Previously, the Game Working Committee of the China Music and Digital Association officially released the "China Game Industry Report", which pointed out that the number of game users in the mainland has reached 640 million, of which female players account for more than half and have become saturated.
What does the number of game users have to do with the cosmetics market?
You know, today's cosmetics is an all-encompassing industry, and has risen from a single beauty level of satisfaction to the spiritual level of satisfaction, consumers buy cosmetics is no longer only the pursuit of beauty, but also the pursuit of spiritual pleasure.
This means that many industries that can delight consumers' bodies and minds can step into the cosmetics industry. In addition, the cosmetics industry is also one of the industries with the deepest degree of rejuvenation, and many young people like things that need to be studied in the cosmetics industry.
The increase in the number of game users in China shows that in the new era, more young consumers like to get spiritual pleasure through games, which is a marketing opportunity that cannot be missed in the cosmetics industry.
Like MAC Charm Crossover King Glory is the best case.
So, how can the cosmetics cross-border game be crossed? What are the issues to be aware of?
Make good use of game characters to highlight product features
Characters are the soul of the game, and integrating the game characters into the product is the most ingenious way to play cosmetic cross-border games.
For example, mac king glory lipstick combines color numbers with game characters to launch five heroine lipsticks. Dai Yue color is Luna, crimson carp color is Big Joe, Tong Maple color is Gongsun Li, Red Orchid is Mulan, Yan Peach is mink cicada, each color number is very corresponding to the personality characteristics of the character itself.
In order to strengthen the image color of the game's characters, MAC also invited the five rocket girl members COS, who were hot at the time, to become these heroes, and "play on the same stage" with lipstick, strongly stirring the heartstrings of young women.
Combining game characters with product features can convey the selling points of the product in a more interesting way, thus leaving a deeper impression on consumers.
Adopt a virtual spokesperson and let the characters speak for the product
The use of game virtual characters as product image spokespersons, in addition to the overall cost is lower than that of traditional stars, it can also bring a lower threshold of fan contact. In terms of publicity, it is also more fresh and interesting.
Gillette and Tencent's game "Crossfire" mobile game carried out all-round in-depth cooperation in events and products, and the first cooperation adopted the method of virtual image spokesperson. A long time ago, L'Oréal Paris also cooperated with the online game "Yin and Yang Division" to launch a custom gift box called SeaWater Fairy, and used the "style god" character in the game as a product spokesperson.
Letting consumers' beloved game characters speak for products can more easily win consumers' love for products.
The joint old game touches the feelings of consumers
If brands want to go deeper in emotional marketing, then the co-branded old game may be the best option.
A Japanese brand once cooperated with "Super Mario" to launch a joint cosmetics, using a lot of classic elements of "Mario" in the product packaging, so that consumers can immediately recall the happy time when they played "Super Mario" when they were young.
Like Megagin's Great White Rabbit Lipstick, consumers' childhood memories can always strike at their hearts in the shortest possible time. The brand cross-border old game evokes the old feelings of consumers and is easy to leave a good brand image for consumers.
In 2022, the game elements will also shine more, and cosmetics, as a brand that can delight consumers' bodies and minds, can fully play a big role in this field.
advertisement