Previously, the credit rating of Anastasia Beverly Hills LLC, a well-known celebrity makeup brand in the United States, was adjusted to B, which means that the investment market is not optimistic about this celebrity personal beauty brand that was rated as a $100 million social media value in 2017.
Why did this personality brand, which once had 18 million followers on social platforms, not dig deep into private domain traffic, did not create unique brand value, did not empower the beauty industry, and was finally squeezed out of the track by other new celebrity personal beauty brands?
Personality is a double-edged sword, or it is difficult to break through the fan barrier
Each celebrity or celebrity has its own attraction, but fans will become the same values after forming a support club or accepting unified management. Especially after the Internet social platform has become a daily routine for fans, the fan base has continued to grow and enter the stage of "military management".
At this time, what fans think and do represents not only their individual, but also the rice circle of an idol. However, no matter how the culture of the rice circle changes, what changes is the carrier and the way, and what does not change is love and creativity.
Taking the newly promoted small fresh meat rice circle as an example, due to work and family life, many former fanatical fans will gradually break away from or alienate the rice circle that was once considered "everything in life" as the family and parenting time increase.
Therefore, the rice circle is dominated by the post-90s, and 71.2% of the active fans are between the ages of 20 and 29. Female fans accounted for 61.1%, and 76.8% of fans had a bachelor's degree or above.
The main position of the rice circle is in the establishment of a complete closed-loop Weibo of star chasing, while other bases have apps such as Super Star Rice Ball and Owhat; Tieba , Douban, Zhihu and other social platforms, video websites, short video apps and so on.
Among the main attribute distribution of fans in 2023, only fans and rational fans are the most, and the overlap rate of attributes is 94.2%. Others include mother powder, sister powder, wife powder, girlfriend powder, beauty powder, career powder, loose powder, output powder, CP powder, husband powder, boyfriend powder, frontline powder and so on.
The functional division of labor and precise positioning of fans are the reasons for the rapid expansion of celebrity influence, and many celebrity beauty brands are boosted by fan groups.
But fans can't just use the beauty brands directly operated by idou, especially when the beauty brands directly operated by idou do not match their own image, they can support it, but they still consume their favorite brands every day.
As for the public, it pays more attention to product quality and social image, rather than the personality positioning of stars.
Big stars "bring fans" into the arena and kill all sides
So when the world-renowned Lady Gaga began to "bring fans" into the market to make money, Anastasia Beverly Hills LLC, which only had 18 million fans for the basic plate, began to languish.
For example, influencer Kylie Jenner has 141 million Instagram followers and diva Rihanna has more than 70 million followers, both of whom have started their own makeup brands Kylie Cosmetics and Fenty Beauty.
The most despised by the rice circle is the "white", fans have formed a tacit understanding in their thinking, the higher the consumption power, the stronger the hands-on ability, the higher the contribution value of the fans, the higher the right to speak.
Therefore, buying, buying, buying, and buying has become the best means for fans to express their love for idou. If a fan fans multiple idols with personalized makeup at the same time, and he buys products of A stars with more energy, the consumption of B stars with relatively weak energy will naturally become smaller.
The routine of capital whitewashing bureau is becoming more and more familiar to the public
With the public "tearing X" on the Internet between the rice circles, the internal operation routines of the rice circles are constantly disclosed to the public: listing, blogging, controlling comments, and fundraising are all routine tasks, and anti-gang, reporting, and large-character rights protection are also necessary skills. The front-line powder picks up, the station sister takes pictures and takes pictures, and the screen powder is responsible for blowing rainbow farts.
The public is less and less interested in celebrity makeup products, and the elderly middle-class group with independent consumption power is more inclined to consume traditional quality big-name cosmetics rather than celebrities' own brands, and their consumption behavior in turn affects young consumer groups.
In short, celebrity influence can quickly help him push the brand, ensure short-term economic benefits and meet the urgent needs of fans to "generate electricity for love".
However, the homogenization tendency of celebrity beauty brands and the behavior of multiple celebrities "occupying the road" at the same time in turn limit the development space of celebrity personality beauty brands to mass beauty brands.