文 | Tiana
On April 23, LAMER officially announced that Jay Chou would become its spokesperson, and released an advertising video to simultaneously promote the essence of La Mer. As of today, the official Weibo has reached 27,000 likes, #海蓝之谜品牌大使周杰伦#的词条达到1 3,000 interactions, and 5.239 million views.
This is not only the first official announcement of a male brand ambassador, but also the first Chinese brand ambassador.
However, as soon as the news came out, many netizens expressed a little surprise, because in everyone's cognition, most of Dong Chou's endorsements are very people-friendly national brands, such as Emma Electric Vehicle, OPPO, Metersbonwe, Heilan Home...... And La Mer has always been the image of a "high" lady cosmetics, why did she suddenly choose Jay Chou?
An email from Sandra Main, president of LAMER, revealed the key answer, saying: "Jay brings unparalleled dynamism to our brand. Not only does he have a successful career, but he also has a unique understanding of skincare, and we believe that working with Jay Chou will inspire more young people to focus on self-care and build self-confidence." ”
According to the sales data released by the Estee Lauder Companies for the second quarter of fiscal year 2024, the group's net sales during the period were $4.28 billion, down 7% from $4.62 billion in the same period last year, and the performance actually showed a certain degree of weakness.
La Mer needs to boost confidence, so it seems that there are two reasons to choose Jay Chou, one is young people, and the other is the male market. The expansion of the beauty market is reflected in two aspects, one is the expansion of age groups, and the other is the rise of male power.
Jay Chou has a strong appeal to young people, and everyone can see that high-end cosmetics also need more dynamic young consumers.
In the beauty market, men's spending power and demand are growing. According to Cicada Cube data, the total sales of Douyin in the men's beauty and skin care market will exceed 100 million in 2023, a year-on-year increase of 235.37%, of which men's care sets, men's cleansers, men's facial creams, men's BB creams, men's concealers and other subcategories will grow rapidly year-on-year, with an increase of more than 100%.
According to data from Tencent Music, the ratio of male to female listeners of Jay Chou's "Greatest Work" is 6:4, and the proportion of male fans of Jay Chou will be even larger.