Chen Hao, the spokesperson, said the brand communication language "You are beautiful, natural hall" emotionally at the end of the film when he creatively filmed the film advertisements "Nature" and "Bright White".
The Nature Museum, a product of Galand (Group) Co., Ltd., was established in Shanghai on 200 1. Based on China's philosophy of harmony between man and nature, we advocate the concept of enjoying nature and living a better life, develop according to the characteristics of China people's culture, diet and skin, select rare natural ingredients and integrate advanced technology, and strive to provide better and more professional products and services for China consumers.
Chen Hao,197965438+born on February 9th in Qingdao, Shandong Province, is an actor, host and singer in Chinese mainland, and vice chairman of the Actors' Union of China Television Artists Association. 1997 was admitted to the undergraduate class of the performance department of the Central Academy of Drama.
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The origin of "you are beautiful"
2/kloc-0 At the beginning of the century, the daily chemical market was in an era of industrial upheaval. Due to the rise of franchise stores, domestic brands began to rise slowly in the second and third tier markets. At that time, domestic consumers did not have much professional knowledge of cosmetics. With the gradual exposure of the problem of hormones in Doctor Bai's brand, consumers' safety awareness has gradually improved, and the slogan "Doctor Bai just makes you white" has also changed from a smash hit to a "danger signal" to remind consumers not to blindly pursue efficacy.
In 2006, Qin Tian reached a long-term strategic partnership with Nature Hall, and Qin Tian set a new strategic orientation for Nature Hall, creating a natural and healthy brand image through the strategic appeal of "natural country, beautiful palace"; In order to establish a new brand image and solve the dilemma of asymmetric market cognition and weak consumer influence, the first step is to "register" in customers' minds-to create a brand communication language that can generate buzz and directly impress consumers. Once the brand elements are right, everything will be easy.
After a lot of consumer research and dozens of brainstorming, Qin Tian finally decided that the brand communication language of Nature Hall was "You are beautiful", which was later praised as a communication language worth tens of millions, and was put forward by Ms. Tan Qin, the current CEO of Qin Tian. This brand communication language has three important characteristics: unforgettable, lovely and meaningful; Cleverly praised consumers, but also reflected the brand value of Nature Hall, that is, the natural health products of Nature Hall can restore or freeze the natural beauty of consumers.
References:
Baidu encyclopedia-nature museum