Feel-good brand selling smiles

Nicolas Loufrani, president of The Smiley Company, visits China to promote its brand.

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Smiley products come in various bright colors. The bright yellow smiling face is the most classic and famous one, which is printed on garments, but there are also some redesigned smiling faces, in pink, purple, sky blue and scarlet. The image itself has evolved into different facial expressions: grinning, twinkling, sticking its tongue out and wearing sunglasses.

"We always bring happiness to customers. What's so special is the philosophy of the brand. Smiley is the happy way of life. We share this attitude with people who are thinking positive, who are the voices of a new generation, who want to change the world. Our brand reflects the mentality of a small group of people," Loufrani says.

Loufrani says the success of an image lies in its development in commercial use. The Smiley Company has various designers in different industries around the world, and it also has a strong team to organize marketing, advertising campaigns and other events.

The logo, for example, has been used in commercial movies, including the US superhero film Watchmen directed by Zack Snyder, the science fiction comedy Evolution by Ivan Reitman and the comedy Smiley Face by Gregg Araki.

"Many movies have used the Smiley logo in communication campaigns, and we have made deals with them to authorize them to use it. It has been presented a lot in these platforms," Loufrani says.