Branding the year of the rabbit

The Lunar New Year, which is celebrated by different names throughout parts of Asia, is one of those holidays that more and more companies are deciding to celebrate and mark. Here is a look at how five companies are marking the Year of the Rabbit, which starts on Sunday, Jan. 22.

Lululemon

A new year often means a new fitness routine, and Lululemon has dropped a limited-edition Lunar New Year-inspired collection, including a plush bucket bag embroidered with rabbits and red rabbit-print pouch.

MAC Cosmetics

MAC’s 10-piece New Year Shine collection features special-edition products in red ombré packaging, with names representing luck and prosperity such as “Lookin’ Like Wealth” lipstick and “Happy Gold Lucky” eyeshadow.

New Balance

The sports footwear and apparel company’s Lunar New Year Collection features sneakers in neutral colours, with accents such as insoles and shoelaces in deep garnet red—considered an auspicious colour.

Charlotte Tilbury

CT’s Lunar New Year collection features four makeup and skincare products in limited-edition packaging in a plum blossom print—representing hope and perseverance—and a new matte lipstick in Blossom Red.

Gucci

The Italian luxury brand creates an annual capsule collection for Lunar New Year, and this year’s collection—which includes apparel, bags, shoes, jewelry and watches—has a whimsical rabbit motif that celebrates the beginning of spring.

As Canada becomes more aware of its cultural diversity, a growing number of companies are working to reflect that reality by branding their products and packaging – even creating special collections – to mark important events.