Korean makeup cross-border, not just to "sell packaging"

[Chinese Packaging Network News] In 1951, to commemorate the premiere of the film "A Streetcar Named Desire," Lancome introduced the "Clé de Coquette" lipstick, and specially customized the color "Un Rouge Nommé Désir" for the film. Half a century later, cosmetic cross-border activities became more frequent.

Recently, THE FACE SHOP teamed up with Korea's largest popular chat tool KAKAO FRIENDS to launch the "The FACE SHOP X KAKAO FRIENDS Limited Edition" product, which launched five KAKAO FRIENDS limited edition hand cream products, at 8 Sales exceeded 30,000 in a day, and other lip balm, sunscreen, concealer and other products also sold more than 20,000.

Prior to this, Amore, LG Life Health, ABLE C&C and other cosmetics group brands have also launched their own cross-border works. Without exception, the packaging of these cross-border products is very attractive, as some netizens said, "only look at the packaging will want to buy." But are they doing cross-border just to make packaging more selling point? That may not be.

Hand brand

Tide brand has its own unique design style and attitude of promoting life. It is born with a fashionable attribute, which is in line with the personalized appeal of cosmetics consumers today.

Since the launch of the special project "LANEIGE meets Fashion" in 2014, Langley, an Amore brand, has launched cross-border cooperation with fashion brands each year to launch a limited edition of cosmetics. After cooperating with Push Button in 2014, in September last year, Lange teamed up with PLAYNOMORE to launch two customized products: air cushion BB cream and water drop lip glaze.

As for the selection of tide brands for cooperation, it must have been carefully considered. In the case of PLAYNOMORE, which was selected by Lange last September as an example, PLAYNOMORE's bags are favored by consumers for its playful appearance. The then Korean actress was a PLAYNOMORE bag.

More importantly, the average price of PLAYNOMORE is between RMB 1,500 and RMB 2,500, which is very popular with young people.

Catch the green

There seems to be a natural confrontation between cosmetics brands and environmental protection and other public welfare organizations. In the past few years, there have been “10 domestic environmental protection organizations sending letters to Ma Yun, promoting their rejection of excessive cosmetics,” and “environmental organizations call for consumers to prohibit the use of cosmetics. "XX skin care products" and the like. However, for cosmetics brands that focus on natural and healthy concepts, it is also a good opportunity to promote cross-border cooperation with public welfare organizations.

Taking the Yue style poetry as an example, on April 22, 2015, on Earth Day, the poetry genre and LINE FRIENDS collaborated to launch the theme of color cosmetics. With the concept of environmental protection, the Eco-Friendship limited edition product was launched; in September, with The Nature Conservancy (TNC) ) The Nature Protection Association cooperated to launch a green bike public welfare cycling event; in November, it joined hands with the Shanghai Soong Ching Ling Foundation's "Love Book Banking" project to donate 10,000 new books to the five impoverished primary schools in Sichuan to establish a "Wen Yue poetry dance." Green Love Library"...

Joint Anime

In addition to Disney, the world-famous animation IP is almost from Japan and South Korea. However, in recent years, in cooperation with animation images, it is clear that Korean makeup is more active.

LG Life Health's makeup is beyond the partnership with Disney in September to launch Alice in Wonderland Limited Makeup. New products include limited-air cushion powder, blush, lip gloss, hand cream, monochrome eye shadow and nail polish, etc.; perhaps to cater to Chinese consumers, Amore's Yue-style poetry also launched the “Travel to Jeju with Ali” limited-edition product, which was very familiar to Chinese consumers in September last year. Miss Betty, who also holds the famous cartoon image, launched the MISSHA X Betty Boop Limited Air Matte Foundation.

A few days ago, Uncle saw a sentence on onlylady. “Every time the cosmetics and the cartoon joint name is the time when the purse cries.” Looking at the Chinese market alone, the “2015 Second Element White Paper” shows that in 2015, domestic animation users reached 60 million, and the population of secondary users was 220 million, covering 62.9% of the 90's and 00's. And after 90 and 00 is also the main crowd of cosmetics consumption in the next 5-10 years.

Looking at the cosmetics market alone, cosmetics companies in Europe, the United States, Japan, and China also have some cross-border cases, but why are there so many Korean makeup cross-border?

Uncle Shu understands that as early as the end of the 1990s, South Korea put forward the development strategy of “building a country through cultures” and issued the well-known “Basic Law on the Revitalization of the Cultural Industry”, and successively formulated the “Five-Year Plan for the Development of Cultural Industries” and the “Promotion of Cultural Industry Development”. The Plan clarifies the strategic importance of cultural and creative industries in the development of the national economy. Thanks to the good social background of Korean cultural innovation, cross-border industries involving cultural industries are frequently seen, and cosmetics are also among them.

As we all know, cosmetics in Europe and the United States, Japan and other countries pay more attention to innovations in terms of functions, formulas, etc., and Korean cosmetics pay more attention to innovations in trends such as product selling points and packaging technologies.

The most important thing is that Korean cosmetics companies pay great attention to the reactions of consumers and market trends. Cai Jianren, the general manager of Yuefeng Poetry China, once stated that “Yue Style will regularly hold consumer research group activities to regularly understand young consumers' habits and insights in order to grasp the latest trends in the market.”

Of course, the more thorough the insights into consumer preferences, the more positive the market response will be. The more consumers use the product, the more enthusiastic these cross-border works will be.