Brand love: Coco De Mer’s Pink Japan – Contemporary Sex Culture Salon

23 Oct

BRAND LOVE: Coco De Mer’s Pink Japan Salon

I LOVE this.  I think many brands would do well to consider doing this kind of stuff.  After all, every brand does, or should, stand for something.  Believe in something.  Be into something.  They can, and should, use their passions or their purpose to engage people.  To inspire, to inform, to involve.  By doing so they’ll attract people who share their interests and want to interact with them – just as with any relationship between real people.

Coco De Mer does a lot of this kind of stuff.  They’re never your standard branded experience.  They’re never (obviously) linked to the launch of a product or ram endless brand messages down your throat.  They’re interesting, insightful, delightful experiences that enrich you in some way – allowing people to experience the brand and its values in a much deeper and more meaningful way.

In this case they’re working with Midori – a Kyoto born, Tokyo-raised, Japanese-American author and sex educator based in San Francisco. She is well versed with the contradiction that is 21st Century Japan and possesses a keen insight into culture and sexuality.  In this funny and insightful presentation, Coco De Mer invites you to join Midori for a double-expatriate’s personal tour of Japan’s hidden sexual culture today. And to browse through her collection of naughty magazines, rare books, unusual flyers and other goodies from Japan.

People pay to come to these events.  £75 in this case.  You get champagne (winner) and at the end of the presentation you can, of course browse the Coco De Mer collection and receive a discount on any purchases made that night.  The event is listed on Run-Riot (a listing of cultural happenings in London) along with exhibitions, theatre, club nights.  This alone says a lot.

So yes, I love it.  But no, I probably won’t be going myself 😉


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