The luxury is no exception to this recommendation

Force agree that the consumer has more desire and that it idiot-proof fault to find what it is, some brands have decided to speak to him in a more fun way, a bit offset. Result: large bubbles of color and small characters to give heart joie of showcases in linear. "In our society, there is a cosmétisation of the appearance." "It sells more product but a sensation of the playful", noted sociologist Gilles Lipovetsky last week at a Conference to the NellyRodi Agency.

This enthusiasm, to breathe new energy consumption, seems out of sensory marketing, the game easily inviting to the exercise of meaning. "The time is characterized by the bonus given to the emotional and all leisure." "In this extension of the field of fashion, becomes a pretext for an experience", said Cecilia Tassin, strategic planner of the Agency B & g. true "highway" for brands, this theme allows them to create new funny rituals but also to innovate in terms of product offering and to establish the collusion.

Last weekend, the streets of the capital, Hansaplast distributed to women harassées by pockets balances pink fushia equipped with an anti-ampoule dressing. For use in bars, J & B whisky launched a small all round vial containing 4 CL beverage that may arise on a Shaker. While at Sephora, the Liparrazi, bright lipstick with a mirror, turns to allow the women of revitalization in the black point. Blink of an eye, their recommends even indented uses, as to use instead a lighter in concerts, or to illuminate the bottom of his bag in hand.

Still in the registry of the malignant use, toaster Easy Toast of Moulinex has large feet, animal way, allowing the toast to eject below on the base and avoid burning your fingers. Some players specialize on this niche. With, in the background, the concern to respond to the need for customization. The high-tech brand Hannspree, which offers TV in the form of balloon basket or Cinderella carriage, expressed in his signature "Find yourself".

In the consumer world, fantasy is also a good way to get out the closet products. That 55 of consumers hide their liquid dishes in the sink To put it at hand, Mir launched Dégraiss'Boy. In addition to its name, the detergent has a bottle in the shape of happy smiling, green and blue. "Hide a product, is the commonplace." "We wanted to bounce on the sympathetic side that has the brand in the minds of the public relying on complicity and humor," says Emmanuel Greiner, Director of marketing at Henkel home maintenance. But in not unbalancing a more conservative clientele, product exudes a classic citrus scent, even if the smell is called "Atomic lemon." A new variation is already scheduled for next winter.

The game is also often on the drawings. Cookware and stoves Tefal to decorate large flowers. Monoprix communicates its showcases at major reinforcements of workbook and large bubbles way BD. Dreaming to erase its image of corvée, Spontex sponge display side scraping purple or pink with a design very 1970s packaging. On the cheap, he abandoned this year the co-leader of mode for illustrated heroines: "They provide more flexibility and will allow us to remove the distance and coldness of the mark by adding a touch of humour and offset", explained Séverine Merle, Director of store image.

Regressive codes

In cosmetics, Sephora is a specialty of reference marks, including English, which exploit this same vein. In September, the Distributor will host Mama Mio, a line of products for pregnant women. Gift boxes are words such as "Congratulations Kit" games, "It's Time!" "Hospital Kit." "Even if the products are serious, the packaging aims to tell women"take fun to be pregnant"," indicate Kathy Miller and Sian Sutherland, budding entrepreneurs.

Puns flower on all products, such as Ben & Jerry's and their "chocolate therapy" fragrance ice or the metal cans of stylist Cendrine, become famous with his naive drawings to illustrate the "bobo box", the "box to be beautiful", etc. Seizing of the drawings of children often tasty, a mark, Enfandises, had the idea on its singlets for babies and their bibs to register: "You are my favorite parents", or "I love you, a little énormaman!

Fashion incorporates therefore more this playful side, particularly for the accessories and jewelry, in a spirit of "malices bag." Thus, the French brand Rafia & Bossa which creates bracelets resin proclaiming "posh so" or "be" good and all, claw Spanish jewellery and accessories fashion, including the iconic figure in a juvenile style is a small bear.

The game also took the collections to animate a mark. As in Perrier. After the cans at the beginning of the year, released a version "pop mind" of the famous small bottle, to bars and restaurants for the summer. Maggi uses this season the artist Sophia Wood, for a new edition of his broth Kub box. A common mantra: colourful stylized flowers and butterflies.

If the side always a little childish remains a means of rejuvenating its public, the regressive hook appeared already some years continues momentum but with more distance. The Sephora Girls line starts to re-entry Loona May, a kind of Princess manga that appears on products with its "chipie" mood, "love", "dreaming" or "serious". In a register most second degree, some campaigns take player humour to their message. Such as the SanDisk MP3, named "iDon can't" and carried out in the streets of London as well as in the United States for parody of rival Ipod, how to suggest an alternative to the famous white listeners to the people who refuse to follow the herd. "The unconventional approach is charged: bloggers were widely appreciated our strategy promoting the anti-conformisme, the alternative and choice in the universe of the MP3", note Judy Hoffmann, Director of marketing for SanDisk. Apple also use the same registry with its announcement "I am a mac and a PC."

"In a more normative society that tolerates less and less the excess, there is a place for areas of release taken and irresponsibility." "This is what explains regressive codes, transgression, or squarely the excesses in which brands offer each time the parentheses", said Cecilia Tassin.

More and more sectors news invites to enter a world where everything turns away, blink of an eye-shaped. After floor students of schools of art and design, the Camif edited wheelchair Chambord, in the surreal look which combines sitting classic and record the size of a small wall. The 13th international Festival of gardens stretch which runs until 15 October's theme "play in the garden." Twenty-six landscape creations fun and interactive committed walkers to explore trails: stage games, gambling, mirror. Plants become "grimp' tents", the gardens turn zany with a hook "Oh I love! GMOs not! "and where vials and stills have replaced the traditional hoes and rakes. Cécilia Tassin analysis the phenomenon as "an attempt of marks establish a close relationship with the consumer beyond the framework of the strict relationship market." Don't be so surprised if you find a strawberry Tagada in a plate of the Relais & Châteaux chain restaurant. For its Director General, Jacques-Olivier Chauvin, the recipe of the moment belongs to marks that help consumers to break us with joy and good customs established. The luxury is no exception to this recommendation.