Internet celebrity beauty blogger Dong Zichu's B station and Douyin accounts have been blocked by the platform, and his own makeup brand CROXX will also withdraw from the market.
Wen丨Xiao Hong
On September 14, Benny Dong Zichu, a well-known beauty blogger and co-founder of the cutting-edge domestic cosmetics CROXX, posted news on Sina Weibo and Bilibili: "Dear friends We, due to human force majeure factors, as the brand manager, I hereby officially announce that CROXX will enter the pre-closing preparation time from now on, and will officially shut down in May 2022 to stop all new products and content production. "And just four days ago, Benny Dong Zichu's B station and Douyin accounts were banned by the platform.
Netizens who frequently browse the beauty section are no strangers to the name "Benny Dong Zichu". This male beauty blogger has gained a large number of fans for his exaggerated and avant-garde makeup costumes and bold and sharp language style. In 2017, Benny Dong Zi founded his personal makeup brand CROXX. Because of its niche, strong design and style, it caused the "darkness" trend, and was dubbed "Gunara the God of Darkness" by netizens.
It is understood that, as a CROXX with a big Internet celebrity IP, the performance of online channels is very impressive. The CROXX Tmall flagship store has 960,000 fans, and its products include skin care, makeup, beauty tools and other categories. Among them, the "red and black" Moye Heart Beauty Egg, which has been popular in the circle, has monthly sales of 2000+. On September 14, after Benny Dong Zichu announced that the store was about to be closed, the official Weibo of the CROXX brand stated that CROXX will sell the final inventory in the near future, and follow-up news will be released on another platform.
Benny Dong Zichu's road to fame has always been accompanied by some controversies. Whether it is his bold and extraordinary remarks or the various disturbances involved in its products, he has gained great attention. .
This time, some of Benny Dong Zichu's social platform accounts were suddenly banned, causing heated discussions among netizens.While some fans were surprised, some netizens speculated that Benny Dong Zichu's title should be the response of major platforms to the latest announcement of the "Notice on Further Strengthening the Management of Art Programs and Their Personnel" by the State Administration of Radio, Film and Television .
Some insiders told the reporter of " Cosmetics News" that, as many netizens have guessed, the sudden fall of Benny Dong Zichu is very likely to be related to the "National Radio and Television" released by the State Administration of Radio, Film and Television on September 2. "Notice of the General Office of the General Administration on Further Strengthening the Management of Art Programs and Their Personnel" is related. "The "Notice" mentioned the need to resolutely put an end to abnormal aesthetics, vulgar "net celebrities", and pan-entertainment tendencies such as "Mangpao". The fame of Benny Dong Zichu is not unrelated to his makeup style."
Benny Dong Zichu was banned and As soon as the news that its original brand CROXX will withdraw from the market came out, it quickly triggered a wide range of discussions among netizens. From the comments and comments, although some fans expressed comfort and dissatisfaction, many netizens thought the result was "greatly satisfying" and said "Internet celebrities, as social public figures, must also actively guide fans to form correct values."
In fact, many celebrities and Internet celebrities have been banned from the Internet after the Central Cyberspace Administration of China launched the "Clearness · "Rice Circle" Chaotic Remediation" campaign. This also warns that many KOLs on the Internet must clarify the relationship between themselves and the public, establish a positive guiding role, and convey correct values.
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