Another male star and makeup "get an electric shock"! At the end of 20 17, Lancome announced that Karry had become its image ambassador for cosmetics and perfumes. The "crazy" purchasing power of Karry fans born in 1999 once again pushed the relationship between brand and traffic to the stage.
CBO reporter Zhang Huiyuan
A few days ago, Wang Ba Group went on a hot search again because of the scandal. In clarification, the relevant person in charge of Wang Ba also revealed to Caimei that Wang Ba would consider cooperating with younger small fresh meat in the future.
This puzzled a reader named @piipp, who left a message at the bottom of the article saying, "Why do you always use small fresh meat to speak for yourself? After the 80 s, empty nesters said they didn't understand. " .
It doesn't matter if this post-80 s friend doesn't understand. Please allow the post-90s Cai Mei to introduce the post-30s Lancome and let her tell you why.
When Lancome who knows the skill of "stirring powder" meets small fresh meat.
On 20 18 65438+ 10/month 1, Lancome official Weibo announced that popular idol Karry was appointed as Lancome's cosmetics and perfume ambassador. At the same time, the brand will simultaneously sell limited edition gift boxes selected by Karry in Tmall flagship store, Lancome official website, Sephora official website and offline counters.
Take two gift boxes sold by Tmall today (65438+10.2) as an example. The gift box contains Lancome air cushion CC cream, a pure lipstick and a brand-new miracle honey perfume 30ml at the price of 1 180 yuan. At the same time, there are 4 gift boxes of Lancome New Year limited pure soft lip balm at the price of 1080 yuan.
In order to maximize the cash flow of Karry fans, Lancome has spent a lot of thoughts on marketing and psychological control of fans.
First of all, four gifts are included in both gift boxes, namely Karry's random signature red envelope, surprise explosion gift box, Karry's same puppy bag and 500 voice gift boxes (limited). 1080 RMB gift box replaced the voice box with Lancome pure random color lipstick.
For fans, the temptation of "signature" and "idol with the same paragraph" is huge. On public social platforms such as Weibo, you can see comments made by fans in order to get signatures and other things. However, the Lancome incident in Karry instantly caused discussion on Tianya, Douban and other mainstream platforms, and extended its influence beyond the Karry fan circle.
In LAN? What's the matter with you? What's the point? Every time you blow a sword? In more than 1000 comments, Karry fans compiled a unified list, all the pictures were coded with their own network ID, and some of them were accompanied by topics or slogans to promote idols.
At the same time, Cai Mei also noticed that the title given to Karry this time was "Ambassador of Cosmetics and Perfume", and the lipstick and air cushion made by Lancome were promoted in the gift box. As an upgraded version of miracle perfume, miracle honey perfume is also newly launched this time. It can be seen that Lancome tried to capture the post-95 consumer groups with makeup and perfume lines.
How to achieve traffic? Brands must strike a chord with their fans.
Rather than saying Lancome people know how to bow to fans skillfully, it is better to say that high-end foreign brands have begun to know how to be nice to young people.
Bowing to the rich, leisure and tasteful young people is a necessary stage for every cosmetic brand at present. In recent years, there are countless cases of young stars, especially female fans, endorsing and cooperating with a large number of small meats. The reason is still inseparable from the phrase "attention is a scarce resource".
Stars are the product of attention economy. They can attract the attention of the public and have high commercial value, and their high value is reflected in the flow. Fans, on the one hand, represent the commercial value of stars, on the other hand, they are also "cash machines" for realizing star traffic.
However, the huge female fan base of small meat is basically the same as the target consumer group of cosmetics, especially the categories with strong colors and strong sensory stimulation, which will be sought after by male stars.
The most classic case is 1996. After 24-year-old Kimura Takuya endorsed Kanebo lipstick, the brand created an amazing sales volume of 3 million pieces in two months. In China, there used to be the "Yang Yang color" of Guerlain, then the "Queen color" created by Maybelline and William Chan, and now there is even the "Selected color" of Karry, all aimed at the fans behind the small fresh meat.
Why do brands like to use small fresh meat? Lancome's 1 180 yuan's box set was read by fans in a few minutes, which is a real example.
As for why fans can wholeheartedly contribute sales to idols, it involves the social psychological encouragement of fans, the rise of subculture and the development of fan industry. Cai Mei can't finish it in a few words.
But at the same time, in the endorsement preference, the small fresh meat has not completely defeated the little fairy, and the young flow has not been fully praised. As far as Lancome is concerned, it has cooperated with a group of post-90s stars such as Zhou Dongyu, Xia Chun and Karry, but it has also cooperated with powerful stars such as Tamia Liu, Yolanda and Faye Yu, and its elegant advertisements have also been well received by netizens.
For example, Estee Lauder launched the traffic queen Yang Mi as the Asia-Pacific spokesperson last year. Opponents believe that the brand's excessive intimacy with young people reduces the brand style. But the data doesn't say so. Tricia Nichols, vice president of global consumer market and participation of Estee Lauder, praised Yang Mi for directly driving the brand sales to increase by 500%. The person in charge of a shopping mall also told Cai Mei that in 20 17, the sales of Estee Lauder in the department store system increased by 20%. In her view, this directly reflected the promotion of cosmetics sales by Yang Mi and other stars.
However, small fresh meat is "small fresh meat" after all, not the "braised meat" that everyone loves, nor the "Tangseng meat" that guarantees profits. The brand's choice of spokespersons and the balance of scale and publicity should be consistent with the brand positioning. Just like the upgraded and transformed market in recent years, it has given a slap in the face to those stores who want to make quick money. There are also many brands that excessively put small fresh meat on the altar in an attempt to make quick money for fans.
The subtle "string" between brand style and fans depends on the market to fiddle with it several times in order to tune out the accurate voice.