In addition to the physical channel, the make-up of Europe and the United States digital marketing red coup to win the heart of the beautiful women who on the network?
The beauty of the human instinct cosmetics market trend of more and more extended at both ends of the age. Market, the amount of amplification natural Needless to say, in the channel, not only the traditional department store or drug pathway big seller, and even now ramming digital marketing, has also become one of the main force of the make-up sales. Especially those who tend to younger, simple to use, the price level of the product. Due to the nature of the Internet media, it is easy to appeal to younger, Internet Marketing caizhuangpin usually have eye-catching visual effects, and can not carry too much information, so that it can attract users attention.
The digital trade show grab sales
Cosmetics industry's luxury brand Dior (Christian Dior) one of the most successful stores in France, not in Paris's Champs Elysees but www.dior.com. " Dior France online store opened half a year later, and quickly became the dark horse of the results on the French market. The charm of this virtual store is: Customers can easily browse Dior recommended top ten products, and stay at home themselves included in the waiting list of a hot commodity. Dior the CEO Tuledanuo (Sidney Toledano) pointed out that the French online store "has and generally independent outlets scale equivalent and has the potential to develop into retail outlets and flagship store are equally important. Dior online store in the UK and Germany, but also rapidly following the French post on-line.
The Wall Street Journal pointed out, the beauty brand's online store is so welcome by brand, First, the profit is relatively higher than physical stores do not have to pay the high rents of the physical stores. In addition, the fashion company said their site so the company can come into contact with the busy work but do not have the time to store shopping high-income demographic. Of course, the website also consumers of these brands to the stores before shopping, understand each product pipeline. For example, many British consumers, often holding in-store pick a good product print documents on the network, to London to buy the real thing.
Online crayons trade show
The website is undoubtedly the best propaganda tool, so more and more cosmetics industry, are actively involved in the business of the corporate website. French makeup brand Lancome (Lancome) President Hu about children (Odile Roujol) said: "From the beginning of the 1990s, Lancome began operating the network through advertising and other premiere in the network, to narrow the distance between the brand and the consumer." the 2008 Lancome also founded a non-profit global platform for the dissemination of "Magnifique-Women.com intended through Internet video, all over the world, women can communicate their personal views, and further enhance women's self-confidence and autonomy.
Lancome also attached considerable importance to the operators of online WOM addition to regularly send messages to the world's well-known bloggers, Lancome has also invited from Britain, the United States, France, Germany, Japan, Korea, and China and other places, a total of 14 well-known bloggers to go to Paris , called the makeup industry initiative by the brand ambassador Juliette Binoche (Juliette Binoche) talk.
Lancome communication technology is not the only network, in October 2009 the company launched on the iPhone, the ingenuity of the make-up of interactive games. After entering the game, the user can enjoy browsing Lancome 2009 autumn and winter make indigo Declaration "(Declaring Indigo) makeup and inspiration. The same time, the user can also use any indigo Declaration of a product or color number, the model's face in the game, make-up creation. Indigo, is filled with romantic style a shining ornate charm of pure gold, or dissemination of unrestrained passion red, can be transformed into a picture of moving through the phone keys, makeup works. Let potential consumers, the brand more convenient and vivid makeup experience.
Cosmetics and 3C products, cross-industry cooperation is also worth mentioning, nail polish brand OPI announced in November 2009, and Dell Computer to open global cooperation, launched a series of nail polish notebook. Cooperation with a number of films and fashion OPI, the economists found that the consumption potential of women in the financial tsunami still also dominated family economic power and consumption decisions. For women, the selection of different nail polish with clothing, converted mood is very special pleasure through the laptop, so OPI hope to convey this kind of fun. The initial Dell Computer will first OPI six classic nail polish colors used in the pen motor shell and into the flow like nail polish painted lines, more cabinet color scheme will be increased to 26 kinds.
Makeup Cyber Army love Community
Community site between interpersonal "viscosity", has also become the new darling of the make-up marketing. Major French cosmetics retailer Sephora has more than 330,000 fans on Facebook. Through fan pages, the brand presents a variety of exclusive promotions, videos, and voted; There is also a page named "employees carefully selected, so that employees can pick and choose the product they recommend users. This also allows the users to be through forums with Sephora employees lively and interactive, fully demonstrated the Community marketing the true nature. More specifically, the company is also on Facebook import a new product line, community charm is evident.
Speaking of selling cosmetics brand on Facebook, the rate of the trend of the first Avon (Avon) is worth mentioning. Avon's Mark makeup, has been specializing in young consumers and student groups, Following the success caused the topic of advertising "Meet Mark" brand at the end of 2009, first went on sale in the United States Facebook online makeup products, caused by the cosmetics industry the attention of consumers. Avon the past go direct selling route, now catch the trend and make good use of the emphasis on word-of-mouth social networking sites, it can be said that the very as no surprise.
On the other hand, in the entity recorded on the electronic, Avon also spared no effort. In order to make the brand younger, and attract commonly used computer pink-collar family in 2006, Avon launched the electronic catalog, and locate important method for mastering the performance of customer loyalty. Avon users an open electronic catalog, the diverse dynamic video immediately greeted. The current flagship TV ads did not absent, broadcast television advertising in the electronic catalog, new ways to increase ad exposure.
Electronic Catalog forwarding, can be used for viral marketing. There is also a questionnaire Avon can better understand the views of consumers. Avon catalog on-line, immediately attracting more than 20,000 readers, they are ready to purchase products directly through the electronic catalog.
Virtual makeup legitimate red
Another cosmetics direct selling giant Mary Kay (Mary Kay) to develop the young female market through virtual makeup improved (virtual makeover). The netizens as long as the Mary Kay website into the simulation make up artist games, the online test make-up effects. The game must first select the color closest model, according to Mary Kay makeup tips then prompted to try various colors of eyeliner, face powder and lipstick. If the players feel great make-up effects in the game, you can instantly click the buy button, enter the the Mary Kay electronic stores online shopping. Mary Kay does not meet in a single business, but each online shopping as potential future customers, so users must fill in personal information in order to conduct online transactions.
Canadian cosmetics company M ‧ A ‧ C is another international brand is committed to operating Internet blogs discuss. Apart from organizing new products, the brand made news conference, will organize similar events specifically for the well-known bloggers, and even offer a variety of make-up courses. M ‧ A ‧ C in the United States, Japan and South Korea, has a group of diehard bloggers, who in a way even more than the media spread of power, so to maintain these bloggers is relatively important. Because often M ‧ A ‧ C new message through the power of users, can so quickly spread.
Network Short face-to-face
When it comes to make-up course, one has to mention causing a sensation in the amateur make-up teacher Michelle Phan on YouTube. The 21-year-old Vietnamese-American girls in college majoring in painting. But the beauty of nature to let her make-up is also very learned. The beginning she just shot at home simple makeup tips video, uploaded to YouTube and users to share, but did not expect popular. Each Phan teaching video, attracting an average of 50 million viewers worldwide. Including a video clip of the singer Lady Gaga Poker Face makeup, describes how to draw and attract a global audience of more than 7 million, to become one of the most popular video in YouTube in the history of.
Phan makeup WBI clips full of personal style, to soft background songs with her soft-spoken, the entire face close-up demonstration, pours out a variety of make-up tips. She was very good at the day-to-day beauty supplies into props, such as aspirin produced acne mask, postcards auxiliary painting eye shadow, eyeliner and mascara, or make elegant curls with a hair band and a paper bag.
Phan was Lancome employees, success on the network let her own brand IQQU. Given her "the premise of a successful makeup is flawless skin beauty philosophy, the brand currently specializing in women skin care and products in addition flaw, but launched makeup products in the future is just around the corner.
Marketing e-cosmetics fate of the demands of demographic younger of interactive new media technology as advertised, amateur and real qualities, probably because of the over use of industry disappear. The Internet beauty Daren reason red, is because they are the "prime" consumers will feel that they share a simple objective. However, with the make-up industry seek to "incorporate" the network of opinion leaders, gradually appeared some elements were not very professional, the prime over-commercialization, resulting in the loss of the influence of both phenomena. Make-up of the e-marketing industry, you can release the trial product opportunities, but should not be manipulated trial experience content, otherwise, it is killing the goose that lays the golden eggs, early ruined a potential marketing tool.