Can anyone withstand the "temptation" of handsome guys?
In the past, titles like "middle-aged man" often had a hint of derogatory words. In addition, men are also regarded as the group with the most disadvantaged consumption capacity. They are not only far inferior to women and children, but also not even as good as pet dogs in the family.
Because of this, most of the merchants who tried to do men's business in the past could not escape the ending of a bleak business!
However, this situation has changed now.
If you want to ask about the three most popular male stars this summer, then they must be Xiao Zhan , Wang Yibo and Li Xian . Of course, after the popularity became so popular, various beauty endorsements also followed.
Olay signed Xiao Zhan as the brand ambassador, Yuemu Zhiyuan signed Wang Yibo as the chief exploration officer, and Li Xian became the spokesperson for Estee Lauder Asia Pacific makeup and skin care. not only that, according to statistics from relevant media, well-known beauty brands such as Perfect Diary , Membrane Fashijia , Maybelline , L'Oréal , Oubiquan and other well-known beauty brands have all invited male stars to be spokespersons.
It is no exaggeration to say that the "collective face change" of beauty brands has suddenly doubled the value of popular male stars!
Why did male celebrity endorsement suddenly become a trend?
"Male sex consumption" is not a new term and was invented a long time ago.
time went back to 1995.
The Japanese makeup brand at that time Jialibao was invited to shoot an advertisement for its new lipstick by an unprecedented celebrity Kimura Takuya . After this advertisement was broadcast, it caused a huge response in society with the sexy eyes and provocative actions of male stars. is said to have sold 3 million lipsticks in two months after the ad became popular.
, especially this, has opened the curtain for male celebrities to endorse beauty brands!
Someone may ask, why are brands suddenly abandoning "female stars" and choosing "male stars"?
can be summarized into three reasons.
First of all, consumers of "post-95" and "Gen Z" came to the forefront and were seriously affected by public opinion orientation.
In the past, men were often ridiculed as "sissy" when wearing makeup, but now they are gradually recognized by young people. In their opinion, makeup is a valuable ritual of life, a means to enhance masculinity and show oneself.
Of course, in addition to being affected by the improvement of quality of life, the changes in cognition are also influenced by public opinion. The most representative
is the controversy caused by "CCTV's First Lesson" in 2018.
In addition to the large-scale advertising duration and hard-core advertising implantation, the most criticized one is actually the "inspirational idol" who wears lipstick, thick powder, and eyeliner, which is the so-called sissy star.
Just imagine, the public welfare programs jointly developed by the Ministry of Education and CCTV are still the same, so what about other programs?
Secondly, traffic is becoming more and more expensive, and the fans of male celebrities are more active.
From the experience around us, we can also find that 80% of star-chasing people are actually women. In the past, such data may not matter, but in the context of traffic becoming increasingly expensive and fan activity becoming less and less active, the importance of male celebrities to beauty brands has been further amplified. What’s more important is that is in a hurry for beauty brands, and traffic male stars like Li Xian, Xiao Zhan, and Wang Yibo are just at the right time to become popular.
Finally, the "No. 1 lipstick" Li Jiaqi ignited the enthusiasm for endorsement of male celebrities.
Before this, although everyone knew that endorsements of male celebrities would bring considerable attention, they were more based on "selling out the color". However, with Li Jiaqi's popularity, consumers suddenly realized that "male lipstick can look so good", which made brands realize that the ability of male celebrities to sell goods is worth digging.
With Li Jiaqi's template, male celebrities began to snatch the jobs of female celebrities on a large scale!
"Male Star" becomes the best concrete choice for "male sex consumption"
As we all know, as the most commonly used method of corporate advertising brand promotion, brand spokespersons play a symbolic and personalized role in the publicity process, thus making the brand cater to the preferences of diversified consumers.
Therefore, in a sense, brand spokespersons can be regarded as the weather vane of trends.
In fact, the brand also does this, from Lin Gengxin to Li Xian, from Bai Yu to Wang Yibo, from Wang Yuan to Xiao Zhan, from Deng Lun to Hua Chenyu, etc., it can be said that it has a tacit understanding. However, in the beauty field dominated by women, there is actually another layer of strategic thinking about replacing male spokespersons in the brand! How to understand
?
In the past, titles such as "male god", "little fresh meat", and "national husband" were the names of male idols in the world of female desires. However, with the development of the times, new vocabulary has been continuously created, and more representative ones are such as "little dog".
In other words, the era of "male sex consumption" in has really arrived.
data shows that since 2014, men have increasingly demanded cosmetic products, and BB cream has become men's favorite cosmetics, accounting for more than 90%. Not only that, the demand for cosmetics, including eyebrow pencils, has also been released. According to statistics, the global cosmetics market size of in 2017 was US$57.7 billion, and it is expected that this number will grow to US$78.6 billion by 2023.
Because of this, with the saturation of the women's cosmetics market, men's cosmetics have become the next important market for betting on by various brands!
Female independence and "feminist" consciousness awaken, stimulates men's purchasing and consumption potential
According to data released by Alibaba, female consumers contributed 70% of sales in the sales of Alibaba-based e-commerce platforms.
However, women not only buy it for themselves, but also for men at home.
In the past, women focused more on the urgent needs of goods for men at home. However, with the changes in public opinion culture, women's concepts have also changed.
For example, buying products for men has changed from "durable" to "quality"; for example, from pursuing "good quality" to highlighting "appearance and temperament". Simply put, out of the psychology of "other people's husbands and other people's boyfriends", women began to dress up their partners.
After all, as women become more independent, they no longer have a subordinate position in both material and spiritual terms, so they have a higher voice in the aesthetic standards of men's appearance. Men with big eyes and high noses, bright and greasy skin, strong and higher appearance are more popular.
On the one hand, in order to make their husbands popular or boyfriends look more handsome, women have increased the consumption of male cosmetics; On the other hand, in order to avoid being marginalized, more young men cater to women's aesthetics increase the possibility of "being selected" and use more beauty products.
In a nutshell, it is that under the awakening of the "feminist" consciousness, women are also consuming more and more "male sex"! How does the
brand create "male color marketing"?
I believe many people still have impressions of such news reports:
In order to obtain more exposure and traffic support, a restaurant made a group of beauties in bikini use as waiters. The scene can only be described as "rippling waves". If such marketing behavior is inevitable to be vulgar and obscene, then whenever the auto show, the combination of "fragrant car + beauty" will definitely cause hormones to many men.
And this, is essentially consuming "female sex"!
So how should brands seize the opportunity in response to the rolling wave of "male sex consumption"?
takes the marketing of European and American brands as an example.
American clothing brand AbercrmibieFitch will invite more than a dozen muscle-squirting fresh meats to build momentum for the brand, attracting a large number of women to watch.
of course, it also brought media reports, which can be said to be a secret weapon to detonate traffic!
Not only that, the style has also changed in some European and American magazine posters.
In traditional gender relationships, men are the proactive and more ostentatious party. However, under the torrent of "male sex consumption", the relationship between the two has been reversed. For example, in many advertisements for denim and underwear, men deliberately show a "shy" feminine side, while women are more bold and aggressive.
More and more male celebrities are on the cover of women's magazines. In addition to catering to women's consumption psychology of "male sex", another important reason is that more and more men are eager to "become them". In this way, the sales of related cosmetics can be driven.
returns to the domestic market.
The most successful "male sex consumption" currently include Hu Ge , Hu Jianhua's CP cover photo and the popular TV series of Spartan muscle men occupying the capital, but objectively speaking, not much. What exactly should I do with
?
When beauty marketing becomes no longer as useful as before, "male color marketing" becomes a new trend.
In short, it is to directly or indirectly let female consumers pay for "male sex" at the product level. Of course, there will also be a large number of male consumers who are willing to pay for it in order to become the target of "female consumption".
Finally, what I want to say is that neither "beauty marketing" nor "male porn marketing" is related to pornography, but the advance insight into consumption trends in different eras is caused by human nature!
Author: Lin Chuan; Official Account: Brand Front Page (ID: ceozhiku)
Source: https://mp.weixin.qq.com/s/c2oa8jnx7oBtNHSEhtYGoQ
This article is authorized by @Brand Front Page. Everyone is a product manager. Reproduction of
Without the author's permission, the title picture is from Unsplash, based on the CC0 protocol
