Quick Facts
1. Shushuo Stories and users Shuo Shuo newly released the "SMI Social Media Intellectual Brand List" from the three sections of beauty makeup, make-up, and skin care .
2. Saint Laurent, Lancôme, L'Oreal and other French high-end beauty brands monopolize the top three in the "SMI Social Media Mind Brand List".
3. In the top 20 list of cosmetics, base makeup products are firmly in the forefront, and color beauty makeup occupies a place.
4. In the TOP20 list of skin care, social media intelligence relies on top stars to bless the brand potential, and Herborist integrates domestic dark horses.
5. YSL has two flowers in beauty and skin care. Relying on the long-term cultivation of top stars and brand concepts, it also launched seasonal items on the basis of product research, and dominated the SMI social media mind list in April in one fell swoop.
Desire to decide thousands of miles, thousands of people to compete for supremacy.
Time is the best friend of human beings, but also the sworn enemy of human beings. In the era when the rivers are rushing down, only by relying on the determination and perseverance that are as firm as a rock, can we stand in the waves again and again in this era without the other side. Those long-lasting beauty and personal care brands that have survived the turn of the century will never lack the courage to embrace change under any circumstances. According to the National Bureau of Statistics, the total retail sales from January to April this year was 129.9 billion yuan, a year-on-year increase of 9.3% . Since February this year, the total retail sales of cosmetics have resumed positive growth. The beauty and personal care industry, which will gradually wake up from the previous "darkest moment" in 2023, is reflected in the consumption The transparent transmission of the reader's mind .
Judging from the military deliveries of major cosmetic brands on social media, it is difficult to maintain a long-term product life cycle for "bringing doctrine", and self-developed products that can transparently transmit consumers' minds have instead occupied the focus of research and development. Therefore, using consumers' minds as a breakthrough point to carry out product upgrades and iterations can establish strong consumer awareness, and at the same time constitute an important component of brand product power. Based on this, Shushuo Story and User Shuo jointly released the "SMI Social Media Intellectual Brand List" from the three sections of beauty, make-up and skin care . The list is based on consumers' global social media behaviors and based on consumers' mental models, and constructs comprehensive performance indicators from consumer interaction to voice to praise.
1. Two YSL flowers bloom, domestic brands are now rising stars
Taking April as the benchmark, the top four on the list are all monopolized by traditional French high-end beauty brands. Among them, the top three lists are Yves Saint Laurent, Lancome, and L'Oreal . The status of the three major brands of Lancome, L'Oreal and Estee Lauder, which belong to the world's largest cosmetics company, is still stable. Yves Saint Laurent, on the other hand, succeeded in taking the top position with its excellent marketing effect . Its social media intelligence index surpassed the traditional big three, and it became the champion of the SMI beauty social media intelligence brand list in April by taking the lead in the cognitive index. .
Among the top ten brands on the list, the fifth and ninth places are occupied by first-line domestic brands Herborist and Proya . Among them, Herborist quickly stepped into the forefront of consumer awareness last month with Taiji Bobo Water and Fire-Setting Mask combined with ultra-fine bubble condensation technology. And Proya, which was deeply tied to the concept of morning C and evening A, also broke through the monopoly of international brands and ranked in the top ten of the list, firmly occupying the minds of consumers .
Among them, the brands on the list have successively launched new products that cater to the season's climate and skin needs , which has attracted widespread attention from consumers; the recovery of the cosmetics market brought about by the epidemic has also made many cosmetics brands compete for the top position on the list.
2. Base makeup products are firmly in the forefront, and color beauty makeup occupies a place
Overall, TOM FORD ranks first in the list of social media mentality brands in the makeup category with a comprehensive cognition index, interest index and reputation index. Estee Lauder Group and L'Oreal Group's Bobbi Brown and Lancôme are among the remaining top four.
We found from the list insights that after the epidemic, the make-up market has recovered, and lipstick and color make-up have become the main products of various brands again . Brands such as Estée Lauder and YSL have promoted popular lip make-up colors through traffic stars.
Domestic beauty products such as INTO YOU, Huaxizi, Colorkey, and Juduo, which focus on color beauty makeup, also take advantage of the trend to occupy a place on the list. As young consumers gradually become the main force of cosmetics consumption, domestic brands will have a broader space for development in the future.
Base makeup is a relatively stable category among color cosmetics , and brands focusing on base makeup, such as Bobbi Brown, NARS, and Armani, are firmly at the forefront of the rankings.
3. Top stars bless the brand potential, and Herborist integrates domestic dark horses
Today, refined skin care and the pursuit of advanced efficacy have become the general trend, and consumer demands will also become a weathervane that will profoundly affect market orientation. On the list of TOP20 social media intelligence brands in the skin care category released in April, YSL topped the list with a social media intelligence index of 606. With a score of 1103, its cognition index has opened up an absolute gap with other brands. The domestic brand Herborist also performed well, surpassing the global giant Lancôme with a social media intelligence index of 571, and becoming the only local brand to enter the top three.
And look at the path where you came, it is green and green. Even in the current sluggish consumption, the top beauty brands on the list are still refining the ingredients of their products day after day, and have launched various forms of marketing to continue to help strengthen the brand's memory among consumers , which makes its brand influence exude long vitality.
According to the insights of users , one of the sources of brand influence in the top positions on the list is to gain continuous momentum by connecting with the influence of top stars . For example, YSL uses the spokesperson to upgrade the official announcement, play with the fan bonus, and drive the Queen of the Night Essence to go out of the circle; Herborist officially announces the new spokesperson of the mask category, leading to a rapid rise in awareness, and Dr. Ci.Labo uses the spokesperson Liu Yuxin to promote the official announcement. The brand's first cinema-grade A-alcohol essence product.
In addition, with the advent of early summer, sunscreen brands and the main sunscreen products of various brands have begun to emerge . For example: Thai brand Mistine, led by top bloggers, ignited the popularity of small yellow hat sunscreen products through Thai-style marketing; rare domestic brands With the official announcement of the new spokesperson, Ji brought the star's skin-nourishing sunscreen into the public's field of vision.
Many brands vigorously promote upgraded products that cater to the season's climate or skin characteristics in response to seasonal changes . For example, L'Oréal promotes the exclusive luminous lotion for mixed oily skin through the help of celebrities, CLINIQUE mainly promotes the exclusive whitening lotion for sensitive skin, HR and LA MER mainly promote A star item with upgraded skin feel and efficacy.
4. YSL skincare and cosmetics are blooming, what is it doing right?
A little cold light came first, and then the spear shot out like a dragon.
This sentence is a true portrayal of YSL in the brand transparent transmission campaign in April. Faced with the difficult recovery of the cosmetics retail industry after the epidemic, the beauty and personal care market took the opportunity to accelerate the reshuffle, and major brands are coming aggressively. Even though the song of ice and fire in the market continues to reverberate, some underlying logic remains unchanged.
01. Gain continuous potential energy with the help of top stream and high fan stickiness
On April 19, YSL Saint Laurent Beauty announced that Xiao Zhan became the global spokesperson for YSL skin care, and simultaneously promoted its essence product YSL Queen of the Night Essence Cactus Flower Antioxidant Essence . On the day of the official announcement, YSL ushered in a total sales volume of 50 million per day. The high degree of attention and loyalty of Xiao Zhan's fans has transformed into the commercial value of endorsement at the economic level, allowing the brand to achieve extremely high commercial conversion efficiency . The emergence of top streamers such as Xiao Zhan can indeed provide a relatively stable and risk-controllable marketing channel for some brands eager to seek breakthroughs in performance.
In the case of the beauty and personal care product category market has become a "red sea", with serious homogeneity and low branding, it is even more necessary to quickly build product trust during the new product introduction stage . At this time, the introduction of celebrity endorsements has a certain brand endorsement effect, combined with the design and materials of product packaging, it can form a certain degree of user trust when facing new product launches. Take Xiao Zhan, the global spokesperson for skin care officially announced by YSL as an example. Most of his Weibo fan portraits are adult "light mature" women, and people aged 25-34 account for more than 65% of Xiao Zhan's fan base. This means that more than half of the fans are young women with certain spending power. At the same time, this part of the group is also the group of people who are most affected by the consumption concept of "please yourself". Consume with your favorite stars. This part of fans supports color care brands such as YSL with low unit price and high consumption frequency.
02. Shaping brand culture with emotion and co-creating products with consumers
Beauty makeup has always been a competition track for brand intelligence . Even if top celebrities can bring high commercial traffic value to the brand itself, it still needs content to support it. The founder of a local brand once said bluntly: "Advertising may not necessarily make a brand, and it is difficult to make a brand without advertising." No matter how high-tonality a brand is, it also needs to accelerate rejuvenation to lock in future consumer groups. Brands are not focusing on the current consumption power of young people, but subtly influencing their future consumption intentions and occupying young people's consumption minds : among similar products, they are the first to think of themselves. Therefore, building a stronger brand value barrier through content marketing is a more long-term approach , and the marketing of beauty and personal care is also entering a new stage driven by high-quality content
The characteristics and consumption outlook of the consumers of generation Z and generation α are more diversified and have two sides. Brand marketing logic and product trends have changed from top-down influencing consumers in the past to consumers bottom-up influencing brands. In this case, brands need to define their own consumer groups more clearly and sort out their own crowd assets .
In terms of content dissemination, YSL is well versed in this.
YSL has always been based on the concept of empowering women and being a brand that truly respects women's power . Just like YSL's advertising copy, "I love you is true, but you are free. Even if the ending is not satisfactory, meeting is already a sign." The concept of advertising copy has endowed many female groups with a free and inclusive brand mental core, and with the help of new media, TVC placement, celebrity endorsements, celebrity live broadcasts, etc., it gives emotions to products, transforms a professional discourse system, and communicates with consumers. resonate. Efforts in the direction of intention and emotion have greatly expanded the brand's favorability among major consumer groups and formed a "resonance" in the brand's mind. Only when consumers believe in the meaning that a brand tells, will they have the action power to have a relationship with the brand through consumption and a strong desire for consumption. They hope to realize self-significance through consumption and payment, and are willing to share this product with others. Friends around you will automatically enter the Amway mode and become a window for the brand to walk.
03. Launch seasonal limited items and continue to expand influence with the help of social media
The marketing director of YSL once said that young consumers are completely reshaping the beauty industry , and their awareness of self-identification is constantly improving. When making purchase choices, they have changed from following others to expressing themselves and highlighting their individuality. With the rapid development of the Internet and social media, the social experience brought by using products has become a key factor affecting purchasing decisions in the new era. In the past month, YSL has conveyed the brand spirit and product concept through social media through content. Of course, product efficacy and user experience are still the most important factors for consumers. Today's consumers are pursuing self-pleasing more than ever before, and want to show the beauty of themselves.
Take the YSL pink air cushion as an example. As a spring and summer limited edition, it is another air cushion for dry skin after the YSL lace air cushion, which contains multiple moisturizing energy essences . With up to 60%+ skin nourishing ingredients , it repairs, maintains stability, and moisturizes the skin . Its texture is more moist than the original version, and it can say goodbye to pickup powder. It has the effect of instant brightening and even skin tone, and presents an advanced makeup effect like cream. At the same time, combined with celebrity endorsement, TVC and traditional big exposure, it shows the positioning of YSL's free beauty. It has laid the foundation for its own explosion of sound volume.
5. The brand is deeply rooted a hundred feet, and the light boat is a thousand mountains
Today, when products are highly homogeneous, what is the reason for consumers to choose a brand? From the newly released list of "SMI Social Media Intellectual Brand List" released by ShushuoStory × UserShuo, YSL, which doubles as the top of the list, gave the answer, that is brand building . A brand needs to create its own core attributes through branding to make it attractive, so that consumers can have a natural connection with the brand today when consumers have great freedom of choice.
Those who do often succeed, and those who walk often come. The essence of a brand is not the consumption of goods, but the consumption of mind and meaning. The social media mentality needs to become a combined play through long-term brand building and short-term effect delivery, and use the content of effect delivery to dilute the long-term value building of the brand. Let consumers no longer be disgusted by the single-item instillation of the brand's value concept, but instead will become interested in the core assets it shapes based on the brand's marketing content, thus creating a desire for the brand, thereby achieving the goal from consumers. Interaction-Voice-Praise Global Social Media Behavior.
Social Media Performance of More Brands
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About Shushu Stories Social Media Mental Index SMI
SMI (Social Mind Index), the first social media mind index in the storytelling industry, is based on consumers' global social media behaviors and based on consumers' mental models, and constructs comprehensive performance indicators from consumer interaction to voice to praise .
The SMI comprehensive index is composed of core indicators "cognition index", "interest index" and "reputation index", which comprehensively reflects the brand's influence on consumers' minds on social media in multiple dimensions, and intuitively presents the vertical industry segment positions in which the brand is located mental status. Help enterprises achieve long-term promotion in brand positioning, diagnosis, concept promotion, product value, value planting, social media marketing, sales conversion, etc., and improve brand intelligence and decision-making efficiency.
