#FMCG##Cosmetics##Women's Day Goddess Day##Beauty#The beauty industry, dominated by female consumer groups, started waves of marketing scramble on March 8, Women's Day. According to incomplete statistics from a reporter from Beijing Business Daily, dozens of cosmetics companies such as Lancome, Hua Xizi, Proya, and Winona launched online promotions for Women's Day. "Buy formal wear and get formal wear" "Explosive models are more than buy one get one free"... The marketing efforts of each brand are no less than the annual "Double 11" promotion.
For beauty companies, with the intensification of industry competitiveness, the promotion and drainage of various holiday nodes are becoming more and more frequent. On Weibo, articles such as "38th Women's Day Half Day Holiday" and "Women's Day Holiday" have successively appeared on Weibo's hot search, with 97.614 million views and 11,000 discussions. The article "Women Can Hold Up Half the Sky" has been read 160 million yuan and discussed 53,000 times.
With the blessing of waves of traffic heat, beauty companies dominated by female consumer groups are "taking the initiative" in terms of grabbing traffic.
The Beijing Business Daily reporter learned and found that based on the 38 festivals of renovation week activities and 38 activities launched by Tmall, Jingdong and other platforms, dozens of cosmetics companies such as L'Oreal, Lancome, Proya, Nature Hall, Winona and so on have launched promotional activities with different focuses according to their own needs, kicking off the "drainage war" of the beauty industry in the first half of 2023.
In Lancôme's Tmall flagship store, the brand launched promotional activities such as "limited-time pet privileges" and "more than buy 1 get 1 free" for Women's Day. Based on the discount of "buy 400ml to get 900ml", Xiao Cui started Lancome powder water that had been lying in the shopping cart for nearly half a year. "Such a promotion node will be much more cost-effective than usual to buy big names." Xiao Cui said.
Proya also took advantage of the node of Women's Day to launch activities such as "recharge full gift" and "essence zone more than buy one get one free", for many fans of Proya Double Anti-Serum Essence, such marketing activities are undoubtedly the best benefits of the 38th Festival; Nature Hall has launched promotional activities such as "Face Mask Full Gift" and "Buy 1 Get 2 Free on Formal Wear".
In response to marketing-related questions such as holidays, a reporter from Beijing Business Daily interviewed Winona, Proya and others, but did not receive a reply as of press time.
However, a reporter from Beijing Business Daily combed the financial reports of various brands and found that marketing with the help of holiday nodes is becoming a strategy for brands throughout the year. In its financial report for the first half of 2022, it lists the marketing activities in the first half of the year, such as the subway poetry exhibition marketing campaign with the theme of "Next Station, Turn Over" in January 2022; a marketing campaign on Women's Day in March with the theme of "Gender is not a borderline, prejudice is"; May Mother's Day event with the theme of "Only Mom Sees".
Winona also listed the arrangements for marketing activities in the past half of the year in the financial report for the first half of 2022, which basically ran through every hot holiday node. For example, for the National Skincare Day on May 25, 2022, Bethany launched an online doctor's limited-time free consultation live broadcast activity in the Tmall live broadcast room for four consecutive days; In June, Bethany multi-brand, omni-channel "June 18" series of promotional activities, etc.
Behind this is increasingly fierce market competition. In the past two years, with the development of foreign makeup brands such as L'Oreal and Shiseido in the Chinese market, the rise of emerging brands Hua Xizi and Perfect Diary has intensified the competition of domestic cosmetics, and the use of holiday node marketing has also become an important strategy for more and more brands to grab traffic and seize consumers.
Wu Daiqi, CEO of Shenzhen Siqisheng Company, said that large-scale promotional activities are a necessity for enterprises, and enterprises need to develop new customers through marketing activities at various holiday nodes, or through marketing activities, promote original customers to stock up, weaken the possibility of purchasing other enterprise products, and play the role of fixed customers.
"However, in terms of the promotion of promotional activities to drive corporate performance or sales, it is also necessary to see how the company's marketing activities and pricing are designed." For beauty products, the gross profit margin is usually higher, and this kind of promotion is still possible to maintain a reasonable profit for the enterprise while draining traffic. Wu Daiqi added.
However, in the view of some insiders, the holiday marketing activities of various beauty companies are essential to the development of the brand, although it may not have an immediate effect on performance, but it does play an irreplaceable role in brand influence shaping, attracting traffic, and gaining attention.
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Beijing Business Daily reporter|Guo Xiujuan Zhang Junhua
Image source|L'Oréal official website