Which brother planted your last lipstick? The answer is definitely varied, because now lipstick endorsements are almost monopolized by male stars. From the three small only to Cai Xukun to Xiao Zhan to Wang Yibo , there is almost no male top streamer who has not endorsed lipstick. In 2018 and 19, when male celebrities endorsed lipsticks were the most prosperous, even the tough guy representative Zhang Hanyu was the NARS lipstick stand.
Image from Shu Uemura's Weibo
Image from the network
Under the strong attraction of the fan economy, it is an inevitable result for the brand to move closer to traffic. After all, the premise of fighting for sales is to fight for attention, and traffic is the accumulation of attention. The male celebrities' ability to carry goods in cosmetics is obvious to all. It is said that the cosmetic products endorsed by Xiao Zhan sold more than 40 million yuan in one hour after the start of the "Double Eleven" deposit.
Image from Estee Lauder's Weibo
Most male celebrities endorse lipsticks that don't really test their upper lip color, at most they can be applied on the face or arms. From the general meaning of advertising, it does not do a good job in displaying products, but this is precisely the unique feature of this type of advertising: it shifts from practical display to emotional connection. For consumers, the shift from functionality to emotionality is a higher level of touch.
The lipstick at this time is not just a decoration, but a connection with the idol, the confidence and brilliance obtained from the idol. Coupled with the realistic driving force for idol endorsements to sell, consumers are very motivated to buy at this time. With overwhelming promotional materials and convenient purchase channels, it is difficult to imagine that the purchase conversion rate is not high. The above is the explanation derived from the MAO model (Motivation, Ability, Opportunity) in marketing, which perfectly confirms the feasibility of endorsement by male celebrities.
But lipstick is a functional product after all. In addition to emotional connection, consumers must pay attention to its practical side. Therefore, in addition to the endorsement of male celebrities, smart businesses will definitely use female models (brands with rich financial resources will also ask female celebrities to endorse them) to show specific color testing and makeup effects.
female model display is indispensable, the picture comes from the network
the picture comes from the network
some brands do not accurately understand the meaning of it, follow the trend and invite male celebrities to endorse lipstick, and make things smarter: just let the handsome guys apply it Put on the main color number and be a model personally. However, not all men are Li Jiaqi , able to control so many colors. The effect of some male celebrities after applying Zhenghong is simply disastrous. This is a deduction for both the brand and the celebrity. I won't put the picture, just use this funny picture of Teacher Gao to imagine for yourself.
picture from the network
male celebrity endorsement lipstick, from the initial shock of Takuya Kimura to the blowout growth of Chinese men’s top stream, people have become more and more accustomed. Now there is a new trend, that is, the range of cosmetics and skin care products endorsed by male celebrities has broken through lipsticks, covering more products, such as liquid foundation, toner and so on. This is more than just enjoying the bonus of the fan economy. But men have more presence in the field of beauty and skin care.
Maybe you have already felt that modern men pay far more attention to appearance than our parents. In addition to feelings, there are also data support: According to data from an industry survey report in the United States, the global male personal care market in 2019 was valued at 47.5 billion U.S. dollars, and it is growing at a rate of 6% per year, and is expected to reach 75.8 billion U.S. dollars in 2027. Among them, the Asia-Pacific region has experienced the most rapid growth.
Does male skin care start with applying a mask?
beauty makeup will gradually cease to be a patent for women, and men will have more sense of presence. The increased acceptance of male celebrity endorsement beauty makeup is also one of its manifestations. I have observed that during this year’s Olympics, Huachenyu endorsed an ad for a toner for health care hall. There was no specific direction for female fans in the words. The color of the fan economy was disappearing, and it turned to a wider range.A broad consumer group. I think this is a footnote of the times.
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