In recent years, the popularity of cross-border co-branding has never abated, but is getting hotter and hotter. When the quality of different brands in the makeup field is almost the same, the remaining competition is the level of appearance and creativity, cross-border co-branding has become a common means of brand marketing.
In 2020, a new round of cross-border co-branding comes again. Hard Candy co-branded Marilyn Monroe, ColourPop, an American makeup brand, launched Mulan co-branded makeup, BIGEVE BEAUTY co-branded Naishuen's Tea, NetEase Yanxuan jointly launched Guo-style series retro makeup........ with Calabash brothers IP Only you can't think of co-branded IP, no brand can't do a high level of appearance products.
On March 27th, the Perfect Diary and Oreo jointly launched light holding makeup air cushion cream. Inspired by the appearance characteristics of Oreo sandwich cookies, the co-branded air cushion printed the cookie pattern on the air cushion to create the fun spring limit in two different colors of classic black and cherry blossom powder, and launched the limited gift box "Beauty Shop", which is very interesting. It will be pre-sold on JD.com on March 27th. It was all sold out that day.
Oreo was introduced into China in 1996. As a small edition of the post-90s generation, when I was a child, I could often see Oreo advertisements on TV, and I was very familiar with its slogan "Twist, lick and soak". This is a unique childhood memory of the post-90s and post-00s generation. This perfect diary captures the nostalgic pain point of the young consumers of Generation Z, staging a wave of memory killing, so that consumers can not stop, can only hand their wallets.
Oreo always to "play together" brand spirit, encourage consumers to share, play together and perfect diary young love to play beauty without limits of the brand gene fit. While the new generation of young consumer groups like to highlight their personality, the pursuit of new and interesting things, perfect diary and Oreo brand positioning is firmly grasp the young consumer groups of curiosity and love to play psychological characteristics.
With the development of society and the improvement of people's living standards, there are higher requirements for aesthetic taste. High appearance level of outer packaging has become a favorable weapon to enhance the added value of products and market competitiveness. The Perfect Diary and Oreo co-branded spring limit, both powder and gift box design is very beautiful, to the appearance level of the appearance level, to be creative. For female consumers, exquisite and good-looking packaging is very important, which attracts them to place orders and cut hands.
In addition to the Perfect Diary, in recent years, seemingly "edible" beauty co-brands emerge one after another, Ellie House co-branded Kitkat launched chocolate eyeshadow, including "original Kitkat" earth color eyeshadow and "strawberry Kitkat" pink eyeshadow two kinds, open the shell, and we eat chocolate is very similar; Too Faced has a range of makeup products including Cookie Plate, gingerbread Figure Plate, Black Cake Plate and Gold Chocolate plate. Coca-Cola and South Korean beauty brand The Face Shop launched a joint line of cosmetics; Nature Hall and Want Want together to create snow cake air cushion and so on; These beauty co-branded products with high appearance level are very popular with consumers in the market.
Through crossover co-branding with IP, beauty brands integrate IP image with brand characteristics, which can bring fresh shopping experience to consumers. The 1+1>2 publicity effect can be achieved by the combination of human and qi, which not only improves the appearance level of products, but also makes the brand more youthful. It has to be said that cross-border co-branding is indeed the most effective way of brand promotion.