Summary report on cosmetics safety science popularization activities

#report# Introduction The summary report is a review and evaluation of past work, so it must respect objective facts and be based on facts. The following is a summary report of cosmetics safety science popularization activities. Welcome to read!

Summary report of Zhangyi cosmetics safety science popularization activities

According to the unified arrangements and deployments of the State Administration of Industry and Commerce and provincial and municipal bureaus, in order to solidly promote the cosmetics supervision work in our county to a new level, in 2019 From May 20 to May 26, 2019, a publicity activity with the theme of "Safe Use of Makeup Lights Up Life" was carried out. The activities are summarized as follows:

1. The activities are carried out in flexible and diverse forms , vivid and colorful

This publicity activity is led by the Pharmaceutical and Equipment Unit of the County Market Supervision Bureau and the Food and Drug Inspection and Testing Center, with the cooperation of various district supervision offices and township food and drug supervision stations, and fully organizes and implements the event. The event is divided into video broadcasts and on-site Publicity and on-site publicity at home stores are carried out. The activities are carried out in flexible and diverse ways, and are impressive.

(1) Video display situation: From May 20 to May 26, 2019, staff were organized to go deep into cosmetics stores and conduct cosmetics science popularization videos on public platforms such as electronic displays in cosmetics stores. A rolling broadcast was conducted to publicize practical knowledge on the safe use of cosmetics to the general public. It also made full use of new media such as "two micros and one paragraph" to use diversified publicity methods to carry out scientific concepts of safe purchase and use of cosmetics, ensuring that the activities were effective.

(2) On-site publicity: The Pharmaceutical and Equipment Unit and the Food and Drug Inspection and Testing Center organized staff to hold a "Safe Makeup to Light Up Life" event at the gate of the Chunchangba office area on May 23, 2019. On-site publicity activities with the theme of cosmetics, through rolling broadcast of promotional slogans on electronic screens, placing display boards, distributing leaflets, popular science pamphlets and other forms, promote the scientific concepts and practical knowledge of safe purchase and use of cosmetics to the general public, and educate cosmetics Supervise relevant laws and regulations and enhance public awareness of the scientific use of cosmetics.

2. The activities were effectively carried out with effective measures and remarkable results

This activity takes strengthening organizational leadership, highlighting work priorities, and paying attention to work effectiveness as the overall requirements, and carefully formulates the activity implementation plan, and carefully Activities were organized and carried out, with multi-department coordination and linkage, effective measures for carrying out activities, large social impact, good response from citizens, obvious results of activities, and achieving the expected goals.

This event mobilized 200 staff, produced 120 electronic slogans, distributed more than 8,000 promotional brochures, distributed more than 10,000 leaflets, produced 52 display boards, and broadcast cosmetics promotional videos on a rolling basis More than 300 times, more than 800 people were consulted and answered on-site, and some cosmetics stores were visited under supervision. Through the launch of this theme publicity activity, common knowledge about cosmetics classification, labeling, adverse reactions, facial masks and other products has been popularized, and the general public's reasonable expectations for the efficacy of cosmetics and their ability to identify and purchase cosmetics independently have created a good consumption of cosmetics. environment.

Part 2 Summary Report of Cosmetic Safety Science Popularization Activities

Small promotions are held every week, big sales are held every month, and holiday sales are even more frequent. However, the road to promotion has become increasingly difficult and difficult. Customers are indifferent to promotions, everything is on sale, and the prices are messed up.

Companies are faced with promotion confusion. They feel sad if they don’t promote, and feel sad if they promote. The profit margins are getting smaller and smaller. Coupled with the disorderly competition among various brands, a vicious circle has been formed. Forms tend to be homogeneous, costs are getting higher, and effects are getting worse. As an important part of the cosmetics marketing system, promotion is mainly to deliver product, service, and brand information to customers to make customers interested in the company's products and services. , favorability and trust, achieve communication and interaction, promote purchase and consumption, and form satisfaction and loyalty to daily chemical brands. However, based on the current marketing trends and the fierce competition based on product diversification and homogeneity, the trend of promotion is becoming more and more intense, and the form and It is becoming more and more difficult to introduce new content, and the results are becoming more and more unsatisfactory. Promotion has entered a dilemma and has lost its glory.

Whether from the perspective of modern marketing theory or front-line marketing practice, as a daily chemical company, promotion is a good platform for communication and interaction between products and consumers. It will still be the main means and competitive weapon for product promotion in the market.

At present, mediocre promotions are bound to be overwhelmed. There is no effective communication strategy based on the emotional appeal of consumers, and no innovative highlights from the promotion links. A single price war makes consumers tired and sales staff tired. To break through and innovate, promotion must be upgraded to link innovation, a battle of integration of advertising, image, form, personnel and system value, so that promotion can produce good results combining artistry and interactive sales.

1. Get rid of the misunderstanding of following the trend of promotion

On Saturdays and Sundays, road shows are held one after another in front of cosmetics stores. The cost is not low, but how many real target audiences are there? How much brand and product information is conveyed? How much has it improved field sales? Promotion is in a state of chaos and dispersion. More promotions are imitating and following the trend. There is a lack of continuous scientific promotion based on product characteristics, sales cycles, and marketing strategies. There is a lack of unique and creative promotions for enterprises and brands, which leads to more waste of promotional resources. Not very effective.

The integrated innovation of the cosmetics promotion system should focus on the integrated follow-up of promotion methods and promotion methods, rather than blindly following the trend of promotion; it should focus on the comprehensive promotion of the promotion system, rather than a single breakthrough in a flash of inspiration. , we should pay attention to the highlight innovations in mutual imitation, rather than simply "borrowing", implement innovation into every link of the promotion system, and mobilize all marketers to carry out promotion innovations, rather than planners "creating behind closed doors" to fully Use employee promotion innovation to study competitors' promotion strategies.

To capture consumer psychology, break stereotypes and introduce new ones, launch more creative promotions, implement differentiated promotions to promote communication and interaction with consumers, create an atmosphere, and create an atmosphere with new promotion forms Only when the brand is placed in the hearts of consumers can the long-lasting charm of the company, product, and brand be demonstrated in the ocean of promotions, and move towards the realm of promotions.

2. Good system composition is the basis for successful promotion

Promotion is not just a simple road show, selling outdoors, offering special offers, and drawing draws, it is a successful promotion. Rather, it is necessary to establish an effective platform for communication and interaction between products and consumers. It is not only necessary to ensure scientific and continuous interaction with consumers, but also to carry out artistic design for consumer touch points, so as to allow customers to understand the product and improve the quality of the product. Brand makes customers interested in purchasing. Mastering the system links is the basis for planning and segmentation to find innovative points and is the basis for successful promotion.

Clear demand is the basis: whether it is for the promotion of new products, the off-season warm-up of mature markets, the promotion of large-scale holiday promotions, regular small-scale promotions, or promotional counterattacks against competitors, clear needs will help ensure The consistency between short-term promotion and long-term strategy makes the promotion plan more purposeful and targeted.

Planning is the key: understand competitors and pay attention to customers based on clear needs, determine unique event themes and main ideas, and determine main products, secondary products and bundled gifts based on product sales status and inventory status. Develop a targeted promotion plan. The event time must be taken first, the event channels must be focused, the event form must be novel and friendly, the event process must be guided at all levels, the event responsibilities must be clearly defined, the event budget must be calculated carefully, and the event goals must be clear. Develop a detailed breakdown.

Creative expression is image: fully grasp the form of event communication carrier (newspaper, radio station, clipboard, video), product terminal display form, available resources, and carry out creative expression and material design based on event plans and terminal resources. , have an impact on the image and atmosphere of promotional terminals, such as daily chemical product booth samples, outdoor giants, hanging flags, floor stickers, stacking in the exhibition area; special-shaped displays of fast moving consumer goods, pop-up stickers, posters, floor stacks, hanging flags, Arches, cartoon inflatables, etc.

Effective execution is the guarantee: from effective communication with on-site members and store terminals, to carrier communication warm-up, to daily chemical product arrangement, to promotional gifts in place, to promotion personnel training, the activity process will be detailed Responsibilities for relevant links are assigned to people, and timely guidance and adjustments are made to the promotion site to ensure smooth and effective promotions.

3. Looking for innovation in segmentation

1. Theme innovation A good promotional theme can give consumers a reason to buy and effectively avoid brand damage caused by price wars, so the theme It must be combined with the needs of promotion and expressed in concise, generous and friendly language. It must be easy to spread, easy to identify, have a strong sense of the times and have strong impact without deviating from the brand image, rather than an ordinary "buy". Words such as "one for one free, shocking hot sale, special offer, true feedback" etc.

Suspense type: Use suspense to catch people, attract customer attention, and form suspense based on product characteristics and activity content. It is suitable for product launch periods or off-season drives. For example, the several large-scale conference marketing we held this summer were unconventional in off-season promotions, ensuring that the off-season was not weak and winning the attention and participation of consumers and dealers.

Event type: closely focus on brand event marketing, social news focus, corporate hot spots, and national policies, and take advantage of the situation to engage in promotional creativity. It is suitable for off-season driving and peak season promotion. For example, Mengniu used the Shenzhou 6 ascension to launch a promotional theme of "Milk specially designed for Chinese astronauts to strengthen the Chinese people", which has taken advantage of the momentum to increase sales. Similar to this form of promotion, our cosmetics can be used.

Festival type: combined with the cultural connotation of festivals, such as: Lantern Festival in full swing, May 1st and Seven Days of joy, happy shopping during the National Day holiday, reunions during the Mid-Autumn Festival, blessings and gifts during the New Year's Day and Spring Festival, Get creative with holiday-themed words. For example: the Lantern Festival lantern riddles organized by xx in xx city of our province, the "May Day Shopping Fun" organized by xx underwear mall, and the "Celebrating National Day Wrist-level Lottery" are all based on the theme of the festival. Active and effective.

Regional type: combine the promotion content with the help of regional ancient names to describe the theme. xx uses xx, xx uses xx, xx uses xx, xx uses xx and other words. It is used to stimulate consumption in the mature stage of the regional market, such as xx The market can use the daily chemical promotion theme of "xx love, beauty, you, me and him", which is extremely friendly.

Joint type: Use strong alliances and cross-industry alliances to effectively embed the brands or product names of both parties. The content of the activities is organically combined to facilitate the spread of memories. The effective resources of both parties are reasonably utilized, such as "With Beauty" Holding Hands, Winter Love Song" is a powerful combination of daily chemicals and wedding photography. Promotional theme.

2. Content innovation: The main support for creating unique forms of promotional activities that impress consumers lies in the design of promotional content. Whether it can guide consumers to become interested, whether it can defeat competitors, and whether it can effectively convey products and brands Information, a unique form of content, can easily meet the psychological needs of consumers seeking novelty, difference and benefits, and generate emotional excitement. Creative space should be found in promotional forms, themes, tools, and means, including gifts, packages, and draws. Optimize the combination and introduce the new in other forms.

Incorporate regional characteristics: Effectively integrate local cultural characteristics into promotions and promotions to add highlights to the event, which will help enhance the brand image and form good interactions. In the daily chemical product roadshow activities, pop songs and dances were abandoned, and the popular Shandong Express Book and interesting competitions around the products were launched to effectively convey information, which achieved good popularity gathering and sales increase.

Use product attributes: Use the characteristics of daily chemical products to design promotional activities, attract consumers with unique forms and promotional strategies, and generate impulse purchases. For example, the content of "free trial and rush purchase" of Prolai's anti-acne products uses free trial to attract people and time pressure to urge purchase, which makes consumers make impulse purchases, thus attracting a large number of young consumers.

Implement optimized combinations: optimize and innovate traditional promotional tools such as buy-one-get-one-free packages, draws, coupons, points, etc., so that traditional tools can be rejuvenated and effectively induce purchases in novel forms, such as Change buy one and get one free (low value-added gift) to buy one plus 1 yuan and get ×× (high value-added gift), which is affordable and enjoyable; change the traditional lottery to on-site flying bids to win prizes or balloons to win prizes, which is auspicious Transportation and other methods.

Self-created holiday promotions: create your own festivals based on product characteristics, form strong brand communication and promotion through the scale and momentum of the festival, and deepen product and brand memory points, such as the 2005 Summer Prolet Brand xx City Xinlong "xx City's First Cosmetics Culture and Art Festival" hosted by Japan Chemical Co., Ltd. Just take the form of a self-made festival.

Expand cross-industry alliances: Bundling cross-industry products with relevant product attributes and matching brand images for product promotion and promotion can help improve branding and defeat competitors. Such as the combination of beauty appliances, beauty medical equipment and related daily chemical products.

Choose special gifts: At present, promotional gifts are of low quality and not very practical. Special gifts will become a hot spot for consumers. First, they require strangeness and specialness. For example, the promotion of Tingmei’s desk calendar is large and strange. The second requirement is to be relevant and practical. The "Maruko dolls" added to the daily chemical product launch promotions are no different from the strong brand relevance and are more in line with children's play psychology.

3. Material innovation: Create beautiful terminals with good themes and good plans that influence the customer base. It is also necessary to use creative materials to light up the terminals, so that daily chemical products can use materials to stand out from the competition and take the lead in impact. Consumers' eyeballs can be used to create a good atmosphere to influence consumer purchases and form more herd purchases. Three-dimensional indoor and outdoor images can help improve promotional effects.

Visual standardization: Create a visual image of the promotional theme, which requires overall impact first, beauty second, and color tones that are coordinated with seasons and activities.

Display: Make timely adjustments to the display of products in the store according to the content and form of promotional activities, display the main products in a standardized manner in accordance with product display rules, and strive to display them in a location with large traffic and easy access, with the help of color bars Small embellishments such as flowers, explosion stickers and balloons create a happy atmosphere and promote the influence invisibly.

Material deformation: breaking through the single shape of traditional materials, such as square hanging flags, pile heads, arrow stickers, POP promotional paper... the same promotional materials, the image is difficult to jump out, and must be combined with the promotional theme , brand image to design special-shaped materials to differentiate competing brand promotions. For example, in the Qinhuangdao market, we spray-painted product models to make hangtags instead of hanging flags. The bottled image of the well-shaped Perla product is made into models of different materials to improve the image of the product.

4. Personnel innovation: Cultivate a high-level promotion team that touches consumers. Excellent promotion personnel are the vanguard of completing product sales, achieving final and effective promotions, and are also the final implementers of promotional activities. They should be responsible for Based on the grasp and understanding of consumer psychology, corporate products, and sales techniques, we can innovate through words, actions, and details to impress consumers.

Image branding: On the basis of consistent event site and personnel uniforms, we launch the selection of "Gold Medal Shopping Guide" and put them on the job, effectively motivating promoters while reflecting corporate culture and brand image, and invisibly increasing promotions. Powerful and easy for consumers to accept.

Differentiation of terminology: Innovate by combining traditional and consistent greetings and promotional words with corporate brands and products to make the language more family-friendly, approach consumers with proactive service awareness, and give consumers a different shopping experience Feel.

Vivid demonstration: For large-scale, functional products, simple examples are used to conduct on-site vivid demonstrations, making it easier for consumers to understand and helping to promote sales. For example: We are looking for several on-site experiencers. , through our application of platinum cosmetics free experience, not only increased the popularity of daily chemical stores but also increased sales.

Popularity gathering: Successful promotions must rely on popularity to create an on-site atmosphere. The passive work of promoters should be actively creating conditions to attract popularity to improve the promotion effect. For example, on Valentine's Day, a cosmetics shopping guide bought roses by himself. Achieve free gifts to gather popularity.

IV. Execution is the key to promotion

Promotion is a complete system. When pursuing innovation in promotion links, we must pay more attention to the key links in promotion execution to ensure promotion. Effectiveness and good results, promotions that pursue superficial innovation but are not well executed are just embroidered pillows - they are beautiful but useless. Promotions must serve sales and profits on the basis of innovation.

Training in place: Successful promotions should focus on training and explanation of the links and processes in promotions, so that executives understand the procedures and processes, ensure that the execution work is not put before the horse, and innovative promotions are implemented in place.

Preheating in place: Before the promotion is launched, it is necessary to use resources (newspaper media, TV subtitles, promotional leaflets, etc.) to carry out large-scale activities to spread and warm up in advance, so that more consumers can understand the information and take action Use effective discount coupons and souvenirs to attract consumers to participate and ensure promotional effects.

Materials in place: According to the event arrangement process, materials should be delivered to the promotion location before the promotion activities are carried out, and sent to the dealer's store in advance according to the distribution ratio or optional gifts to avoid materials and gifts not being in place. resulting in promotional losses.

Popularity in place: The key to promotional activities is to create a popular interactive atmosphere to stimulate more consumers’ desire to buy and follow the herd. Products and activities can be combined to artificially gather popularity, such as through special promotions in the product area. Performances, parade displays, cash prize games, etc.

A good promotional theme is like bright eyes, a good plan is like a charming body, good materials are like sexy coats, and good promoters are like eloquent mouthpieces. With the help of innovative cooperation in all aspects, we believe in the corporate image and brand The overall charm of the image will win consumers' attention, purchase, and trust, making promotion a truly powerful tool in the ground promotion of daily chemical brands, and maximizing the role of promotion.

Promotion is not excessive, but more cosmetics promotions are just superficial, without in-depth innovation in the details of each link of the promotion system. Innovation has no size, and there is a bright spot. I hope that many colleagues in the company will use the promotion Reflect on confusion, mobilize all employees to innovate in promotions, learn from each other, provide consumers with delicious promotional meals, and break out and win in the promotion competition.