"Leading the new trend of sunscreen"
Everyone has their own childhood memories, and every childhood memory is inseparable from the company of toys.
Since its first release in 1995, Disney's top IP "Toy Story" has become an indispensable part of countless people's childhood memories, and has accompanied many young people to grow up for nearly 30 years.
A few days ago, UNNY CLUB (hereinafter referred to as "Yoyi") joined hands with "Toy Story", with the theme of "'Yoo' Play Together", around the star product Light Protection Shaker Sunscreen, launched the Yoi Disney TOY STORY series, which not only protects consumers' travel, but also further improves user participation and brand influence through multi-faceted fun marketing of peripheral products, and plays with users.
As soon as the event was launched, it sparked widespread attention and discussion on social media, and many bloggers and consumers posted notes on Xiaohongshu about the upgraded new sunscreen lotion of Youyi, and it was even more difficult to hide their excitement and said that "the sunscreen in summer can be regarded as my choice, it is the cute and loving new sunscreen of Youyi", "The sunscreen of Youyi Disney series has properly poked my heart" and so on.
So, at a time when cross-border beauty cooperation is common, why can Youyi still stand out from the crowd with Disney's "Toy Story"?
Hand in hand with the international top stream, cross-border fire "out of the circle"
For beauty brands, choosing the right cross-border cooperation partner can not only gain the attention of young people and improve the exposure efficiency of the cooperative products, but also project the value proposition of the brand to a certain extent, helping the brand to break the circle of communication and strategic upgrading.
This time, Youyi joined hands with Disney Toy Story, which is undoubtedly a pair of strong combinations of "strength and word-of-mouth". Since its establishment in 2014, Yoi has been committed to providing young users with "one-stop makeup services for newbies" and accompanying users to start all important stages of their lives.
Ten years have passed, and Youyi has accompanied 100 million+ young users to open a new chapter of life one after another. The brand said, "We hope to continue the warmth and emotion in the movie through the TOY STORY series of light protection rockers, protect consumers' every trip with sunscreen, continue to accompany them to grow up, and 'play' with young consumers." ”
In this cross-border cooperation, Youyi deeply combines the personality characteristics of the characters in the "Toy Story" movie with the selling point of sunscreen. For example, the three characters of Buzz Lightyear, Three-Eyed Boy, and Hug Hug Dragon correspond to the upgraded selling points of "more sunscreen", "more waterproof and sweat-resistant" and "thinner" of Light Care Shaker Sunscreen, which comprehensively protects every trip of consumers and brings consumers a new sunscreen experience. It is worth mentioning that in the 2024 Olympic year, Youyi integrated the sports use scene attributes of sunscreen and chose the table tennis version of Rabbit Brother Da Duck, offering a surprise easter egg to consumers who love sports and love national table tennis.
Qingyan noticed that in the TVC of "'You' Play Together", the main task of the "Light Protection Team" is to protect the skin of pedestrians from ultraviolet rays, which is not only full of fun, but also highlights the hard-core functional characteristics of the new sunscreen.
Closely following the social attributes and outdoor attributes of sun protection, Youyi has launched a series of peripheral products including stickers, keychains, three-eyed halterneck fans, sports bottles, camping mats, camping boxes, etc. The cute animated characters take advantage of the hot scene of outdoor camping, which undoubtedly further highlights the attributes of Youyi's new sunscreen.
This set of combination punches down, layer upon layer of potential energy expansion, attracting a large number of young consumers to spontaneously share on social media such as Xiaohongshu and Weibo, and take the initiative to "plant grass". At the same time, Youyi's new products have also been praised by expert KOLs such as Daddy Evaluation, Binghan Skin Care, and Josh Brother Sunscreen Skin Care.
▍Screenshot from the Douyin platform Bing Han video page, dad evaluation video page
In addition, Youyi's new products have also achieved efficient conversion from volume to sales. According to Feigua data, Youyi sunscreen has ranked among the TOP6 in the Douyin sunscreen category since its listing, and on the Tmall platform, Youyi has ranked second on the Tmall repurchase list, praise list, and good price list. Behind the hot sales of the products, all show the strong product power of Youyi's upgraded new sunscreen.
With scientific research and innovation as the engine
Created a "specialized leaf mask" sunscreen system
In fact, the key to the breakthrough of Youyi's new products is not unrelated to its innovative breakthroughs in scientific research.
It is reported that on the basis of the old version, the new version of Youyi sunscreen has comprehensively improved the sunscreen power, skin feel, waterproofness, use scenarios and other dimensions, in achieving 12.5 hours of UVB blocking, resisting sunred and sunburn, 18 times blocking UVA damage, preventing tanning and aging, 360° full-band protection at the same time, taking into account the characteristics of "3 seconds film formation" and light skin feeling, it is a high-energy sunscreen product specially developed for Chinese people.
▍Youyi new version of sunscreen - light protection shake sunscreen lotion (regular)
Behind the advancement of product functions is the innovative breakthrough in the core technology of sunscreen. According to Yoyi, the upgraded version of the light protection shaker sunscreen adopts the "bionic leaf film technology" specially developed by Yoyi, which achieves the coexistence of high protection and refreshing breathability. Biomimetic leaf film technology draws inspiration from plant leaves to create a sophisticated sun protection system.
The leaves have a natural sun and water protection system that resists UV rays through reflection, scattering, absorption, antioxidants neutralize oxidative damage caused by UV rays, and a hydrophobic and breathable membrane on the leaf surface that resists water and allows the leaves to breathe freely.
Na Yi Bionic Leaf Film Technology imitates its structure and function, and launches the "Bionic Leaf Film Technology"——
Comprehensive sunscreen: Relying on physical sunscreen reflection, chemical sunscreen absorption, and light scattering particles to scatter UV to achieve full-spectrum sunscreen, while light scattering particles can increase the light path to achieve sun protection and efficiency, in addition, carnosine and VE build the last line of defense against UV damage.
·3 seconds film-forming comfortable and breathable: The film-forming combination works synergistically to create a sunscreen film that is both skin-friendly and flexible and breathable, and the film-forming speed is extremely fast.
Youyi not only delves into the research of bionic leaf film technology, but also makes a major breakthrough in the dosage form of rocking music. Different from similar products, Uyi makes the sunscreen system more uniform and quickly dispersed by specializing in steady-state dispersion technology, avoiding the agglomeration of physical sunscreens, and making the system stable and not easy to deposit. At the same time, the new sunscreen products reduce the use of emulsifiers and polymers, and greatly reduce the feeling of oiliness and heaviness.
▍A number of third-party testing agency reports
A number of third-party agency test data show that the new sunscreen products are guaranteed in terms of efficacy and safety. According to the sunscreen human body test report, the sunscreen value of Youyi's new sunscreen product is SPF50+ PA+++++; according to real people's measurement/consumer reports, after 31 sensitive skin testers and 28 days of real human testing, Youyi's new product has moisturizing, repairing, and soothing effects;
Technological breakthroughs are not achieved in a day, and behind this is Youyi's strong scientific research barriers. According to the brand, before each product is launched, it ensures that the product passes 3,000+ experimental tests, and insists on finding the perfect composition ratio that best fits the skin of contemporary Asian women. At the same time, Youyi has also established strategic cooperation with the world's top cosmetics supply chain companies such as COSMAX, KOLMAR and COSMECCA, and invested in the construction of industrial parks in China to ensure the quality of product development and production.
It is not difficult to see that the joint layout of R&D, products, marketing and other aspects is the key to Youyi's success and leading the trend of domestic beauty. In the future, Youyi will continue to base itself on market demand, continue to carry out R&D and innovation, and bring more classic products to 100 million+ young users.