不止于“补水”水密码开启功效护肤“密码”

  • 日期:07-14
  • 点击:(1679)

诚博娱乐网站

R6BanbB1kMxYrX

第二条曲线。

文|方良

只要有需求,就有市场,必须说水密码已被充分理解。

“产品效率整合”的新途径。

因此,水密码也实现了品牌战略升级,从“补水”到黑色科技护肤“密码”的重点,正式开启功能性护肤的新纪元。

RVhT6beAY2TOal

黑色技术赋予产品权力

根据艾瑞咨询发布的《2019年中国年轻女性熬夜自救白皮书》,近50%的22-30岁女性在晚上12点后正在睡觉。即使将近10%的年轻女性在早上3点钟后就会入睡,晚上睡觉已成为当代年轻女性。生活习惯之一。艾瑞咨询研究所估计,中国约有1.3亿年轻人有深夜睡觉的习惯。

现在,“最深夜,最昂贵的护肤品”已成为年轻人的标准。据统计,超过60%的熬夜的年轻女性使用“高端精华护肤品”作为日夜护肤问题的自助方法,但调查发现超过一半的一天和夜晚派对说,高端精华对昼夜皮肤修复不好,我希望有专门为日夜人群和皮肤问题设计的急救护肤品,这样可以让皮肤快速修复。可以看出,针对白天和黑夜人群皮肤问题的护肤品已成为新的蓝海市场。

根据对女性用户的需求和市场前景的预测,今年5月,丹子集团的核心品牌水密码推出了WETCODE PRO功能产品系列,并正式推出了业界首个“白昼之夜”。

据悉,“水码”特别研究系列“大宁夜瓶”的第一个明星产品经历了527天的独创性研究,包括57个配方优化,39个外观修改抛光,7个成型设计方案和19种包装材料。发达。更值得关注的是产品中的黑色技术MAP-X修复元件是由水密码和Bentseyson生命科学研究所的诺贝尔奖团队共同开发的。它激活皮肤的原始力量,效率很高。保护皮肤屏障,改善皮肤健康。

RVhT6cEGZ2VGgG

据水密码品牌负责人介绍,“日夜安瓿”可以有效修复熬夜造成的皮肤屏障损伤,以及急救蛋黄肌肉。 “这是水码融合国际科研?腔鄣慕茏鳎彩堑谝桓稣攵蕴囟ㄋ苈攵ㄖ频墓δ苄圆贰N颐怯行判奈吕纤苈胗没Т丛炀蔡逖椤!?

该负责人还表示,功能性护肤将成为未来10年水密码的主要方向,这将提升水密码品牌的整体意识和价值,扩大市场份额。此外,“夜之夜”的发展也首次尝试了C2B的产品创新模式,从消费者痛点的见解出发,为某一群人开发产品,解决皮肤问题,实现精确开发产品,并进行精准营销。良好的基础。

在线和离线精准营销

在场景营销时代,正在重建沟通和营销的方式。通过精细化和差异化的内容操作模式,产品的独特优势和用户的真实生活场景紧密相连,从而可以使用这种流动性增加的市场。率先。对于品牌而言,提供与消费者产生共鸣的个性化内容是让消费者沉浸在目标场景中的关键。

In the face of new market trends, water passwords continue to increase in the field of content marketing. This time, the water password brand team around the "Day and Night Ampoule" products, with "Glowing! Night Cat Girl" as the theme of communication, selected a series of WeChat public number known for high quality content for content creation.

Among them, “GQ Lab” and “Ginger Tea Tea” use fun and funny comics to simulate the white-collar and the daily mood and attitude of the advertisers, and use the content and the audience to establish an emotional connection, so that the product concept of “Day and Night Bottle” is more deeply rooted in the hearts of the people. The "New World" cuts through the emotional story that happened at night, and bridges the details between the day and night and the emotional claims advocated by the water code, adding a sensual touch to the "night staying in the bottle".

In addition, the water password also cooperates with “Clove Doctor”, inviting professional formulators to explain the principle of day and night causing skin problems, deeply interpreting the formula and technology of “Day and Night Bottles”, and establishing detailed data and technology hard goods in the hearts of consumers. The confidence level of the product.

RVhT6caAy8zVKb

Through the content strategy combining sensibility and rationality, it not only satisfies the needs of young consumers for fun, emotion and reasoning, but also makes the image of “Day and Night Bottle” more vivid and three-dimensional.

Online interaction continues to ferment and offline delivery is in full swing. The water password fully considers the match between the scene and the day and night party's daily life, and achieves a strong exposure through multi-channel accurate delivery: the water password is used to display building advertisements in high-end office buildings where urban white-collar workers gather nationwide; and the theater advertisement covering 200,000 movies is released. Fight for the attention of young female consumers in such interference-free scenes as theaters.

xxIt is not difficult to find that for the marketing communication of “Day and Night Bottles”, the water password will cut the past massive traffic, relying on big data to simulate the target audience's information acceptance scene and reach, and targeted content creation and accurate delivery. To make the brand image of fashion, professional and technology more deeply rooted in the hearts of the people, so that the brand communication rate and conversion rate have been significantly improved, laying a solid foundation for the marketing campaign.

Water password brand butterfly upgrade

Not only is the online and offline double linkage, the water password also plays the power of fan marketing. On May 8 this year, after the official spokesperson of the official brand, Wang Kai, the two sides launched a multi-dimensional fancy powder around the "day and night bottle".

For example, in the pre-heating period of Tmall's big day in May, Tmall's flagship store first launched the voice custom gift box of the water password brand spokesperson Wang Kai, which accumulated the sound volume for the follow-up new product release; the new product of “Day and Night Bottle” on May 22nd On the release, the spokesperson Wang Kai visited the scene, and pushed the attention of the day and night bottle to the highest; in addition, the water password ring set the unlocking mechanism to interact with the fans, gradually adding Wang Kai's new TVC and Shanghai Global Port Twin Towers. The screen is released, and continues to ignite the hot topic of the network; finally, on the eve of Tmall 618, the water password will be “visited Wang Kai Tmall live live” as a fan of heavy welfare, the strength of the interpretation of the “Pet Powder” new posture, and then risotto Circle topic climax.

RVhT6cxB8I2S0X

xx除了充分发挥名人发言人的优势,积极调动粉丝的互动性外,水密码还与小红书上的美女艺术家合作,利用头部KOL的影响来种草。例如,在新产品发布之际,通过淘宝的第一个主播Weiya,作为“水密码日和夜瓶首席推荐官”的实时推荐,水密码在第一行启动了1分钟, 03秒,销售量为100,000。不仅如此,水密码还选择了张玉涵和毛毛杰,他们在粉丝活动和转换率方面名列前茅。与多个头部KOL一起,它们形成了一个强大的通信矩阵,推荐口碑,并在夜晚增加更多的人群。单一,产品称赞是不可阻挡的,这使得这种营销的覆盖范围在几何级数上扩展。

RVhT6dG9RSavdy

因此,水密码“日夜瓶”的受欢迎程度和声誉很高,并且在全天的销售中赢得了第二名。

RVhT6lHCOd44i

“管理哲学之父”Charles Handy提出了着名的“第二曲线”理论:如果企业能够找到导致公司在第一条曲线达到峰值之前起飞两次的“第二曲线”,第二条曲线是在第一条曲线达到峰值之前,它开始增长,弥补了第二曲线投资初期的资源消耗,公司将实现可持续增长的愿景。

水密码从“补水”基础护肤开始,已经成为当地皮肤护理市场的第一梯队。品牌力量和渠道影响力也在稳步增长。目前,我们选择使用数据和技术来重建和制作WETCODE PRO功能性护肤产品。该系列实现了品牌专业化和高端蝴蝶升级。就水密码而言,“日夜安瓿”不仅反映了其品牌定位从“补水”升级为黑色科技护肤品的“密码”,也代表了“第二曲线”驱动品牌的未来发展。 “模式和能力系统已经初具规模。

随着护肤品市场日益细分和个性化的需求,水密码坚持“从消费者出发”的理念,创造具有创造力的产品的勇气和勇气将使其在未来的发展中处于领先地位。

R6eJyOrEhSxFr4