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East Meets West: A Fusion of Horizons in Healthy Living
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Todays focus
1. The evolving
healthcare landscape
in the US, UK & China
2. Cultural codes
blending Eastern and
Western approaches
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Health in the East and West are both defined along the lines of
negationnot ill, not injured, no defects, no disease.
the state of being free from illness or injury
Oxford English Dictionary
1.
A normal physiological function, with no defect or disease
(Human body)
2. (
Under normal circumstances, with no defects(Things)
Modern Chinese Dictionary
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Yet the Western and Eastern approaches to health are rooted in two
opposing philosophies.
Collective
PhilosophyHolistic
Slow
Prevention
Disease
Individual
ScienceSpecific
Fast
Treatment
Symptoms
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And by extension, themes that orbit around health have taken on
different roles and relationships
HEALTH
SCIENCE
West: factual reality
East: control
NATURE
West: purity
East: holism
PHILOSOPHY /
SPIRITUALITY
West: navigator / guide
East: life force
WELL-BEING
West: happiness
East: self development
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For this mini study, were going to focus on 3 markets (2 Western,
1 Eastern) to help inspire local/global opportunities in health
innovation and marketing
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The private vs public conundrum in healthcare is playing out differently
in each of our marketsreflecting deep rooted cultural values,
historical trajectories and future goals
US GOAL: FROM HIGHLY PRIVATIZED MARKETPLACE TO AFFORDABLE COVERAGE FOR THOSE WHO NEED IT
UK GOAL: FROM ESTABLISHED NATIONAL HEALTHCARE SYSTEM TO GREATER EMPOWERMENT AND CHOICE
CHINA GOAL: FROM HIGHLY DISCRIMINATORY MARKETPLACE TO UNIVERSAL HEALTHCARE FOR ALL
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To understand each
market at a morenuanced level, we need
to look at the cultural
shifts taking place whichare shaping the future.
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INDIVIDUAL ILLNESS COMMUNAL EXPERIENCE
US key shift
Health has historically been viewed as a private affair as individuals were
discouraged from speaking about ailments and expected to manage health
on their own. More recently communities have come together to support and
discuss the well-being of society as a whole.
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HEALTH STAGES HEALTH LONGEVITY
US key shift
Age and life stage determined health in an era when youth were seen to be
indestructible and the elderly had an expiration date. Health is now
increasingly regarded as a result of healthy lifestyle choices at all ages one
can also fend off illness by making better choices.
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ONE FITS ALL RIGHT FOR ME CHOICES
US key shift
Healthcare was managed by large corporations and remained inaccessible
and confusing to the individual. With increased access to healthcare,
individuals are beginning to play a larger role in choosing the plans that are
most fit for them.
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MENTAL HEALTH TABOO OPEN CONVERSATIONS
UK key shift
As a reserved culture, mental health issues in Britain have long been
shunned due to stigma and shame. This is starting to change with a number
of campaigns and initiatives addressing issues such as bullying, work-related
stress and a failing support system.
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ALL OR NOTHING EXPERIENCE AND ENGAGE
UK key shift
From the extremely tough to the extremely fun, the drudgery of exercise has
been replaced by fully immersive, increasingly communal experiences.
Exercise doesnt feel like simply the means to an end any longer, but is
expected to be an extremely enjoyable end in and of itself.
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BLUE COLLAR WHITE COLLAR
China key shift
Though blue collar manual labor has always been associated with lower
social status and related health problems, China is realizing that the white
collar dream also comes with its own strains and pains. Consequently, more
Chinese are beginning to aspire to a lifestyle that cultivates health and
wellness away from the office.
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PREVENTION PROTECTION
China key shift
Physical and mental wellbeing has long been anchored in prevention of
energetic imbalance and resulting discomfort. But accelerated economic
development is bringing about urban safety hazards - ranging from
environmental (pollution, radiation) to economic (food & product safety)
which is raising the importance of protection in health.
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WESTERN EMULATION CHINESE RENAISSANCE
China key shift
As Chinas international standing strengthens, the allure of, and reliance on,
western innovation is fading. A new national sense of confidence is driving a
growing interest in Chinese heritage and ideas like traditional Chinese
medicine and local creativity.
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EASY VITALITY CONTROL AND MONITOR
Global key shift
Increases in access to technology allow individuals to take more control and
responsibility for their health through minute tracking of eating, sleeping, and
exercise behaviors. Encouragement for moderate exercise is being replaced
by a more rigorous individualized approach to monitoring health over time.
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CORRECTION ENHANCEMENT
Global key shift
Problem-solution approaches to health targeted specific ailments and
corrected them in a systematic, linear way, bringing bodies back to
equilibrium. Innovations in technology now allow individuals to augment their
health to perform at a level that exceeds human capacity.
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ALWAYS ON ON AND OFF
Global key shift
Todays always-on lives offer unlimited choices and stimulation. But this
becomes overwhelming and exhausting, requiring a break. Tuning out by
turning inward allows refocusing, recharging, and ultimate fulfillment.
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Prpar pour/Prepared for (client)Nom du projet Confidentiel/Confidential 2016/02/2011Prpar pour/Prepared for (client)Nom du projet Confidentiel/Confidential 2016/02/2011
2. Cultural Codes Blending Eastern
and Western Approaches
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Cleanse &
Renew
4 health codes from each of markets
NaturalVitality
US
MysticNature
UK
Calm
Serenity
CHINA
Pure
Living
ScientificNature
Techno
Vitality
Raw &
Renewable
Botanical
Garden
Modern
Folk
Holistic
Science
Minimalist
Authenticity
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Cleanse &
Renew
Our US codes
NaturalVitality
MysticNature
Calm
Serenity
Pure
Living
ScientificNature
Techno
Vitality
Raw &
Renewable
Botanical
Garden
Modern
Folk
Holistic
Science
Minimalist
Authenticity
US UK CHINA
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Mystic NatureHarnessing extraordinary natural forces to transform
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Fee-flowing curves and swirls e.g. liquid , vapors,
vines, flowers; objects changing forms;
Otherworldly glows and luminescence; suggestion of
primal forces e.g. volcanic , geothermal; feminine cues;
exotic, colorful animals; fanciful creatures e.g. faeries,
mermaids
Colors: vivid hues, jewel colors
Brand examples Language (sounds like) Signifiers (looks like)
Qure Water
Anna Sui
Brizo Faucets
Anthropologie
Celestial Sensations Tea
Kristjana Williams Designs and Dcor
Shu Uemura
A perfect combination of pristine purified water
infused with Mother Nature's basic minerals
(Qure Water)
How will it touch you? (Brizo)
Natural wonders, symmetry in all living things
(Kristjana Williams)
Regain your balance, awaken your spirit (Celestial
Sensations)
Mystic NatureHarnessing extraordinary natural forces to transform
C &
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Cleanse & RenewPurifying by focusing only on essentials
Cl & R
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Minimalism; organic shapes; see-through objects;
open sky and sea; suggestions of sanctuaries; sense
of science (lab-like settings, x-rays, sterile feel);
unfinished, open lines
Colors: white, transparent, sky blue
Brand examples Language (sounds like) Signifiers (looks like)
Skyn Iceland cosmetics
KenzoKi
SodaStream Source
Greenhouse Pot
Nannini transparent eyeglasses
Method liquid soaps
Yogajournal.com
Skincare that makes you feel good(KensoKi)
Solutions for stressed skinbringing it back into
balance (Skyn)
Reduce and refine (SodaStream Source)
Experience the true taste of purity (Voss Water)
Clean easy. Breathe easy (Method)
Cleanse & RenewPurifying by focusing only on essentials
R & R bl
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Raw & RenewableNatural strength from an eco-friendly source
R & R bl
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Bamboo; rounded contours with linear leaves; natural
strength; quick growth; verticality; renewability
Colors: natural wood, browns, rich greens
Brand examples Language (sounds like) Signifiers (looks like)
Firebamboo wave iphone case
Tarte Airbuki bamboo powder brush
Ambre invigorating herbal bath oil
Boobamboo conditioning treatment and makeup
removal wipes
carefully crafted, renewable bamboo (Firebamboo)
versatile and sustainably harvested (Tarte)
naturally stain resistant and antimicrobial (Bambu)
Rich in mineral and organic proteins, bamboo extract
helps strengthen the hair follicle and retain moisture
(boo bamboo)
Raw & RenewableNatural strength from an eco-friendly source
Techno Vitality
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Techno VitalityA modern approach to ancient wisdom
Techno Vitality
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Sleek diagonal stripes, bold blocking, metallic rims,
capital letters
Colors: jewel tones, metallic, black and white text
Solixir
CHI ionic hair color
Barbasol shaving cream
SIS Science in Sport energy fuel
Runa energy drink
All natural functional drink (Solixir)
ionic technology provides maximum color (CHI)
worlds first isotonic carbohydrate energy (SIS)
clean energy (Runa)
Brand examples Language (sounds like) Signifiers (looks like)
Techno VitalityA modern approach to ancient wisdom
Our UK codes
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Cleanse &
Renew
Our UK codes
NaturalVitality
Mystic
Nature
Calm
Serenity
Pure
Living
ScientificNature
Techno
Vitality
Raw &
Renewable
Botanical
Garden
Modern
Folk
Holistic
Science
Minimalist
Authenticity
US UK CHINA
Natural Vitality
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Natural VitalityWellbeing that glows with inner positivity. Radiant, blissful, optimistic contentment
Natural Vitality
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Glowing, smiling faces
Hair tousled by the wind
People spending time outdoorshappy and having fun
Hazy summer days and diffused sunlight
Nature in bloom e.g. blossom, long grass, flowers and
butterflies
Tendril like shapes unfurlinggrowth and renewal
Burts Bees
Pukka Teas
Special K
Itsu
Bumble and Bumble
Lululemon
Higher Living Tea
Evian
Close your eyes, look inside (Spa Ri tual)
Flourish (Martin Seligman)
Happy naked (Evian)
Harmonise (Pukka Teas)
Eat beautiful (Itsu)
Brand examples Language (sounds like) Signifiers (looks like)
Natural VitalityWellbeing that glows with inner positivity. Radiant, blissful, optimistic contentment
Calm Serenity
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Calm SerenitySecluded spaces away from the modern world that provide peace and tranquillity
Calm Serenity
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Pale, pastel colour palletgreens, blues, pinks and
yellows
Clear open landscapes and secluded natural
environments
Large expanses of sky and white fluffy clouds
People looking into the far distancecontemplation
and freedom
Nude
Euphytos Pure Shampoo
Dedon outdoor furniture
Undigitize me
Clarity arises from stillness in the same way that
confusion arises from chaos. Find some time to be still
today, to quiet the mind and get some headspace
Selfridges No Noise
Brand examples Language (sounds like) Signifiers (looks like)
Calm SerenitySecluded spaces away from the modern world that provide peace and tranquillity
Botanical Garden
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Botanical GardenThe natural goodness of herbal and botanical ingredients
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Modern Folk
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Bringing traditional folk craft up to date with a modern sense of elegance and style
Modern Folk
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Traditional crafts and artistry e.g. tapestry, printing,
weaving and mosaic
folk illustrations of farming and nature
Simple colour pallet using 2 or 3 shades
Wooden interiors
Domace Panon
Indi & co
National Trust
Doves Organic Farm
Womersley
Darkroom
KoyaJapanese restaurant and bar
Talks about tradition and heritage but often with a
modern twist
We couple the simple, healthy and traditional Sanuki
Udon with an elegant broth (Dashi), combined with a
dash of originality, is a small Udon restaurant in the
heart to London, and it is called KOYA.
Brand examples Language (sounds like) Signifiers (looks like)
Bringing traditional folk craft up to date with a modern sense of elegance and style
Our China codes
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Cleanse &
Renew
Natural
Vitality
US
Mystic
Nature
UK
Calm
Serenity
CHINA
Pure
Living
Scientific
Nature
Techno
Vitality
Raw &
Renewable
Botanical
Garden
Modern
Folk
Holistic
Science
Minimalist
Authenticity
Scientific Nature
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Natural strength improved by science
Scientific Nature
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Aatomy of leaves, natural scenes mixed with
science references e.g. science tubes with nature
in them and flower bursts; faded backgrounds, mix
of hard edges and organic shapes
Colors: soft hues, greens, whiteness, pastel hues
Renhe (protect stomach)
South Land (relieve throat
soreness)
Hengruida (prevent mastopathy)
Herborist (skin care)
Nature creates it, science refines it (Neways)
Helping you add another 20 years of life (Ren Huang
Sheng Wu)
The only path to holistic health (Neways)
Natural strength improved by science
Brand examples Language (sounds like) Signifiers (looks like)
Holistic Science
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Using holistic philosophy to get the best results out of science & technology
Holistic Science
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Taichi diagram; Yin-Yang eight trigrams; circles;
Chinese medicinal; flying bright lights; traditional
Chinese touches (paper cutting patterns)
Colors: metallic hues, greens, black&white, bright gold
or red, opposite colors
Help skin restore the ability of balance (Lancome)
Extracting the quintessence TCM to make the best out
of science (Yue Sai)
Taichi nourishing beauty for thousands of years
(Herborist)
White & Black (cold cure)
Yue Sai (skin care)
Lancome (skin care)
Wahaha (soda water)
Natures Gate (shampoo)
Cha Dao (tea drink)
Using holistic philosophy to get the best results out of science & technology
Brand examples Language (sounds like) Signifiers (looks like)
Minimalist Authenticity
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The complexity of fusing tradition & modernity in a simplified result
Minimalist AuthenticityTh l it f f i t diti & d it i i lifi d lt
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Single item on minimal background, fresh plants or
fruits, plants with rich traditional culturally meanings
(bamboo, caterpillar fungus)
Colors: light transparent colors (white, green), single
color
Deyi (wig)
Sanjiangyuan (Chinese caterpillar fungus)
Bright (yogurt)
Shuirong C100 (vitamin C drink)
Jurlique (skin care)
As it really is (Bright)
100% authentic squeezed juice
Minimal tone of voice
Brand examples Language (sounds like) Signifiers (looks like)
The complexity of fusing tradition & modernity in a simplified result
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Pure LivingE l i th it i t t i t lit f lif
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Natural landscapes and urban environments mixed,
people with relaxed & happy expressions, nature
Colors: white combined with vibrant green and/or blue,
multi- colored detail
Organic shapes
Haier
Master KongX sports
Aura
Venon
Environmental Bureau
Midea
Aspiring tone of voice
Fashionable new wind, healthy new home
I want the air from top of the Alps
Live, Organic & Raw
Brand examples Language (sounds like) Signifiers (looks like)
Employing the purity in nature to improve contemporary quality of life
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Thank you.