On August 18, the domestic cutting-edge skin care brand SkinLohmy officially announced that Xue Bayi, a student of "Creation Camp 2021", served as the brand star product recommendation officer, and released a set of materials photographed by Xue Bayi, including the first product TVC and a series of posters. Xue Bayi appeared in the photo with his signature long hair style, wearing a fresh white shirt, a clean and elegant face, a resolute look in his eyes, and a vibrant interpretation of the brand attitude of "dare to be sour and rejuvenate".
On the same day, Xue Bayi shared a home selfie video through his personal account, Xue Bayi's skin under the natural sun was delicate and flawless, and generously revealed his skin care good to fans - Skin Lemei Salicylic Acid Nourishing Brush Acid Mask, and successfully "planted grass" a large number of fans. In addition to the dedication to recommending products, Xue Bayi did not forget to strive for new product benefits for fans, recommending fans to participate in the #To be honest # 10,000 people brush acid experience activity initiated by the brand, the activity plans to recruit 10,000 product experience officers, encourage everyone to have the courage to try to brush acid, and truly experience the changes that products bring to the skin.
Create the national style teenager in the camp, have more "speech value"
In February this year, the boy band growth variety show "Creation Camp 2021" produced by Tencent Video was broadcast, and Xue Bayi made a stunning appearance with a unique ancient style, dancing "Tianxia" with the students at the same time, and his appearance surprised the instructors, "The Chinese style dance reflects the beauty of his strength, and also shows his excellent improvisational choreography ability... The dance performed on the first stage is rigid and soft, unrestrained and free, and the singing is full of breath and extraordinary momentum. During the broadcast of the program, the discussion about Xue Bayi is almost all related to appearance and temperament, and fans are praised as "immortals", with straight facial features and firm and powerful eyes, so that Xue Bayi perfectly controls long hair, eye makeup and ancient style, which is different from the feminine style favored in contemporary National Style culture, Xue Bayi's "immortal" with heroism, which is his exclusive memory point.
Tencent's "Creation Series" variety show has gone through four years and is positioned as an "International Youth Cultural Exchange Program" "Creation Camp 2021", which has welcomed students with more diverse nationalities, backgrounds and styles with the most open and inclusive attitude in the past. However, the program mechanics and audience tastes also show more complex and cruel standards accordingly. Male love beans jump out of the stereotypical framework of Korean aesthetics, how to re-convince the audience, has become a new test.
The answer given by Xue Bayi was not convincing. He insisted that men also have long hair freedom, not to flaunt personality, but in an opportunity to change their mood, he accidentally found that a different long hair style was more suitable for himself; on a stage where getting more exposure was almost equivalent to getting more opportunities, he calmly accepted the best arrangement for the team performance, and responded to the audience's own willingness to play a supporting role; on the night of the group, he walked back to his comfort zone to focus on singing, a feminist "Matriarchal Society" caused controversy, under the limelight of gender issues. If he can take the opportunity to beautify his original intention of choosing songs, he is bound to be able to win a wave of public opinion dividends, but he only replied to the reporter loosely, "No (concern), just want to sing." ”
The boy, who once confessed that he was not very fit, always refused to wrap himself in too much language in front of the media, and in him, language only showed value when it was faithful to self-expression.
Circle culture affects brand aesthetics The discourse power of emerging markets belongs to Generation Z
In a way, Xue Bayi can be considered a typical example of the aesthetic transformation of young people. In the past, Hanfu and Guofeng were only the hobbies of a small number of people, until the sense of existence of the Z generation group has been continuously enhanced in recent years, and Guofeng has broken through the circle of vertical fields and approached from subculture to mainstream culture. Generation Z generally has a strong sense of self-confidence and honor in Chinese culture, and the national tide is being sought after as never before in the 21st century.
The ecology of the Z generation circle culture determines that if brands want to enter the young market, they must learn to understand their aesthetics and communication methods, and to go out of the circle, they must enter the circle first. Xue Bayi is favored by the emerging brand Skin Lemei, and must be valued not only for his high appearance, but also for his recognizable image of a beautiful teenager, a pure personality, and a boldness and self in line with the value proposition of Generation Z. The brand attitude of "not everyone has the courage to reinvent themselves", "the so-called counterattack is prepared", "refresh yourself until the moment you see the real me", is particularly convincing under xue bayi's interpretation. Just like Xue Bayi, when recommending the Skin Lemei Salicylic Acid Nourishing Brush Acid Mask, he especially shared that the products were developed and produced by the listed state-owned pharmaceutical company and the "eldest son of Republic Medicine" North China Pharmaceutical, and his face was full of confidence in the domestic brand. It has to be said that the cooperation between Xue Bayi and Skin Lemei is a successful model for the collision of new generation artists and domestic brands.