Recently, Winona, a dermatological-grade skin care brand specializing in sensitive skin, officially announced a new brand spokesperson, Liu Shishi, and the simultaneous launch of "Congratulations, Spring is Finally Passing" TVC quickly sparked heated discussions and praise on Weibo, Douyin, Xiaohongshu, WeChat and other social platforms. On the day of the official announcement, #刘诗诗新代言#相关话题直冲微博热搜TOP15, successfully helped to raise the voice of the second-generation Winona special cream again, and also allowed Winona to climb to another peak of quality and efficiency after the brand upgrade.
Hand in hand with Liu Shishi, open a new era of skin health, freedom and beauty
For a long time, Liu Shishi's impression to the public is that strength and appearance coexist, and she has gained full influence and reputation with many high-quality film and television works, and her national popularity is beyond doubt. As a national brand, Winona's new brand concept of "specializing in sensitive skin, healthy and beautiful for a day" is highly consistent with Liu Shishi's unique charm of relaxation and casualness, and the two sides are integrated with each other, bringing consumers a consistent cognition and experience.
On April 17th, Winona's new brand spokesperson warm-up video was released, and within an hour, #Winona Liu Shishi# entries were listed on Weibo's hot search TOP7, raising the heat value of Winona's brand upgrade again. On the basis of breaking the circle of voice, Winona carries the brand attitude by building high-quality content. The TVC of "Congratulations, Spring is Finally Passing", which was launched simultaneously on April 18, raised the compatibility between Winona and Liu Shishi to a higher level.
Through the interpretation of scenes, the short film concretizes the complex emotions of people with sensitive skin towards spring. As Liu Shishi said in the short film: "All spring, you wear a thick mask, when you see flowers, you hide away, and when you blow the wind, you blush." "The short film creates an emotional and resonant scene, conveying the group portrait of people with sensitive skin who are looking forward to being healed.
"May your itch be only in your heart, may your face be blushing only because your heart is moving, may your tears be only moved, and may your sensitivity to spring be a good feeling from now on. In this sincere dialogue between the brand and consumers, the short film infiltrates Winona's brand concept of healthy beauty into the hearts of the public as a life attitude, allowing the brand and consumers to achieve emotional resonance, bringing people a double healing from the inside out, and supporting a more vivid brand value.
The brand has been upgraded to protect sensitive skin with professional strength
For Winona, the core of brand upgrading is the strengthening of the brand concept, and it is also accompanied by the evolution of product series and market strategy. Before the official announcement of the spokesperson, Winona had carried out a series of actions around the brand upgrade.
After 13 years of precipitation, Winona's classic single product special cream ushered in its first update at the end of February this year. As one of the most important milestones in Winona's strategy into the 2.0 era, the second-generation Winona special cream breaks through the boundaries of repair, directly hits the sensitive roots, and upgrades from the green thorn fruit oil component to the green thorn fruit polysaccharide component, with more significant efficacy. Looking back at the brand's history, it can be found that Winona's every step on the road to innovation is inseparable from the accumulation of ingenuity.
At present, Winona has 19 dermatology professors and 63 dermatology experts, 70+ dermatology clinical verifications in leading hospitals at home and abroad, 300+ basic research, process routes and clinical verification papers of Winona products, and participated in the compilation of 15 national expert guidelines and 31 group standards. As the first dermatological-grade skin care brand in China to pass clinical trials, "safe and efficient" is the valuable quality forged by Winona under the precipitation of long-termism over the past 13 years, and it is also the key for Winona to break through the "encirclement" of international brands and become the leading brand in the domestic effective skin care market.
At present, the Chinese market has a deeper understanding and higher pursuit of effective skin care products. In the context of implementing the product power 2.0 of "small incision, deep research, real use", Winona is promoting the product R&D process, raw material screening, human evaluation, clinical research, and Yunnan characteristic plant R&D platform into the 2.0 era.
On March 1 this year, Winona held a brand 2.0 strategic upgrade conference, officially announcing that it has officially entered the 2.0 stage, upgrading from "focusing on sensitive skin" to "specializing in sensitive skin", and moving from sensitive skin healing to a new era of skin health and freedom. If "Winona 1.0 = sensitive skin", then Winona 2.0 = sensitive skin care solution = skin health and free beauty. Winona will provide all-in-one system solutions for sensitive skin care, broaden the boundaries of sensitive skin care, and meet a series of advanced skin care needs such as repair, sunscreen, whitening, and anti-aging for sensitive skin.
At the critical juncture of the launch of the brand 2.0 strategy, Winona and spokesperson Liu Shishi achieved each other, which not only further enhanced the brand influence and brand value, but also helped Winona to move towards the "world's first-class brand of functional skin care" and accompanied more users to explore the beauty of health.