Gifting for adherents ● Founder’s inspirational story
festivals) info ● Exclusive benefits for ● Brand global presence (i.e.
● New product (if have), Best- ● Main offers overview members (birthday gift, free retail coverage rate)
seller & bundles ● Campaign timeline (covering samples, VIP day) ● Brand history & DNA
● Categories the main phases) ● Exclusive customer ● CTA (persuade consumers to
● Collections ● Exclusive offers & benefits experiences (private group save the store into their
chat, 1 to 1 consultation, favorite)
● Reinsurance ● Campaign activities exclusive customer service)
● Brand storytelling
ASSETS BY TOUCHPOINTS - OTHERS
STRATEGY & CONTENT

Specify xxx strategy & key xxx content

What is the content implied for this type of asset?

How will you use each asset?

ASSETS BY TOUCHPOINTS - OTHERS: TRADE FROM GUCCI
STRATEGY & CONTENT
520 2022
ASSETS BY TOUCHPOINTS - OTHERS
GUIDELINES

List of all requirements:

ADDENDUM

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ASSET TRACKER

Asset category Provided by File type/specs/sizes Status Where

Available
Asset sub-typology 1 Global/Local Link
ADD/DELETE ROW /To be available by

Asset by typology 1 Asset sub-typology 2

WHEN NEEDED
Global/Local
Available
Link
/To be available by
Available
Asset sub-typology 3 Global/Local Link
/To be available by

Available
Asset sub-typology 1 Global/Local Link
/To be available by

Available
Asset by typology 2 Asset sub-typology 2 Global/Local
/To be available by
Link

Available
Asset sub-typology 3 Global/Local Link
/To be available by
Available
Asset sub-typology 1 Global/Local Link
/To be available by
Available
Asset by typology 3 Asset sub-typology 2 Global/Local
/To be available by
Link

Available
Asset sub-typology 3 Global/Local Link
/To be available by
Available
Asset sub-typology 1 Global/Local Link
/To be available by
Available
Asset by typology 4 Asset sub-typology 2 Global/Local
/To be available by
Link

Available
Asset sub-typology 3 Global/Local Link
/To be available by
ASSET TRACKER (1) FROM GUCCI
520 2022

Asset category Provided by File type/specs/sizes Status Where

Available
Teaser video 5s Global Link
/To be available by
1080x1080, 1080x1920, Available
Video Main video 30s, 15s Global
1920x1080, 2500x2500 /To be available by
Link

Available
Product video 10s Global Link
/To be available by

2500x2500 (e-com)
1080x1080, 1080x1350, 1080x1920 (social)
Available
Key visual Key visual Global 940x400, 1638x1638, 1920x1080 (WeChat)
/To be available by
Link
513x750, 750x360, 800x800, 1200x650, 1200x1877 (TMALL)
CMYK TIF/SRGB JPG/SRGB TIF

2500x2500 (e-com)
1080x1080, 1080x1350, 1080x1920, 1920x1080 (social)
Available
Model Look Model look image Global 940x400, 1638x1638 (WeChat)
/To be available by
Link
513x750, 750x360, 800x800, 1200x650, 1200x1877 (TMALL)
CMYK TIF/SRGB JPG/SRGB TIF

Available
Creative packshot 1 Global Link
/To be available by
Available
Creative packshot 2 Global Link
/To be available by
CMYK TIF
Available/
Creative packshot Creative packshot 3 Global SRGB JPG
To be available by
Link
SRGB TIF
Available
Creative packshot 4 Global Link
/To be available by

Available
Creative packshot 5 Global Link
/To be available by
ASSET TRACKER (2) FROM GUCCI
520 2022

Asset category Provided by File type/specs/sizes Status Where

Digital lifestyle image 1 Global Available/To be available by Link

Digital lifestyle image 2 Global Available/To be available by Link

Digital lifestyle image 3 Global Available/To be available by Link

Digital lifestyle image 4 Global Available/To be available by Link

Digital lifestyle image 5 Global Available/To be available by Link

Digital Lifestyle Images Digital lifestyle image 6 Global N/A Available/To be available by Link

Digital lifestyle image 7 Global Available/To be available by Link

Digital lifestyle image 8 Global Available/To be available by Link

Digital lifestyle image 9 Global Available/To be available by Link

Digital lifestyle image 10 Global Available/To be available by Link

Digital lifestyle image 11 Global Available/To be available by Link

Gifting image 1 Global Available/To be available by Link

CMYK TIF
Gifting Gifting image 2 Global SRGB JPG Available/To be available by Link
SRGB TIF
Gifting image 3 Global Available/To be available by Link
KEY CONTACTS

All global approved assets are provided as hi res files for download from COTY LIBRARY & are adaptable for regional
use.

Toolkit question & local asset adaptation approvals:

Contact 1
Contact 2

Video inquiries:
(i.e. textless generic versions)
Insert contact
47