The cosmetics industry is a highly competitive and homogenized Red Sea market. In today's information explosion, how to occupy a place in the minds of customers has become the key for cosmetics brands to break through.
Among them, the strategy of taking into account both bringing goods and brand placement has become a top priority.
Under the enclosed space of the elevator, as soon as people entered the elevator, after other "regular advertisements" were played, a large living person Li Jiaqi jumped out with a "OMG" and opened the interactive mode of Douyin live broadcast, which made people have to take a few more looks.
Waterkiss lipstick is Kazilan's new lipstick this spring, with a total of 20 shades. On the opening of the shell of each big red round tube and the red paste, there is a sexy lip pattern, which makes the fairies full of girls' hearts can't stop.
It is understood that after Kazilan enabled the live broadcast and evaluation of Douyin lipstick brother Li Jiaqi online, it drove tens of millions of sales and became a hit. In order to expand the victory, since this week, Kazilan has landed Li Jiaqi's live broadcast on Focus Elevator advertisements, and online and offline content has formed a dual-line linkage.
Kazilan's operation seems simple, but it invisibly conveys several very interesting signals about cosmetics advertising and marketing.
First, ad interaction should be the best choice for smart advertisers.
The so-called "ad interactivity" refers to the innovative new advertising model of setting audience participation links in advertising creative, such as forming direct dialogue, games, comments, and sharing.
Compared with traditional one-way communication instillation advertising, interactive advertising is more interesting and therefore more participatory, thereby improving the accuracy of delivery, promoting advertising effectiveness, and driving more social sharing and forwarding.
In recent years, there have been many cases of interactive advertising communication. For example, the "beat U" of Shenzhou Car and the mirror of Pechoin to the end. The advertising creative with the core purpose of directly promoting audience discussion has triggered a wide range of "complaints" and heated discussions among the audience, so as to achieve the communication effect of maximizing the impact.
Second, the dual-line linkage of advertising will become a trend, and online influencers + offline focus will become the mainstream advertising combination.
Online and offline are no longer antagonistic new retail era, and the online and offline advertising communication can no longer be strictly distinguished. Where life is, business is there. No matter how much time people spend on the Internet every day, the time spent in offline living spaces must occupy a large proportion. Therefore, a truly effective advertising strategy cannot be wasted online or offline.
The combination of online and offline advertising is also one of the important symbols of the all-media era. Online delivery is a problem of accurate interaction, offline delivery is a problem of brand awareness and trust.
Taking Kazilan's dual-line launch as an example, the online Douyin live broadcast directly affects Li Jiaqi's fan audience, because based on the trust and worship of Li Jiaqi, fans will immediately or in a short period of time to form purchase behavior. But Kazilan's water-kissed lipstick will definitely not only be sold to Li Jiaqi's fans, but to more female friends.
Of course, this dual-line integrated advertising model is not only from online to offline, but also from offline to online. As early as 2010, Yulan Oil placed a suspected oolong advertisement in more than 10 cities across the country: "Happy New Year 2001".
The ad quickly sparked discussion online, "Olay Oil's bus plate New Year's advertisement is on display, and it looks like they will withdraw the advertisement in a few days." In fact, the ad expresses Olay Oil's philosophy of "staying young" and the customer's expectation that "I wish it would be 10 years younger." In the end, the ad sparked millions of discussions and retweets on Sina Weibo.
The case of magnolia oil is a typical example of moving from offline to online. In today's self-media and Internet celebrities, it has become a tried-and-true and effective marketing method to associate and interact with more compatible Internet celebrities or KOLs. Offline advertising is an indispensable part, which determines that "online influencers + offline focus" has a great probability of becoming the mainstream mode of delivery in the future.
Third, under the "lipstick effect", contrarian investment will be able to maximize market opportunities.
Lipstick is a representative product in cosmetic products, and it also has a unique significance in the field of economics, that is, the "lipstick effect".
The lipstick effect, derived from an economic phenomenon: also called "low-priced product preference trend", appeared in the United States as early as possible, whenever the economy is down, lipstick sales have risen sharply, as a cheap, non-essential item, for the consumption of lipstick, can to some extent to meet people's "nowhere to place" purchase desire, thus playing a certain role in its psychology.
To achieve the "lipstick effect", the product needs high added value but not necessities, low unit price, and high cost performance to meet the user's psychology. Therefore, many products have the characteristics of "lipstick effect", and many cosmetics have these characteristics, and the unit price is not high, but it can achieve good psychological comfort.
From this point of view, in the current complex economic situation and the rational release of consumer demand, Kazilan's "online celebrity + offline focus" launch strategy is a bit of making full use of the "lipstick effect". In the case of other makeup brands rarely launching, it is only natural that Kazilan's unique creativity and aggressive targeting strategy have brought better results.