CBI Case Study: Boosting Beauty on Reality TV, Lancôme Stars on “Heart Signal”



Making ready for an appointment with LancorI base myself on "Coronary heart Sign"

The worth of magnificence model sponsorships on Chinese language actuality tv has seen a marked increase This 12 months, the 41.2 p.c enhance reported 12 months after 12 months within the first 9 months of 2019 to RMB 2.41 billion ($ 340 million). This happens when the price of magnificence manufacturers in additional conventional types of promoting has declined throughout the identical interval: 5 p.c for Web advertisements and 18 p.c for tv commercials.

The shift to actuality present sponsorships displays the necessity to set up stronger connections between magnificence manufacturers and their goal customers, which in China are typically youthful, with Gen Z and millenary consumers as the primary demographic. Whereas older Chinese language customers have a tendency to attend till their revenue will increase earlier than "enhancing" their spending on high-end manufacturers, these born after 1990 usually tend to search for the very best high quality merchandise obtainable from an earlier age, With a much less related revenue. . The sponsorship of actuality reveals gives the manufacturers of the sector extra alternatives for an efficient exhibition and an in-depth dialogue of the merchandise in a related approach for the younger customers that represent a big a part of the viewers, particularly for packages on broadcast platforms.

Within the second season of the Tencent Video romantic actuality collection "Coronary heart Sign", which aired throughout the summer time, the French magnificence model Lancôme sponsored the series and have become a part of the present via a number of model integrations.

Lancôme was particularly appropriate for integration into "Coronary heart Sign" as a result of its model identification has a robust affinity with the ideas of in search of love and establishing a romantic environment that underlies the IP of this system. The slogan of the Lancôme model for the Chinese language market, which interprets as "extra lovely and even happier" (更 美丽, 更 幸福), suits nicely with the content material of "Coronary heart Sign", by which a bunch of males and Younger ladies attempt to impress one another. whereas dwelling beneath the identical roof, with feedback from studio hosts scattered in every single place.

The model was introduced indirectly which might be Quite typical for Chinese language actuality reveals, comparable to oral endorsements, situations and textual content results on the display. As well as, essentially the most personalised and immersive model areas highlighted Lancôme's lipsticks, bases and fragrances all through the season. Every of the 4 fundamental feminine members in this system was mixed with completely different Lancôme merchandise designed to enhance their persona and distinctive traits. The ladies had been seen utilizing and discussing the merchandise whereas getting ready for dates and different occasions: Kai Wen utilized the Lancôme Basis whereas getting ready for her first solo outing with William, Zhang Tian used a daring 196 lipstick for the date she began Chen Yichen and Zhen Zhu dried the fragrance to attend a party. This system performed in China's "fan financial system" by turning every lady into an "ambassador" for a selected product, providing an extra perception into how every one is greatest used.

LancorI cosmetics introduced throughout the second season of "Coronary heart Sign"

Lipstick 196, a vivid orange-red shade, was used once more by Wu Pei on his ultimate date, reworking the girl often made up with a tone promoted as an "important date."

The printed interval of the second season of "Coronary heart Sign" coincided with the interval previous to the Qixi Pageant, also called Chinese language Valentine's Day, on August 7. Lancôme and Tencent Video promoted the model's gives for the vacation via social networks with the hashtag "196 Coronary heart Sign" in Weibo, and discussions on the topic attracted greater than 64 million visits. Lancôme provided a particular Qixi present field with the merchandise introduced in "Coronary heart Sign", which had been additionally marketed via full display advertisements on Tencent Video.

In regards to the Writer Sky Canaves was beforehand a reporter for The Wall Road Journal in Beijing and Hong Kong, the place she lined media, tradition, social affairs and authorized issues, and served because the founding editor and lead author of the WSJ's China Actual Time website. Earlier than turning into a journalist, Sky labored in China's company regulation observe at Baker & McKenzie, and likewise taught journalism and media regulation on the College of Hong Kong.



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