"Whatever", "It's okay", "It doesn't matter", "It's not necessary...... I don't know when more and more young people have a "light" attitude towards life, with a normal heart at work and social avoidance, and a kind of indifference of "not being happy with things, not being sad about themselves".
The change in attitude to life is also reflected in the choice of makeup. At the moment when "light people" everywhere, the beauty industry has gradually shifted from the pursuit of high saturation and jumping color creation to the presentation of the original skin texture, and simple, natural, clean and transparent makeup has become the first choice of many young people.
From March 27th to April 7th, Douyin Mall joined hands with top fashion media ELLE to launch the "D-Beauty Beauty Spring and Summer Trend Release" activity, releasing the spring and summer beauty trend of "Baikal Light Makeup" and appearing in the ELLE physical magazine, expressing the "light" attitude with "clean and clear skin + light makeup";
In order to help more brands grasp the new trends in the industry and seize business growth opportunities, this event actively integrates platform resources to provide brands with scarce e-commerce operation resources such as the main venue of the event, opening screen display, Aladdin search, etc., to quickly increase the exposure of beauty brands. During the event, the exposure of related hot topics exceeded 200 million, the transaction of search hot words increased by 55% month-on-month, and the global transaction of hot words with SEO of commodities increased by 70% month-on-month.
The Spring/Summer 2024 Beauty Trends are released
Leading the beauty consumption trend
Trends are constantly changing. On the Douyin e-commerce platform, there have been fashion trends such as "dopamine" and "Maillard", which reflect the different lifestyles and spiritual thoughts of the public. Today's consumers value self-satisfaction and emotional satisfaction, and how to grasp their changing consumption perceptions has become the key to brand business growth.
This time, Douyin Mall joined hands with the top fashion media ELLE to launch the "D-Beauty Beauty Spring and Summer Trend Release" activity, jointly planning the "Baikal Light Makeup" spring and summer beauty trend, showing the charm of young people themselves through light makeup, which is very consistent with their natural, healthy and relaxed life demands. At the same time, shoot models to perform blockbusters, launch trend long pictures and publish physical magazines, create industry trend style hotspots, and lead the new trend of spring and summer fashion.
The event invited artist @Xing Fei to serve as a muse, and co-shoot a theme TVC with @ELLE World Fashion Garden, and release it through the full platform accounts of artists and media. @邢菲 Through light makeup and simple clothing, it expresses the light and breezy attitude of life, interprets the theme of "light is beautiful" in an all-round way, and vividly shows the indifferent and natural state of life.
So, how to have the same "light makeup" as Xing Fei? During the event, the celebrity makeup artist Shi Hui who served as the trend manager and the artist Xing Fei filmed a "make-up vlog" together. In the video, Shi Hui not only taught us how to draw the same clear and natural makeup as the female artist, but also brought us three treasure items - SK-II Fairy Water Anti-Aging Essence, OLAY's newly upgraded Light Spot Special Care Small White Bottle Essence, and Perfect Diary "Bionic Film" Essence Lipstick, which can be completed in three steps. The simple makeup formula deepens the user's functional perception of the product and strengthens the brand mentality.
On April 1, artist Xing Fei, talent Shu Chang, celebrity makeup artist Shi Hui, and senior beauty editor of ELLE participated in the "Beauty Spring and Summer Trend Release Theme Live Broadcast", with a cumulative exposure of more than 15 million and more than 3 million views. On the same day, @舒畅, as the ambassador of good things, launched a special live broadcast of beauty products, opened up the form of group buying at the counter, drove users' shopping enthusiasm with high-quality and genuine products, and helped the brand's sales explode.
Talents, merchants into the trend wave
Releasing a new "signal" of fashion in the whole domain
Relying on a huge ecosystem of trendy content, Douyin e-commerce has an inherent advantage in leading beauty trends. As soon as it was launched, "Baikal Light Makeup" attracted many content experts on the site to create creative short videos and interpret their own "Baikal Light Makeup". Beauty brands are also jumping on the trend, optimizing their pallets and marketing strategies to boost the spring/summer beauty trend.
In a fast-paced work environment, many users want to refresh their lives with makeup. Shu Chang and Lou Yixiao, two celebrities, chose to paint a "Baikal light makeup" to get rid of the "class taste", while beauty experts such as @小羊羔Mie and @江晚晚 taught how to draw fresh and natural "light makeup" through short videos, and many fans left messages such as "My makeup is as stable as my mood" and "This makeup is suitable for daily life"...... When the beauty trend is output through matrix high-quality content, the popularity of "Baikal light makeup" continues to rise, and this fashion concept has gradually taken root in the hearts of the people, attracting users to participate in the trend interaction.
During the event, the main topic of the event #Beauty Spring and Summer Trend Release, #贝加尔淡人妆 and derivative topics #化個Baikal Light People Makeup Sanban Flavor , #贝加尔淡人妆吹到了我脸上 The total exposure exceeded 200 million, of which the #Huajia Baikal Light People Makeup Sanban Class Flavor topic was on the Douyin Hot List TOP8, Entertainment List TOP1, and Grass Planting List TOP2.
On the merchant side, beauty brands such as SK-II, OLAY, and Perfect Diary have cooperated with vertical influencers to launch makeup trial videos, turning trends into high-quality marketing content for brands, deeply releasing influencers, and realizing scenario-based planting. At the same time, take advantage of the trend hotspots to carry out theme store broadcasts, and issue exclusive coupons in the live broadcast room to attract users to place orders and convert.
In the shelf field, merchants are deeply engaged in store operations, and by optimizing pallet links to hot spots, connecting specific products with new makeup trends, refreshing the brand image, and promoting the integration of product and efficiency. Add trend text to the title of the product page, undertake user search traffic, convert interest traffic, and promote consumption. In addition, the merchant also optimizes the visual elements of the product card, using light pink and light yellow as the main colors, and adjusts the product package frame, theme color and other materials to create a simple and natural atmosphere.
Optimize price competitiveness across the board
Take advantage of the trend to explode items
At present, the consumption habits of the public are changing, and enjoying a better life is not about pursuing expensive brands, but about paying more attention to cost performance, quality-price ratio and consumption experience. Under this trend of "reverse consumption", price power has become an important factor in determining whether a brand can win the favor of consumers.
During the "D-Beauty Spring and Summer Trend Release" event, through the integration of Douyin e-commerce platform resources, we accurately undertake the interest flow of high-quality content such as hot topics, theme live broadcasts, short videos, etc., and improve the price power of products in all aspects through the combination of "good mechanism" + "good price".
Good mechanism: Relying on the global ecology of the platform, the scarce e-commerce operation resources such as the main venue of the event, the opening screen display, and the live broadcast room indicator will expand the volume of the event, enhance the exposure of beauty brands, and reach a wider range of consumer groups. Channels such as Value Shopping and Brand Pavilion will provide users with official subsidies and one-yuan trials during the event to comprehensively enhance the price competitiveness of goods. Optimize the search for terms such as "Baikal light makeup" and "beauty spring and summer trend release", and focus on the flow of interest to meet consumer demand. According to the data, during the event, the transaction of search hot words increased by 55% month-on-month, and the global transaction of hot words with SEO increased by 70% month-on-month.
Good price: During the event, many brands not only brought consumers "Baikal light makeup" related beauty products, but also launched welfare mechanisms such as store full reduction, buy one get one free, and one-yuan trial, and at the same time issued large coupons in multiple scenarios such as live broadcast rooms, store homepages, and product pages, so as to comprehensively enhance price competitiveness, promote consumption decision-making with low price advantages, improve conversion efficiency, and explode advantageous products.
In the complex life, people are increasingly pursuing a simple and natural lifestyle, from clothing to makeup, and feel a free and comfortable life in the fashion of "simplifying". Under this trend, Douyin Mall and authoritative fashion media jointly launched the "D-Beauty Spring and Summer Trend Release" activity, setting off a new wave of consumption in spring and summer with "Baikal light makeup". In terms of content field, through the tripartite cooperation of celebrities, talents, and merchants, business growth will be accelerated during the golden window period, and in terms of shelf field, the advantageous resources of the platform will be integrated to help merchants comprehensively improve their price competitiveness, so that more high-quality and good things can achieve sales explosion in Douyin e-commerce.
Achieve new trends with high-quality content, and continue to create good business with new trends. In the future, Douyin e-commerce will continue to gain insight into the new needs of consumers and drive new trends by outputting high-quality content. At the same time, relying on the global ecology of Douyin e-commerce, the interest traffic is converted into the business increment of merchants, injecting new vitality into the development of the industry.