L'Or é al's in-depth Marketing: Carnier joined hands with PPS Network TV

Cosmetics industry has always been the army of advertising, but in the face of increasingly sophisticated customers, a single brand advertising has been far from moving consumers. Advertisers urgently need to find marketing channels that visually display products and communicate deeply with consumers!

Paris L 'Oreal Group has always been an expert in cosmetics marketing. Its green skin care brand Garnier recently launched a series of anti-aging products for years. Liu Ruoying, a mature woman with intellectual beauty, serves as the brand spokesperson. In addition to the traditional promotion methods, they innovatively joined hands with PPS network TV, the world's largest online viewing channel, to show the product characteristics and spokesperson's experience in the form of product advertisement + long video interview meeting; And very intuitive, vivid, concrete on-site explanation and demonstration of skin care products use methods and anti-aging related knowledge, the majority of netizens can also leave messages on the website, and experts, idols to carry out interaction. This novel method has been recognized by female netizens. A PPS netizen commented that it is very useful to see experts and milk tea massage eye techniques. In the future, it is recommended that cosmetics manufacturers should have more such video demonstrations. There are PPS netizen comments that directly reflect the effect of Garnier's choice of new spokesperson: it is wise to choose milk tea. I like her freshness very much. It is very appropriate with this product! rdquo;。

In fact, cosmetics advertising can be seen everywhere in life. Short Video such as traditional TV and elevator advertisements are suitable for short-term brand image display, with the advantage of high coverage and the disadvantage of lack of in-depth communication and limited broadcast time; while flat media display such as fashion magazines has the advantage that the media appears professional and authoritative, and the audience pays high attention to relevant topics, while the disadvantage is that the coverage of communication is not wide enough. In recent years, the popularity of domestic fashion websites and forums is very high, users can freely exchange experience, check the reputation of products, more objective and credible, but lack some professional guidance, in addition to simple text plus pictures of the web page is not vivid and intuitive.

The advent of Internet TV has filled this gap. First of all, watching videos online has become one of the main behaviors of Chinese netizens surfing the Internet. PPS, the world's largest Internet TV service provider, covers about 25 million people per day. Secondly, PPS users are the people who lose TV. The coincidence degree between PPS user group and TV is low. Choosing PPS means more comprehensive coverage. And PPS users have about 40% of female users; according to third-party survey analysis, beauty and makeup products are most concerned by PPS female users, the proportion reached 44.2%, which means that about 4 - 5 million PPS female netizens are potential users of beauty and makeup products every day!

The length, playback time and on-demand of network videos are more flexible, suitable for in-depth communication and interaction with customers, and convenient for customers to view at any time. Through video display, netizens can clearly understand the correct use method and relevant beauty knowledge of the product, understand the endorsement background and maintenance experience of the spokesperson, and participate in network interaction such as Q & A, message, lottery to obtain trial opportunities, etc. to realize diversified means such as webpage brand image advertisement, video in-depth communication, experience marketing, etc. on one platform.

Garnier, a leading brand of the L'Oréal Group derived from natural beauty technology in Europe, has a 105-year history of professional skincare and is committed to developing innovative products that demonstrate effective plant energy and bring a full range of natural skincare products that are truly mild and low irritation. Garnier launched new products this time, cooperated with Liu Ruoying, and innovated marketing methods. I believe the market performance of future products will be good!