Source: Beijing Business Daily
Food and beauty, two fields that were originally out of bounds, are constantly colliding in the name of marketing. Recently, the emotional snack white rabbit and Meijiajing and the smell library launched lipstick, milk candy perfume, shower gel, body lotion, car aromatherapy continue to create explosive points on cross-border topics, and the face mask cooperated with Chunji, the Zhou Black Duck Enigma Makeup Set, the Wangzai Natural Hall Air Cushion, the Nutrition Express eyeshadow palette, the full range of makeup launched by Holia Holia Makeup Gift ×Pack, Coca-Cola × Filsch Shop are also constantly opening our brains. Industry experts believe that the frequent cross-border beauty of food companies is a manifestation of the economy of appearance. However, the freshness “shelf life” of this cross-border manufacturing is short, and the increase of such cross-border is also easy to cause aesthetic fatigue, how to avoid such marketing short-lived is a difficult point for food companies to graft beauty, it is worth exploring and studying.
Food and beauty co-branding non-stop
At a time when “co-branding” has become a popular label in fashion, various cross-border co-branding is emerging one after another. In addition to the various splicing of fashion brands, the cross-border co-branding of food and beauty has also become a phenomenal combination. In the past year, the lipstick launched by the national milk candy white rabbit has been a sensation, and people still remember its “hard-to-find” grand situation: it sold out in half a second on the first day of launch, and the crazy price increase of various scalpers. From being forgotten to being sought after, because a lipstick became an Internet celebrity, and since then it has not stopped on the crossover road. This year, they jointly launched White Rabbit perfume, White Rabbit body soap and body lotion, as well as White Rabbit hand cream, car fragrance, fireless fragrance, washing sets and other joint products, setting off a “white rabbit fever” again. The Beijing Business Daily reporter saw that the monthly sales of the most popular white rabbit perfume exceeded 15,000 bottles.
In fact, food + beauty is becoming a marketing routine that is being copied one after another. It is precisely in cooperation with Chunji that the customized melon seed face mask gift box, the Zhou Black Duck Enigma Shang makeup kit, the air cushion launched by Wangzai and Nature Hall, the nutrition express eyeshadow palette, the Holia Holia makeup gift bag × the Coca-Cola × Fairy Shop series of makeup, and the endless cross-border collaborations are dizzying. Among them, the “internal and external mosquito repellent set” launched by Rui Ao RIO and Liushen is the most bizarre Rui Ao Liushen flavored cocktail.
Why does the food industry prefer beauty when engaging in crossovers? Zhu Danpeng, a commentator on China’s food industry, said in an interview with a reporter from Beijing Business Daily that snack food and beauty cosmetics or so-called Internet celebrity products are all products that the new generation of young people like. Food companies and these products cross-border to form a new generation of Internet celebrity portfolio, which is conducive to enhancing young consumers’ attention to brands and enhancing their stickiness with brands. On the other hand, the whole society has entered a new era of beauty, and the economy of face value is dominant, and food companies will naturally consider grafting with representative beauty products such as beauty, which is also a core reason for the food industry and the beauty industry to keep co-branding.
Aesthetic transition period
New things tend to peak their traffic when they first appear, and decrease when similar things appear frequently. The crossover of food and beauty cannot escape this law. Compared with the high attention of White Rabbit when it first launched the peripheral product lipstick, it is not difficult to find that although White Rabbit perfume still successfully drives a wave of topics, the sensational effect it creates is obviously unable to replicate the brilliance of White Rabbit lipstick. Similarly, when Qiaqia melon seed face mask, Zhou Black Duck Enigma Shang makeup kit, nutrition express eyeshadow palette and other similar products have appeared one after another, the topic “shelf life” they form has become shorter and shorter, consumers will only laugh, think it’s quite interesting, and then there is no after, the reason is that the public has been tired of this kind of routine marketing aesthetics.
A reporter from Beijing Business Daily noticed that for the white rabbit perfume, some netizens commented that “pure circle money”, saying that they did not buy it. Some consumers who have purchased the perfume have also reported relatively negative comments such as “perfume has a cheap alcohol smell” and “does not smell good”. Previously, after the launch of the white rabbit lipstick, there were also “short paste” and “not easy to use” sounds. This kind of joint name is often good-looking, but the quality is uneven; Heavy marketing, but not too “hearty” in quality. This actually affects consumers’ impression of such cross-border products to a certain extent, and with a poor experience, they will no longer easily take out their wallets. The relevant person in charge of Shanghai Guanshengyuan Food Co., Ltd. said that the influence of White Rabbit IP will be further exerted in the future.
Marketing innovation is key
Zhu Danpeng said that the cross-border marketing of food grafting and beauty is still a new thing for Chinese food enterprises, and how to make the two sides grafted better, form the best combination, and achieve the best communication effect and brand effect is worth exploring and studying. He emphasized that if the food + beauty combination is not short-lived, it needs food to be designed from the top to form a long-term marketing mechanism. From the perspective of the entire industrial logic and the consumer side, it takes at least three years to form a medium- and long-term strategy to be effective. Aesthetic fatigue will definitely exist, but breaking aesthetic fatigue requires enterprise innovation and upgrading, including how to iterate products, how to operate the cross-border combination of food and beauty, etc., which is actually a difficult point in cross-border marketing in the entire food industry.
Zhu Danpeng said that while engaging in cross-border marketing, food enterprises should clearly distinguish between priorities and priorities. Your own products are the main business, cross-border products are a side business, don’t lose your positioning in the fancy marketing that creates gimmicks. “For food enterprises, cross-border integration from strategy formulation to monetization is a huge system engineering, in the final analysis, it is still necessary to form a long-term continuous marketing mechanism.”
Beijing Business Daily reporter Wang Xiaoran Kong Yaoyao/Wen