The positive sales brought by traffic stars are temporary, but the brand's style positioning is long-term.
Before discussing the above issues, I want to raise a question first. Why are cosmetics born? To meet people's needs for beauty. Products can bring consumers actual beauty, while the values established by the brand and the pursuit of beauty bring consumers emotional beauty. When consumers have not yet experienced the product and recognized the brand's concept of beauty, the simplest and intuitive feeling comes from the spokesperson of the brand. Therefore, choosing a spokesperson who has a high-quality image, high public awareness, and a high degree of internal fit with the brand can make consumers have a deeper impression and sense of identity with the beauty advocated by them in the first time, thereby generating a consumer psychology, hoping to get the same beauty as the spokesperson in perceptual cognition. Therefore, the importance of the spokesperson to the brand is self-evident. In recent years, many brands, not limited to beauty brands, have fallen into the "high fever" of traffic stars. "Sign the one who is more popular, which will sure increase the sales volume." This has become the most recognized standard of signing spokespersons. However, in this overheated trend, have the brands ever wondered what was the original intention of the brand to find a spokesperson?
Franic gave an answer.
Return to the brand quality after the heat of traffic
On January 15, 2021, Franic officially announced that Franic's first international male spokesperson was Li Dongxu, a powerful Asian actor.
Franic must be very cautious in choosing spokespersons. After considering the internal connection between the brand and the spokesperson, referring to the degree of conformity between the brand positioning and the spokesperson’s image, and the recognition of the spokesperson’s popularity among brand audience consumers, etc. In the opening year of 2021, a heavyweight official announcement broke out.
Why did Franic choose Li Dongxu? From the perspective of the large market environment, actor endorsements are driven by the market. Throughout the major beauty brands, there will be male endorsers. From the perspective of the spokesperson, Li Dongxu has been in the entertainment circle for more than 20 years since his debut in the model competition in 1999, and has appeared in many popular dramas. He has a good reputation in the industry and a very positive image of artists. In addition, Li Dongxu also holds international high-end brand endorsements, which also allows him to personally add a lot to the subsequent brand cooperation. From the perspective of his personal image, Li Dongxu has received a lot of discussions with his "attractive appearance" since his debut, which is in line with Franic's benchmark products.
Support the spokesperson with products of high quality
According to Qiangua Data, the Xiaohongshu's big data platform, since February this year, skin care, skin, ingredients, texture, etc. have all ranked high in the hot search word list on Xiaohongshu, and even ranked among the top searched terms. In the first 8 months of last year, items that have been receiving high attention include sunscreen, aloe vera gel, and exfoliating gel. Among them, as one of the most familiar products for consumers, from calming and anti-inflammatory to moisturizing and hydrating, aloe vera gel that is suitable for all-year use and has many uses is of unbated popularity. It is also because of the high popularity of single products that various brands have swarmed. However, the star products of aloe vera gel have continued to change. But Franic has always occupied the main position in the aloe vera gel category. In addition, the brand did not rest on its laurels for its previous achievements and strengthened its product barriers by continuous innovation. Breaking through the limitations of formula and raw materials, launched the classic Franic Aloe Vera Glue, which has achieved great success in the fields of aloe vera and water-free products. In terms of skin stabilizing, a bottle can truly provide stabilization which is further guarded by "Li Dongxu".
From the best selling classic water-free products, such as bud water, bud mask and aloe vera gel, these high-quality products have witnessed Franic's continuous breakthroughs in brands and products, and created Franic's brand texture with the unique product barriers. Such a brand with aesthetic power and product power is certainly worthy of Li Dongxu's wholehearted endorsement.
Brand content power will be fully upgraded after "zero boundary"
From the official announcement of Li Dongxu, the brand is obviously not on the traffic route. Instead, it aims to pass on the brand's quality through Li Dongxu, and in addition, it also aims to accumulate its brand image through Asian IP such as Li Dongxu. Previously, Franic held the 2021 brand strategy conference with the theme of "Lin·Boundary". It pointed out in the meeting: In the new year, Franic will continue to focus on new retail, increase 5G empowerment, and carry out a comprehensive upgrade and innovation of the "people, goods and field". In the field of social media marketing, Franic will build a brand content shelf to compound interest income with a content thinking.
This time, through the diversified and in-depth content marketing with the spokesperson of Li Dongxu, we will create more high-quality content for the brand based on the characteristics of the spokesperson Li Dongxu, so that content is advertising, so as to reach more consumers and continue to create explosive points and to realize unbounded communication on all platforms and empower omni-channel sales. Li Dongxu’s franchise has enhanced a lot from the perspective of brand content power, both in terms of quality and traffic.
The differences between brands in the same industry include not only the rational product components and functions,but also the perceptual brand style and values. This belongs to the brand's added value, namely, the intangible value of the product that the brand added to the tangible value through various methods. Franic has infinitely amplified Li Dongxu's intangible value in the tangible value of the product through diversified and in-depth content marketing, and empowered each other between the brand and the artist.
At the beginning of 2021, Franic provided a model case for brand promotion.