Double City Raiders, cosmetics competition

Use endorsements to expand different markets

Cosmetics attaches great importance to the choice of different spokespersons around the world. For example, the Maybelline New York brand has eight spokespeople around the world, including leading figures in the industry such as actors, singers and models. The person in charge of the Maybelline New York brand said that Maybelline’s spokespersons are not just beautiful vases. They are full of style and self-confidence, and perfectly represent the values ​​of the Maybelline New York brand. “Our commercials are usually a template for the New York headquarters, and the localities adjust them as needed. For example, in China, we will replace the protagonists of the commercials with Zhang Ziyi and Wang Wenqing while maintaining the creative concept and performance. Because many super models are famous in the world, their popularity in China is much lower than that of Zhang Ziyi. Consumers like to imitate the dress of stars, so it is very important to make familiar faces appear in advertisements.

Similarly, the Gillette brand is also good at launching different spokespersons in the global market, and is close to consumers in various regions. Xie Bing, managing director of Gillette Greater China Men's Care Business Organization, told reporters that Gillette has a consistent standard in choosing spokespersons: self-confident, courageous, and masculine. Gillette has the global image of the champion camp endorsement, and selects more targeted local image spokespersons around the world to interpret the Gillette image of each country and region, and try to avoid communication with consumers due to regional cultural barriers. "For example, the first commercial in China in 2010, with the Chinese New Year happening to be the background of Western Valentine's Day, the actor is China's Olympic champion Lin Dan. The story is about a boy who overcomes his heart. Hesitate to become a man with responsibility. This advertisement is very regional and humanistic. Our New Year sales activities and public relations activities in China are also carried out around such a theme, which is recognized by many young boys."

Launching specific products in different countries

   For cosmetic brands, the daily care products launched by the world are not much different, but the functional products such as whitening and anti-wrinkle are different. In Japan, the most important thing for women in Japan is the moisturizing work. After cleaning the skin, women will apply lotion and lotion to the entire face, and the skin around the eyes is also full. The face uses the same skin care products, so there is no habit of using eye cream in Japan sooner or later. In order to cope with the habits of Chinese consumers, the Fulifang brand under Kanebo has launched eye cream and a set of oil control products in the Chinese market. “In addition, in Japan, whitening is an indispensable part of daily care. About 25% of skin care products on the market have whitening effect. So some European and American brands are not popular in China, but in order to open up the Japanese market, they will choose Produced and launched whitening products and high-powered sunscreen products in Japan."

Lancome, a high-end skin care brand from France, invests a lot of energy every year to conduct an in-depth investigation of Asian women, making Lancome's products for sale in Asian markets suitable for Asian women. Su Ge'an, deputy general manager of Lancome brand, said: “Lancome has products specially developed for Chinese women: such as Lancome Fiber Firming Eye Serum. From product formula to design, it is more suitable for Chinese women's skin, only in It is sold in Hong Kong, Taiwan and the Mainland of China. At the same time, Lancome's foundation products also have a color code that is suitable for Chinese women."

Hosting special events

   In order to interact well with consumers, makeup brands often launch activities such as skin care experience, makeup teaching and perfume matching. According to the needs of consumers in different countries, activities also have different focuses. Xie Bing said that men in Europe and the United States will cleanse, shave, and skin care every day. They will also do regular beauty treatments and even make up for specific activities. They also have a good understanding of the care products. However, according to Gillette's survey, most Chinese men still have no awareness of active skin care, so there is a lot of room for product education in this area. The brand is willing to invite some male consumers to try Gillette's skin care brand, and ask experts to explain the product and use the method to let consumers share the feeling of use.

“Sevran has stores all over the world. We often hold various events. Europe is a big country in perfume consumption. It is common for one person to have four or five bottles of perfume. We invite experts to introduce new perfumes and guide different occasions, how to match perfumes, and consume. In the United States, the makeup market is huge, and the lectures on creating the latest fashion makeup are very popular. The main force of consumption in the Chinese market is skin care products, accounting for 80% of the market share. How to maintain skin is the most concern of Chinese consumers. Some hand and face care and massage services are most favored by consumers.” The responsible person of the Sephora brand said.

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