VIP Class Notes (Lily) [R/W]

Next Class Focus

translate the resume for Cida 🙂 good luck!

Reading

https://www.l2inc.com/daily-insights/from-c-beauty-to-he-beauty-5-digital-china-cosmetics-trends

As online trends significantly impact consumption patterns in China’s beauty industry, brands are using data on what’s popular to develop and market new products. Following the online buzz surrounding popular product categories, skin care ingredients, and cultural elements, beauty labels have quickly responded to consumer demand with new items and digital campaigns. Based on analysis in Gartner L2’s new Beauty China: Product Innovations Insight report, below are five key trends in China’s beauty market informing brands’ product development and digital marketing:

C-Beauty

While “made in America†products have cachet in the US, “made in China†has increasingly become a source of pride for Chinese brands in their home market. Both the government and e-tailers like Alibaba have encouraged consumers to purchase Chinese-made products across categories, and the local beauty industry has caught on. The percentage of C-beauty brands using made-in-China keywords in their product listings (like “the glory of Chinese goods,†or 国货之光) increased from less than half in 2017 to 72% by December 2018.

The Lipstick Craze 

Chinese consumers’ obsession with lipstick continues, especially with premium brands. MAC Cosmetics, YSL Beauty, and Giorgio Armani Beauty all see more than 80% of their total Tmall unit sales going to lipstick, and all are among the top 10 brands for Tmall search results performance on lipstick-related keywords. MAC’s recent lipstick collaboration campaign with China’s most popular mobile game Honor of Kings was especially successful at generating sales from Gen Z and millennial beauty shoppers.

Cosmeceuticals

In line with a global trend, Chinese consumers are becoming more focused on the effectiveness of their skin care ingredients and spurring the popularity of cosmeceutical products and brands. Index brands that perform well on cosmeceutical-related search terms on Tmall include formal cosmeceutical brands like SkinCeuticals and Dr. Ci: Labo, as well as traditional beauty brands like L’Oréal Paris and Elizabeth Arden as they develop products with cosmeceutical ingredients and invest in relevant SEO. As a result of the popularity of cosmeceuticals, the Chinese government has moved toward regulating the industry by banning brands from claiming products have medical effects.

Palace Intrigue

In relation to both the C-beauty and lipstick trends, Chinese aesthetics have become popular in the China market. This is driven in part by the popularity of period dramas like Story of Yanxi Palace, China’s most-watched and the world’s most-Googled TV show last year. Not only have C-beauty brands like Pechoin and the Forbidden City’s own gift shop have launched popular Chinese imperial-themed products, but international brands have taken advantage of the trend as well: Guerlain created a marketing campaign for its Rouge G lipstick, which was used on Yanxi Palace characters. The most recent example of a successful imperial makeup collection was a line of lipstick, eyeshadow, and face masks released by Beijing’s Summer Palace in partnership with a local beauty brand.

Writing exercise

Work Experience

Content Marketing/Brand Promotion Planning/Project Execution  Marketing Department Shanghai

Responsibilities: Content Marketing/Brand Planning and Marketing Promotion/Project Execution

1, Managing and Operating Brand Public Names and Officials; Combining with Visual Content Planning of Nowadays Popular New Media, Selecting Topics, Combining Brand Culture, Customer Community, Series Output of Single Items, Planning and Implementation of Creative Programs, Tracking the Increase of Brand Fans, Promoting High viscous, promote transformation;

2. Responsible for brand online (e-commerce) and offline activities (events) project management and planning, and follow-up implementation, maintenance and tracking results;

3. Brand Festival node publicity planning, brand day derivatives proposal, with CRM feedback VIP customer activities; Brand documentary / vlog script writing, project planning, digital marketing based on customer data;