Introduction

Another male star and makeup "got an electric shock"! Towards the end of 217, Lancome announced that Karry had become its ambassador for cosmetics and perfume. Born in 1999, Karry's fans' "crazy" purchasing power once again put the relationship between brand and traffic in front of the stage.

CBO reporter Zhang Huiyuan

A few days ago, Bawang Group went on hot search again because of the scandal. When clarifying, the relevant person in charge of Bawang also revealed to Caimei that Bawang 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? The empty nesters born in 198s don't understand.".

It doesn't matter if this post-8s friend doesn't understand. Please allow Cai Mei, a post-9s girl, to introduce Lancome, a post-3s girl, and let her tell you why.

When Lancome, who knows how to tease powder, meets small fresh meat

On January 1, 218, Lancome official Weibo announced the popular idol Karry as Lancome's cosmetics and perfume ambassador. At the same time, the brand will simultaneously sell the limited edition gift boxes selected by Karry in Tmall flagship store, Lancome official website, Sephora official website and offline counters.

Take two gift boxes on sale by Tmall today (January 2nd) as an example. The gift box contains Lancome air cushion CC cream, a pure lipstick and a brand-new miracle honey perfume 3ml, priced at 118 yuan. Also on sale at the same time are 4 gift boxes of Lancome New Year limited pure soft lip balm, priced at 18 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, both gift boxes come with four gifts, namely Karry's random signature red envelope, surprise explosion box, Karry's same puppy bag and 5 copies of voice box (limited). The 18 yuan gift box replaced the voice box with a Lancome pure random color lipstick.

For fans, the temptation of "signature" and "idol with the same paragraph" is enormous. On Weibo and other public social platforms, you can see the comments that fans brush their bills in order to get signatures and other things. However, the Lancome incident in Karry caused a discussion on Tianya, Douban and other mainstream platforms in an instant, which expanded its influence beyond the Karry fan circle.

in LAN? What's wrong with you? What's the point? Every time you blow a sword? Among more than 1, comments, Karry fans have organized a uniform list, and all the pictures are coded with their own network ID, and some of them are accompanied by topics or slogans to promote idols.

At the same time, Cai Mei also noticed that the title given to Karry this time is "Ambassador of Makeup and Perfume", and the lipstick and air cushion of Lancome are also promoted in the gift box, and the miracle honey perfume, as an upgraded version of miracle perfume, is also newly launched this time. It can be seen that Lancome tried to grasp the post-95 consumer groups with makeup and perfume lines.

how to realize the flow? Brands should play the "string" of fans

It is not so much that Lancome people know how to bow to fans skillfully, but that high-end foreign brands have begun to understand how to be nice to young people.

bowing to young people with money, leisure and taste is a necessary stage for every cosmetic brand at present. In recent years, there have been numerous cases in which young stars, especially female fans, have a large number of small fresh meat endorsements and cooperation. The reason is still inseparable from the phrase "attention is a scarce resource".

stars are the product of attention economy. They can attract public attention 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 fresh meat is basically consistent with the target consumer group of cosmetics, especially the category of make-up with strong colors and strong sensory stimulation, which will be sought after by male stars.

The most classic case is that in 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 was Guerlain's "Yang Yang Color" before, followed by Maybelline and William Chan to create "Queen Color", and even now Karry's "Selection Color", all of which aimed at the fans behind the small fresh meat.

why do brands like to use small fresh meat? Lancome's 118 yuan set of boxes was finished by fans in a few minutes, which is a real example.

As for why fans can contribute their sales to idols wholeheartedly, it involves the social and psychological inducement of fan groups, the rise of subculture and the development of fan industry, and Cai Mei can't finish talking in a few words.

but at the same time, in the endorsement preference, the small fresh meat is not completely superior to the fairy, and the young traffic is not fully praised. As far as Lancome is concerned, it has cooperated with a number of post-9s stars such as Zhou Dongyu, Chunxia and Karry, but it has also cooperated with powerful stars such as Tamia Liu, Yolanda and Faye Yu, and its elegant advertisements have been praised by netizens.

For example, Estee Lauder launched Yang Mi, the queen of traffic, as the spokesperson for the Asia-Pacific region last year. Opponents believe that the brand's excessive kindness to young people has lowered 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 5%. The person in charge of a shopping mall also told Cai Mei that in 217, the sales of Estee Lauder in the department store system showed a 2% increase, which, in her opinion, directly reflected the promotion of cosmetics sales by stars such as Yang Mi.

However, small fresh meat is "small fresh meat" after all, not the "braised pork" that everyone loves, nor the "Tangseng meat" that guarantees the profits. The brand's choice of spokesperson 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 to those stores that are greedy for explosive products and want to make quick money. There are also many brands that excessively put small fresh meat on the altar in an attempt to earn quick money from fans.

The subtle "string" between brand style and fans depends on the market to pluck it several times before it can be tuned accurately.