Behind Caitang's rapid progress is the accumulation of a long-term brand.
Source | Poly beauty
Author | Xie Er: At present, for a brand, the official announcement of the spokesperson is not a new thing, because this is a very common means for brands to broaden their influence. According to iMan statistics, from January 2022 to August 2023, there will be an average of more than 100 brands announcing their spokespersons every month, and there will be 190+ brand endorsements in the peak month.
However, it is almost a very rare thing for a brand to usher in its first spokesperson after nearly 10 years of establishment, which is enough to see the high standard of this brand when selecting spokespersons - more important than traffic, the spiritual core and value fit.
It is under such high standards that the professional makeup artist brand Caitang ushered in Chen Duling, the first brand ambassador of the brand in the nearly 10 years since its establishment.
Simplifying the complex, smart and natural, Caitang and Chen Duling's "two-way running"
In the normalized celebrity marketing environment, it is a challenging topic for brands to find spokespersons who are highly matched with the brand's tonality, how to use celebrity influence to achieve brand breakthrough, and how to deeply combine with spokespersons to tell a good brand story.
The circle-breaking event officially announced by Chen Duling, Caitang's first brand ambassador, let us witness the wonderful presentation of the brand and the spokesperson's "two-way running".
1. The first brand ambassador officially announced, interpreting Chinese aesthetics
As a makeup brand that is "customized for Chinese faces", Caitang has always been deeply engaged in professionalism, and adheres to the "blank" makeup technique, hoping to simplify the tedious makeup steps with products and help each woman bloom her unique style.
As an actor, Chen Turin has been forging ahead on the road of improving his acting skills since his debut. She continued to explore in front of the camera, and slowly discovered that the subtle and introverted performance method can also express the surging inner feelings, and the restraint is also full of tension. From overflow to blank, abandoning complicated piling up is perfectly in line with Caitang's product concept of "simplifying".
This point of convergence is also vividly reflected in the TVC of "Chen Duling's Light and Shadow Monologues": the whole film visually continues the brand's "blank aesthetics", in the form of Chen Duling's monologue, through the artistic lens language and the overall tone change, showing the actors' acting skills to simplify, and echoing the interpretation of Caitang's makeup, presenting the common philosophy of simplifying the complex in a pun way. Finally, it is linked to Caitang small round tube foundation, which points out the "agility" in the state and makeup after simplifying the complex.
In order to make this official announcement have a longer communication chain, Caitang took TVC as the fulcrum of communication, and carried out a large-scale launch on mainstream platforms, outdoor large screens and other carriers, and formed a three-dimensional communication through online and offline linkage.
Layer by layer progressively and empowering each other, and finally achieving the effect of breaking the circle, it also further empowers the influence and volume of Caitang small round tube foundation. Many netizens have "posted orders" and expressed their surprise at the official announcement: "The appearance of a Chinese beauty like Chen Duling is too suitable for Caitang", "Caitang, you can choose people", "Dudu's smart and cold temperament is too compatible with Caitang"......
The data also verifies this, Caitang's official Weibo interaction is as high as 13.8W, #Chen Dulin Caitang's first brand ambassador# The number of readings has exceeded 120 million, and the TVC has nearly 1200W of playback on the whole platform.
2. Deepen the brand value and create a new Chinese original makeup
In the official announcement of the brand ambassador, in addition to filming the TVC of "Chen Duling's Light and Shadow Monologues", Tang Yi, the founder of Caitang brand, also joined hands with Chen Dulin to deeply interpret the brand connotation and jointly create a new Chinese original makeup.
#唐毅 Chen Turin High Intelligence Makeup# # Tang Yi Chen Turin New Chinese Restoration Beauty # and other natural hot search topics also aroused heated discussions among everyone: "I feel what is more important than makeup, makeup on the face is to set off the facial features, what you see is the beauty of this person's original sense", "The one who fits is the best", "Although it is not as gorgeous as heavy makeup, the visual and spiritual impact is not lost at all".
As Tang Yi said on Weibo: "Makeup can be the icing on the cake, or it can be the original color; ”
As an advocate of new Chinese makeup, Tang Yi has always hoped that more and more consumers can find makeup that suits them, create more simple and high-end Chinese makeup, and show their original beauty. This is also the source of Caitang's professional product concept of "ingenuity and customization, makeup and people".
The linkage between the founder of the brand, Mr. Tang Yi and Chen Duling, more vividly presents to consumers the core of "Chinese makeup original beauty" that Caitang has been advocating.
Behind the soaring progress is the accumulation of a long-term brand
2023 is a year of "soaring" for the Caitang brand. During the Double 11 period, Caitang beat many international beauty brands to win the top 1 of the Douyin makeup list, and at the same time, it also won the top 1 of domestic makeup on the Tmall platform.
Relevant data shows that during the Double 11 period in 2023, Caitang Douyin's GMV increased by 160%+ year-on-year, and Tmall's GMV increased by 150%+ year-on-year within 4 hours of the launch of Tmall's sales, ushering in a contrarian growth in the industry.
Judging from the financial report released by Proya, the parent company of Caitang, Caitang's revenue has reached 414 million yuan in the first half of 2023, and the annual revenue is expected to exceed the 1 billion mark and enter the "billion club" of makeup.
Behind this dazzling achievement, it is the Caitang brand that has been continuously built and deepened for nearly 10 years, from products to brand aesthetics to brand attitude, from the surface to the inside of the self-consistency and unity, before finally ushering in the outbreak.
Because building a brand is never a phased task, but a unified and continuous output. Taking 2023 as an example, Caitang has made many layouts:
In terms of brand aesthetic attitude, Caitang has always been deeply cultivating Chinese aesthetics. Last year, the brand launched the Zhengqing series, through the appearance of imitation jade design and begonia floating flower texture of the mixed color injection molding process, the details of the flow elements and design, very modern sense and artistic tension, showing the "jade as the guide, still and smart" Chinese beauty.
During the Qixi Festival last year, Caitang also cooperated with the Zibo Ceramic Glass Museum to jointly create the "Liuguang Wanqing" Qixi Festival limited gift box, which also uses pink jade limited packaging to interpret Chinese romance.
In terms of product strength, as a makeup brand "customized for Chinese faces", Caitang has created a series of products with both practicality and art under the leadership of the founder Tang Yi, and has also achieved the brand concept of "turning complexity into simplicity and integrating makeup".
It is reported that Tang Yi drew inspiration from the pictures of ancient ladies and created the original Caitang four-step makeup method: powder, cheeks, eyebrows, and red lips, aiming to simplify the complex from the base makeup, color, lines to the structure of smart makeup, to create a Chinese makeup that conforms to the aesthetics of the times.
Caitang's product line revolves around this concept, and the Zhengqing series includes 3 items: Zhengqing Liuyu three-color rouge plate, comprehensive eyebrow plate and matte mist lipstick, which can be matched with a series of base makeup products (foundation, concealer, highlighter) to complete a natural and elegant makeup look in 4 steps.
"I hope that every girl can start training her makeup from the simple four steps, so that her beauty is sober, natural and self-conscious. At the press conference of the Youth Competition, Mr. Tang Yi once said this. And this is also the brand insistence of Caitang brand - to create their own makeup for Chinese women and show their unique agility and beauty.
In terms of brand values and brand attitudes, Caitang aims to use products as a guide to convey the brand's emotional perception.
Last year, Caitang and the well-known psychological self-media KnowYourself jointly produced the "White Paper on the Emotional Color of Modern People", which summarized the color preferences and emotional states of contemporary people from multiple perspectives such as age, gender, generation, and scene.
At the same time, the brand also invited KnowYourself's professional psychological mentors as offline special guests to bring a special emotional healing tea party in the urban mountains, and cooperated with the Small Universe Podcast to discuss the topic of "color and emotion" in depth, encouraging each woman to express her unique self.
If we flip the timeline further, we will find that not only 2023, 2022, 2021...... In the past few years, Caitang has been building and deepening the cultural system of the entire brand little by little, truly integrating the traditional Chinese craftsmanship, aesthetics and technology into the products and brands, and constantly consolidating the professional mind of "customized for Chinese faces".
It can be seen that the outbreak of Caitang is not accidental, but the inevitable result of a long-term brand.
Makeup brands have entered a new competitive cycle
With the retreat of overseas makeup brands and the closure of local cutting-edge makeup products one after another, 2023 will still be an unfriendly year for the entire makeup market. The repeated epidemic is indeed one of the important reasons for the retreat and closure of these brands, but it is deeper because the makeup market has entered a new cycle of competition.
In the new cycle, the competitive dimension of makeup brands has transitioned from the "shallow water area" of simple imitation and replacement to the "deep water area" where brand culture must be taken into account. The competition of cultural aesthetics includes not only the competition of design style and salience, but also the competition of aesthetic concepts and fashion leadership, and even the competition of brand value system and cultural philosophy.
This is also why Caitang was able to complete the turnaround of 1 billion revenue in less than 5 years.
Especially as Generation Z has become the mainstream of cosmetics consumption, Chinese consumers not only need cost-effective high-quality products, but also high-quality brands that include culture and aesthetics, and more importantly, Chinese brands that can reflect the self-confidence and pride of Chinese people and compete with international brands.
We are also honored to see more and more excellent domestic makeup brands, including Caitang, going higher and higher on this road.
Visual Design: Lele
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Editor in charge: wood
——2023 Big Value Industry Annual Conference——
In the rapidly changing 2023 and the intensifying competition, the involution of the big value industry has come to a crossroads of evolution and switching. In this new round of development cycle, it can be said that challenges and opportunities coexist. In this context, what is the path of evolution of China's beauty industry? and how to adapt to the switch of technological outlets and smoothly pass through the complex and changeable industrial cycle? In response to the competition in the new era, on December 22-23, the 11th Jumei Conference hosted by Jumei and named by Shangmei Co., Ltd. - 2023 Evolution and Switch· At the annual meeting of the big value industry, we specially invited upstream and downstream cross-border experts in the industry, dermatology experts and professional beauty KOLs, etc., to conduct in-depth discussions on the technological evolution and power switching in the era of scientific brands.