Text: Nanfeng
On September 25, the well-known beauty brand Lancome announced on its official Weibo that Wu Yifan is the brand spokesperson for Lancome Asia Pacific.
On September 16, the top beauty brand Estée Lauder signed a new flow. Li is now the skin care and makeup spokesperson of the Estee Lauder brand in the Asia-Pacific region. The official Weibo account has reached 210,000 likes and 430,000 reposts. A large number of fans in the comment area have posted orders. Its ability to carry goods is evident.
Around 2017, foreign and local beauty brands have used male celebrities with traffic advantages as brand spokespersons or image ambassadors . For a time, "flower-and-beautiful" beauty has become popular, and "male sex consumption" in the era of licking screens has become the mainstream. This year, with the increase in the number of male stars signed by beauty brands, this phenomenon is intensifying.
From the Internet to film and television to products, the strategy of opening up the "female market"
When the social and economic development reaches a certain height, people's consumer needs will change. This change is reflected in women in that women have a strong voice and dominance in consumption while being economically independent.
At the same time, women’s demand for beauty products has also changed with the awakening of the social consciousness of "female thinking independence". "Pleasure yourself" seems to be a flavor of women's life in this highly competitive era. In this case, "fresh meat" can be seen everywhere, and "male sex consumption" has become an inevitable product based on capital operation and market choice.
In 2014, Li Yifeng's "Gu Jian Qi Tan" became popular on the Internet, and the limelight was the same. Investors saw his popularity and strong female fan audience, and invited him to become the male lead of the movie "Gardenia Blossoms" and the online drama "Tomb Notes". Although the reputation is general, one won 379 million box office and the other went online for 2 minutes. The broadcast volume reached 24 million, breaking 100 million within 22 hours, creating a new era of domestic web dramas. The profit model of
"male star + traffic" is universal, which is why male traffic can become popular. Although has criticized traffic movies in the past two years, beauty products are different from film and television dramas. Male traffic has almost become the best choice to endorse beauty.
According to the "White Paper on the Purchasing Habits and Demands of Chinese Beauty Consumers" (referred to as the white paper) jointly released by Kantar Consumer Index and Taomei Makeup Merchants Association, in 2019 China's beauty market, women aged 15-34 The purchase of beauty products accounts for more than half of the sales. Obviously, the younger generation of women has become the main force in beauty consumption, and this age group is in line with the fan base of popular idols. The
beauty brand realizes that the traditional way of endorsement by female celebrities seems to be insufficient to attract young female consumers. Compared with inviting female celebrities to endorsements using the "imitation psychology" of female masses and fans, "opposite-sex attracted" male stars as endorsements can stimulate women's fundamental desires.
Young women are more diversified and open in terms of consumption, and they are very willing to buy beauty products endorsed by male stars. And the fan groups of popular male stars are generally younger women. Many of them have been in work for many years and have realized the freedom of consumption. Some rely on living expenses at home and have ample money in their hands.
They have a crazy pursuit of their idols, and they are willing to use the purchasing power of fans to prove the commercial value of idols , gain the favor and affirmation of "gold masters", in exchange for better development of idols, and support their brothers to take the "flower road". The brand side is also getting the dividends of the Chinese fan economy market.
flow "Shadow Comprehensive" frustrated, the endorsement
2014 "Gu Jian Qi Tan" hit Li Yifeng, Chen Weiting, plus Lu Han, Wu Yifan and other flows returned to China, opening the first year of internal entertainment traffic. The early popularity of traffic was more or less accidental, but from 2014 to the present, mainland capital has explored a complete set of standardized procedures to "build" traffic in batches.
"Top traffic" can also be created. In the past, traffic created data, but now data creates traffic. Therefore, the traffic is updated quickly, the fans accumulate quickly, and the loss is also fast. Because everyone knows that the life cycle of traffic is short, the men's draft team has endorsements when they form a group, and they have multiple brand endorsements as soon as the traffic bursts, because no matter which party wants to maximize the value of traffic.
There are no more than two ways to "pay back" for traffic. One is the added value brought by one's own profession, such asThe return of capital for performances in film and television dramas, movies, and variety shows, concerts, album releases, etc., and the other is commercial value, that is, endorsement fees. Early traffic can walk on "two legs", holding movies and endorsements, but new traffic is not so lucky. The era when
can be favored by movie directors with its own traffic and fans has long been a thing of the past . In terms of film and television, audiences no longer buy the "movie + variety show" that focuses on traffic. Watch with colored glasses. Lu Han's "Shanghai Fortress" has once again caught traffic movies into the target of public criticism; the men's group NPC has several groups including "Wonderful Food", "Perfect Restaurant", "Brave World" and other obscurities.
Flow movies and flow variety shows have become fans' self-esteem. The bonuses and shortcuts of flow have been blocked by the veteran flow predecessors. Although some unwilling people are still trying, but in a market where the boutique trend is the mainstream, face and traffic alone will not work. Although
is frustrated with "movie+variety", the endorsements of various male celebrities are a great trend. fans are proud of refreshing the sales of idol endorsement products, which is exactly what traffic and beauty brands want to see. The most enthusiastic fan of
is when the idol has just become popular. Beauty brands see this and introduce various interactive programs for fans. Some brands will propose "unlocking tasks", that is, fans will complete a certain amount of tasks. Can unlock idol benefits. The task is nothing more than spending money to buy, buy, and do data. merchants "cut fans and leeks", fans prove the commercial value of idols, one willing to fight and one willing to suffer.
As long as there are female consumer groups, traffic will not be unemployed.
