M·A·C and “Glory of the King” cross-border to open a new chapter in the local marketing of beauty brands

China is becoming the most daring testing ground for global beauty giants.

Recently, the beauty brand M·A·C and the Chinese mobile game “Glory of the King” jointly launched a series of custom lipsticks, which is considered to be another breakthrough in the marketing of beauty brands in China. Prior to this, the beauty brands and game brands that ploughed into the female consumer market were rarely compared, and this cooperation broke the gender barrier, not only allowing female consumers to pay for it, but also attracting a large number of male consumers.

M.A·C China Marketing Director Weng Yanling said in an interview with the fashion headline network that the brand first observed that some netizens spontaneously mentioned the characters in the “Glory of the King” with the appropriate lip color, and constantly mentioned M·A·C. Brands and brands have observed this data change and opportunity to cooperate with Internet giant Tencent.

Cross-border cooperation often requires the parties to expect consistency. If the logic is not self-consistent in terms of brand tonality, target audience, topic points, etc., it will be difficult to continue to generate content appeal, let alone the unexpected sales conversion effect.

The basis of the cooperation between M·A·C and “Glory of the King” is that “Glory of the King” has a large number of young users, which is more in line with the user group of M·A·C. M·A·C also faces users aged 18 to 24. The reason for choosing lipstick is that it is more easily accepted by the public in the Chinese domestic market. Moreover, the lipstick and the characters and characteristics of the game characters can be more closely matched, realizing the true tonality of the brand tonality and the essence of the game.

In addition to the appeal of the two brands, the cross-border cooperation also uses the "Glory of the King" for the deep output of the content.

As consumer demand continues to escalate, people's desire for beauty has become stronger, and high-end cosmetics have become the "cash cows" of the global beauty industry. Although the global luxury fashion retail environment is still turbulent, the giants in the beauty field have ushered in good news this year, and the Estée Lauder Group exceeded its expected performance in the first quarter. In the three months ended September 30, its sales increased by 8% year-on-year to US$3.52 billion, and net profit rose 17% year-on-year to US$500 million, both exceeding Wall Street expectations, mainly due to Chinese consumers' M. Demand for branded products such as A·C continues to grow.

However, at a time when cross-border joint names are becoming more and more common, the depth and manner of cooperation have an increasing impact on the effectiveness of cooperation. It is worth noting that this cross-border cooperation, in addition to the appeal of the two brands themselves, also uses the "Glory of the King" for the deep output of the content.

In terms of products, with the theme of five female heroes such as Hua Mulan, Gongsun Li, Yi, Da Qiao and Luna, they jointly launched five joint lipsticks, and the joint lipsticks were customized from color selection to packaging design.

M·A·C and “Glory of the King” jointly launched 5 joint lipsticks with the theme of five female heroes, such as Hua Mulan, Gongsun Li, Yi, Da Qiao and Luna.

In addition to the "Glory of the King", M·A·C expanded the influence with the five beautiful girls of Tencent Variety IP Rocket Girl 101. They performed the second-yuan heroine in the COS game and matched the joint lipstick products of different color numbers. . The resulting strong fan superposition effect has enabled the M·A·C brand to create influence in both the game and the variety.

In the process of playing, the mobile game enthusiasts also spontaneously produced content and created a set of posters for male characters. The lip color corresponds to the color number of the female version of the hero. Further re-creation and secondary transmission will further IP. Marketing has expanded into topical hot events. Once the matching tipping point is found, the enthusiasm of social media users and consumers will be ignited and transformed into consumption power.

Some analysts believe that in an era of increasingly pursuing the effect of social fission amplification, brands need to create a good participatory and interactive experience, allowing users to create stronger brand trust and connections in an immersive experience.

M·A·C chose to enhance the experience through new technologies. In this cross-border cooperation, M·A·C introduced the daily P-picture tool and QQ AR technology to enhance interest and interactivity. The introduction of black technologies such as AR, VR, and artificial intelligence has changed the way of participation and interaction of marketing. M·A·C also uses QQ's AR sweeping technology to communicate deeply with young users. For example, as long as the lipstick bullet is scanned, the video can be awakened and the player interacts with the avatar. There is no M·A·C product around, and users only need to have a picture of “black bullet” lipstick, they can also sweep and participate, fully expanding the coverage circle. For offline stores, consumers can also experience the scene and form a closed loop of communication.

In addition to the AR technology to enhance the experience, Tencent also found a daily P-picture for the high-frequency use of female users for M·A·C, so that the technical content of “makeup” is reduced by social means. Beauty topics have a natural topical and disseminative power on social media platforms, including makeup techniques, makeup effects, etc., while female users are more inclined to share. With the help of smart tools such as P-pictures every day, the beauty brand can make the spread of the social chain of friends circle more powerful, and drive more layers of linkage.

M·A·C and “King of Glory” launched a small program flash shop for the cross-border series

In addition to the depth of the marketing content level, the cooperation between M·A·C and Tencent's two well-known brands also reflects the autonomy and execution of the beauty brand China team. M.A.C China Marketing Director Weng Yanling said that the cooperation between M·A·C and Tencent’s two brands has been a deep cooperation model from the very beginning. Because M·A·C is an international brand, regular cross-border deep cooperation requires the US headquarters to launch. This time, the cross-border cooperation with the glory of the king was initiated by M·A·C China for the first time. It broke the routine and went deep into the product customization process, which can be said to overcome many difficulties. For an international brand, it needs the support of various systems such as supply chain and production. It is more difficult to achieve customized models.

M·A·C and the “Glory of the King” and the Rocket Girl 101 cross-border cooperation, in addition to manufacturing sense of participation, and integration of Flash Screen, WeChat circle of friends, QQ community, custom H5 games and other promotional resources, social The fission closes to the flash shop of the small program, the diversion is sold, and the product effect is achieved, and the final conversion amount is considerable. The data shows that for a few seconds on the line, the custom-made items of Luna and Twilight are out of stock, and the traffic introduced by the official website is almost 30 times that of daily.

M·A·C and the “Glory of the Kings” cross-border series have been launched on Chinese social media, including Weibo and customized H5 games.

Benefiting from the continued rapid growth of smartphone penetration, China's online and mobile luxury fashion consumption has exploded. 45% of respondents said that most of their luxury fashion brands are purchased through online channels. Among them, WeChat has become the largest traffic portal for domestic mobile Internet. According to a research report by McKinsey, 31% of WeChat users surveyed use WeChat shopping, which is twice the number of last year. The report also pointed out that it accounts for 25% to 30% of total consumption. Most of the consumption of clothing and beauty is impulsive consumption.

It is worth noting that the consumption habits of Chinese beauty consumers have changed. According to a recent report released by L2, China will become the world's largest beauty products market by 2020. It is worth noting that Chinese consumers are increasingly inclined to shop online, so the sales of traditional skin care products and cosmetics are also more important. The development of e-commerce channels, Danielle Bailey, director of L2 Asia Pacific Research Division, pointed out that cosmetics is one of the most popular categories of online shopping in China. In the past three to five years, online sales of cosmetics have grown dramatically.

These data mean that consumers are more likely to be influenced by marketing methods when purchasing beauty products. Therefore, cross-border marketing must not only have an insight into the right brand, but also a targeted marketing approach, especially in the Chinese market where the locality is more obvious, so that a combination of energy-saving and transformation can be produced. The deep IP marketing of M·A·C and “Glory of the King” and Rocket Girl 101 will bring new marketing lessons for the fields of make-up and fashion.

(Source: Fashion Headline Network)

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