Men speak for women's beauty? Shiseido has also been recruited! Fans shout no, what do brands think?

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Recently, Zhang Yunlei, a crosstalk performer from Deyun Society, has been eagerly looking for a spokesperson for Zhiyouquan's makeup. Besides Zhang Yunlei's fans, there is another voice on the Internet. Is it appropriate for male crosstalk performers to approve makeup? ?

In fact, in the past year, in addition to the combination of Zhang Yunlei and Zhi Youquan, people talked about it, and there were also some endorsement combinations that made netizens call them? I don't understand, okay? .

White, the brand ambassador of Maybelline, has a moustache and red lips. what do you think? Editors can't stand this ghostly style. Some netizens commented that the beard was not clean when shooting beauty advertisements, which made people feel dirty. ? Some netizens support idols and say:? White beard has a special masculinity and makeup. Gorgeous contrast makes it more interesting. Isn't the collision between masculinity and women very personal? ?

Bai Yu is widely known for her role in the online drama Soul of the Soul on 20 18. Data show that White's latest sci-fi movie "The Galaxy Tutorial" earned $38.6 million at the box office at its premiere. Public attention, this? Small meat? It has attracted the attention of many luxury goods industries. At present, White has participated in brand activities of Tiffany, Cartier and Lancome.

Last August, NARS opened a limited-time makeup shop in Beijing, but what attracted public attention was not the makeup products launched by NARS brand, but the brand invited Zhang Hanyu as the platform for this event. During the activity, Zhang Hanyu wore black sunglasses and a black suit, trying to stand in front of each booth. As soon as the photo of the event came out, it caused quite a discussion in Weibo. Many netizens said that they? Don't understand? .

User comments:? Zhang Hanyu seems to be looking into NARS? Someone said:? Zhang Hanyu seems to be talking about the acquisition. ? Some netizens said,? He's serious, like he's choosing a weapon. ? In short, most netizens think that the combination of makeup brands and straight men is a bit strange.

Compared with the daily Weibo of NARS, there is only one number forwarding interaction in Weibo, and the promotion of the brand about Zhang Hanyu in Weibo has been forwarded more than 4,200 times. This shows that the magic style of NARS can be regarded as a wave of traffic.

In 20 18, Huang Xuan officially became the skin spokesperson of Shiseido brand in China. Some netizens said:? Chubby hands, red waist, what a suck. ? But in the theme of Weibo, the combination of Shiseido and Huang Xuan was promoted to? Confusion award? .

Since the cooperation with Huang Xuan, the Japanese Shiseido brand, which has been focusing on aesthetic design, suddenly gave up advertising aesthetics. In the advertisement, Huang Xuan is wearing a red coat. Waist? ,? White? When tai chi is driven. Show it to the audience from time to time? Raise your wings? . Netizen said, isn't this the old man who beat Tai Ji Chuan in red? ? Glory and wealth? Just like the advertisement for health care products for the elderly, who would have thought that this was actually an advertisement for skin care products?

Last September, Julie Kou, a plant skin care brand, officially announced Lei Jiayin as its China spokesperson. In the brand promotion activities, Lei Jiayin laughed at the fans and humorously said: Before I knew about skin care products, my head would be bigger when I thought of you. ?

Many people can't help laughing when they see big brother giving a demonstration with skin care products.

20 18 Lei Jiayin fell into the TV series "My First Half Life"? The ex-husband was also very popular and was elected as the head of the museum. This year, Lei Jiayin became a frequent visitor to the mobile variety show Extreme Challenge, and once again succeeded in attracting fans. He often pesters himself with a self-deprecating tone and reveals the nature of his jokes. It's called. TF old boys? . Fans, a little mean, humorous and lovely.

However, Lei Jiayin, located in a rough place, recommended the essence of a little fresh girl to fans, and the unforgettable joy lingered. Even if he sells cute baby in the advertisement, it is difficult to persuade his sisters to buy the product. Become? Fairy? .

Last April, the skin care brand Xiulike announced Xu Wei as a new brand friend on the newly launched luminous bottle. Does Xiu like the combination with Xu Wei to bring more people? Shock+doubt? This feeling.

The reason is that as a skin care brand, Li Xiu may not meet the requirements of Xu Wei? Problem skin? . Many netizens even worry that Li Xiu may regard Xu Wei as a good friend of the brand, which will affect the persuasiveness of the brand's own skin repair positioning.

In fact, the brand combines Xú Zhēng's professional music creation with his own professional technology and scientific formula, but whether the final consumer pays for this combination depends on the sales volume.

Although most brands choose male stars according to the large number of female fans behind them, this is consistent with the target users of the brand. In addition to choosing actresses such as Tamia Liu and Li Bingbing to firmly control the mature female consumer market, the brand will also choose to attract pure male stars as spokespersons and actively expand the group consumer market.

The brand+spokesperson combination cases listed above have more or less created a topic in the public opinion field to make consumers pay attention to their? Contrast and cuteness? Combination, but whether this combination can be used for brands still has a lot of room for development. Used to achieve celebrity traffic and promote sales.

Use? Cute by contrast? Spokesmen can also achieve miraculous results. First of all, there are some attribute differences between spokespersons and brands. Take NARS and Zhang Hanyu for example.

Strictly speaking, NARS does not consider the degree of conformity with brand tonality, but emphasizes brand label and conveys brand image to the outside world. In the NARS platform activities in Zhang Hanyu, it did not achieve the effect of delivering goods, but more brought users a feeling of intoxication and pleasure.

Secondly, whether the spokesperson is consistent with the brand positioning. Take Charlene Choi and Lei Jiayin as examples. In fact, Lei Jiayin's image and temperament are deeply rooted. This is incompatible with Jurlique who pursues exquisite skin care.

However, relying on Lei Jiayin to bring considerable young users, this change will certainly not be direct and effective.

Brand spokesperson selection is a time-consuming and laborious process, but more and more people in the industry realize that the most important thing is whether the artist's label matches the main consumer groups of the brand. How to make spokespersons = brands should be seriously considered in brand issues.

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