Source | Jumeili
Author | Simin
Consumer: It's 2020. Why do some people still think carved lipstick is new?
After all, it's been more than a year since the activity of "micro-carving lipstick with flowers and hidden stars" was screened on major social platforms and live video broadcasts of beauty makeup bloggers.
This carved lipstick, which was launched in April, 2065438+2009, sold10 million per month once it was launched, occupying the top spot in makeup sales all the year round. It can be said that it is a classic case of the carving process of lipstick and even makeup with fire.
As the first case of three-dimensional texture lipstick in China, this product copied the carving technology of ancient China, carved flowers on lipstick, and melted the paste into China elements when most national cosmetics worked hard on packaging and name, which opened up a new means of national weathering.
Subsequently, at the beginning of this year, Huahua immediately launched the "Flower-bird-to-phoenix Relief Makeup Plate", which once again consolidated its brand positioning of "Oriental Makeup" with exquisite carving skills.
So, in the next six months, we saw all kinds of carved lipstick, carved blush and carved eye shadow that are exactly the same or have their own styles. ......
The remaining temperature will last until mid-2020, and the brand will "re-bet" the core selling point of the new product, even if it is no surprise to consumers.
Can you tell who is who without looking at the package?
In this regard, the head of the "victim" Huaxi sub-brand said in an interview with Jumei: "The carving must be Chinese style and the carving should be fine enough. Our name is flowers, so all technologies related to flowers are things that exist in the soul of our brand. "
In an interview with Jumei, the person in charge of Susisu, who is also a cutting-edge makeup brand, also said that carving dragons and painting phoenixes have brand genetic attributes, and not everyone can copy them. Consumers have passed a new point.
This behavior of blindly copying homework, regardless of its own brand positioning and style, will only make the image of the brand in the eyes of consumers more chaotic and unable to form a profound and clear cognition and association.
Of course, these simple truths, I believe these battle-hardened brand builders must know better than anyone else, but why do you have to "know what you can't do"?
Although there is no lack of eagerness and pursuit of short-term interests here, the fundamental reason may be that these brands themselves do not have the ability of independent innovation at present.
As the founder of Jiubian Beauty said in an interview with Jumei: "Domestic makeup talents and basic aesthetic education are very scarce, and they will only follow the gourd painting, saying that the fundamental point is the person who leads the product design positioning, and the vision and pattern are still second-rate and third-rate. Traders or leaders are still stuck in the imitation path of mature and successful products, and they are not confident or self-sustaining about innovation and creation. R&D and design need to be laid out in advance. In China, I am afraid that brands that have the courage to do it, such as Mary Daijia, Hua and Perfect Diary, can rank in the top three. They are at least positive both consciously and subjectively. "
In addition, the person in charge of an established domestic makeup brand also believes that domestic makeup does not dare to be high-end or innovative easily because it is "afraid to try, afraid to invest, afraid of failure, and afraid of not being worth the candle". After combing, we can see that whether it is Perfect Diary or Mary Daijia and other domestic cosmetics brands, their investment in R&D and marketing is huge. Brands are eager to expand rapidly and occupy the market, and most of them choose multi-channel marketing. From Xiaohongshu to Weibo to WeChat official account, the wave of "planting grass" is behind burning money. The consequence of this operation is that the sales volume is enviable, the gross profit is chilling, and there is no money to invest in R&D without profit, forming a vicious circle.
Indeed, innovation has always been a difficult and important ability in the process of brand development. When an idea is sold and recognized by consumers, related followers will flock to it. "At this time, what we want to strive for is the persistence of users and the persistence on the road of innovation," the person in charge of the flower said frankly.
As for how to realize self-innovation of domestic make-up, the person in charge of Susisu said that we can start with packaging, content and vision. For example, packaging must be a private mode to solve functional and aesthetic problems, and it is necessary to tap the real needs of consumers and realize the functional upgrade of cosmetic packaging materials. The content is planning ability, and makeup needs stories around products. Vision is the direct embodiment of brand tonality and differentiation, stimulating transformation and clicking.
Fortunately, with the rise of domestic cutting-edge brands, we are beginning to see that more and more domestic make-up brands are already trying and exploring various innovations.
For example, CROXX, a dark-colored makeup brand, recently released the latest jade series, in which the eye shadow tray and blush products of its main products are based on pure white porcelain, and moire, silk chrysanthemum, sentient beings, compassion and anger are carefully carved on the product packaging to create unique works of art.
NONO NOTES Naizi, an anthropomorphic makeup brand, is inspired by notebook, books, stationery and other elements. Most products are paper packaging materials, eye shadow is travel notes, blush is dessert recipe, eyebrow pencil is exam answer sheet, and lip glaze is an element of cheese warm drink menu.
Girlcult, a make-up brand, launched a new series of cosmic romance, which was inspired by Voyager I launched in 1977. The packaging design of blush ball looks like blush "sitting" in the space capsule, which looks like paste but actually powder texture.
Skill, a brand of new national style cosmetics, is inspired by thirteen orphans in mahjong, and incorporates elements such as chicken feet, dice and Hu brand aliases.
Fomomy, a fashion makeup brand, has successively launched cigarette case lip glaze and cigarette tube lipstick, among which the disposable cotton swab design of cigarette case lip glaze has obtained a utility model patent, inspired by iodophor disinfection cotton swab, and when one end is damaged, lip gloss will be injected into the other end.
......
Perhaps, as the head of Shanghai Chuangyuan R&D Center, a cosmetics foundry, once said at Jumei Conference, with the realization and pursuit of self-worth by young people, as well as the demand for improving cost performance and quality of life efficiency, the consumption of TAs is more and more inclined to self-worth realization, self-reward and gift consumption.
In addition, with the development of mobile Internet, consumers become more and more dependent on it, so under the background of market fragmentation (new channels and new market segments), domestic products, cost performance, rapid makeup, experience upgrade, personalization and environmental protection have also become new concerns of the younger generation of consumers.
Therefore, the trend of innovative research and development of cosmetics in the future is bound to return to consumers, carry out multi-dimensional experience design and comprehensively innovate quality management.