给女人写文案很简单。

因为我们身边有无数的女人可以去观察和了解。

但是给时尚的女人写文案，要写到她们心里，很难。

作为一个奢侈品，你无法过重的去描述产品的功能，那是大众产品该做的。你需要营造一种让女人看了为之着迷的氛围，写出让她们看后深深认同，并不断引用的文案。

如同香奈儿，产品迷人，文案更性感。

I wear nothing but a few drops of Chanel No.5.

玛丽莲梦露所说：“我什么都不穿，除了几滴香奈儿5号。”

Everywoman alive wants Chanel No.5.

每一个女人活着都渴望有一款香奈儿五号。

Fashion passes, style remains.

潮流会过时，但品味不会。

Don't spend time beating on a wall,

hoping to transform it into a door.

不要花时间去敲一堵墙，期望它能变成一扇门。

In order to be irreplaceable,

one must always be different.

想要无可取代，你必须时刻与众不同。

Look for the woman in the dress.

It there is no woman, there is no dress.

寻找这样穿衣的女人：

如果没有她，衣服就会失去意义。

Some people think luxury is the opposite of poverty.

It is not. It is the opposite of vulgarity.

有人认为奢侈的反义词是贫穷。

不。奢侈的反义词是粗俗。

Innovation! One cannot be forever innovating.

I want to create classics.

创新!人不能永远创新。我想做的是创造经典。

I love luxury. And luxury lies not in richness and ornateness but in the absence of vulgarity.Vulgarity is the ugliest word in our language. I stay in the game to fight it.

我爱奢侈。奢侈并不意味着贵重与华丽，奢侈就是屏除粗俗。

粗俗是我们语言中最丑陋的一个词。我的工作就是为了对抗粗俗。

“Where should one use perfume?" a young woman asked.

"Wherever one wants to be kissed," I said.

“我应该把香水擦在何处?”一位年轻的女性问我。

我说：“擦在你想被亲吻的地方”。

Dress shabbily and they remember the dress;dress impeccably and they remember the woman.

衣衫褴褛，人们会记住衣服;穿着完美，人们会记住衣服里的女人。

A girl should be two things: classy and fabulous.

女孩应该做到两件事：漂亮并且光彩夺目。

I don't understand how a woman can leave the house without fixing

herself up a little - if only out of politeness.And then, you never know, maybe that's the day she has a date with destiny.And it's best to be as pretty as possible for destiny.

我无法理解一个女人怎么可以毫不修饰就走出家门，哪怕是出于礼貌。而且，你很难预料，万一她那天遇到自己的真命天子呢。

为了真命天子，总是越美丽越好。

Fashion is made to become unfashionable.

时尚的创造，就是为了过时。

There is no time for cut-and-dried monotony.

There is time for work. And time for love.

That leaves no other time.

没有时间做一成不变的事情。

工作需要时间，爱情需要时间，就没有时间做其他了。

Luxury must be comfortable,

otherwise it is not luxury.

奢侈就必须舒适，否则就不是奢侈。

A woman who doesn't wear perfume has no future.

不用香水的女人没有未来。

Success is often achieved by those

who don't know that failure is inevitable.

取得成功的人，

往往不知道失败是无法避免的。

The best colour in the whole world,

is the one that looks good, on you!

最适合你的颜色，才是世界上最美的颜色。

曾经以为很资深的广告前辈跟我讲，很多时候一则广告不需要太多具体的东西，可以没有故事，没有具象的东西依托……只需要掌握好它的调性，尤其是对奢侈品的调性。

如果说写文字需要功底，想创意需要头脑，做方案需要逻辑，那么调性——需要一个广告人的阅历、品味、审美和智慧。

那么，尽你所能，去感受和表达一个品牌的调性吧。