How To Form Cosmetics Brand Quickly?

Here I would like to share with you some experiences that I have devoted myself to studying and participating in the development of cosmetic brand. I hope it will help to boost the growth of national brands.

Therefore, if you want a brand to grow quickly, you must have an excellent product as a carrier, just like a rider finds a BMW of Han blood, and a racer has a Ferrari racing car that can gallop.

The efficacy of a product does not care much, but cares about the essence.

At the same time, the serialization of products can not only increase the amount of money purchased by a single user, but also give people a professional and strong brand awareness.

For example, the MATIS brand is proud of the R & D lab, which has a professional team composed of chemists, biologists and prescription experts, and has developed 12 home products series.

For small businesses may not have the strength to set up such a huge research team, we can use the way of buying.

In fact, in some scientific research institutes and even in the private sector, there are some excellent formulations that need to be developed, and their prices are not high.

Indeed, a good name is the premise that a brand can be recognized, recognized, satisfied and even loyal by consumers.

If the brand name is ingenious, ingenious and outstanding, it can give consumers a deep and beautiful impression, which is unforgettable.

Brand name to a large extent affects brand association, and has a direct impact on product sales, and even directly leads to the rise and fall of a brand.

Although there are no fixed standards for brand naming, we can sum up some basic principles of brand naming from the successful experience of world-famous brands and some lessons of brand failure. Generally, we should follow the following six principles of naming: meaning resonance, simple and loud, positive thinking, novelty and uniqueness, respect for audience and legal protection.

For cosmetics, we should pay attention to the two elements of western style and cordial, which are inseparable from the emotional needs of consumers. This is based on theory and practice, and is not explained by space.

For example, the "AUPRES" brand developed jointly by Shiseido and Liyuan company in Beijing is very foreign. China has been alone in China for seventeen or eight years. It has become rich in popularity and has become one of the few brands in the Chinese market that can compete with P & G and win or lose.

The two brands of "little nurses" and "Dabao", which are created by Chinese people, are very cordial and win the love of the masses.

According to the theory of brand power, cosmetics must be linked with fashion.

The easiest way is to invite the movie stars who represent fashion trends to advertise, but those costs are just like astronomical figures. For a brand that is still in its infancy, if there is no rich parents, it is absolutely powerless.

Here is a relatively simple and feasible way to get instant results. That is to register at the fashion capital, move the brand headquarters to the fashion capital, and then merge into fashion.

For example, when L'OREAL bought Maybelline, Maybelline headquarters moved from Memphis to the top fashion capital of New York. Since then, the brand image of low-grade cosmetics in the eyes of consumers has been brushed away, and it has become the brand image of sexy, international and latest fashion. Since then, two words "New York" have been added to the overseas market.

This brand pformation has increased Maybelline's sales by more than 3 times in just 5 years, up to $1 billion 100 million.

If we only aim at the vast market in mainland China at present, it is best to choose Hongkong, one of the seven fashion capital cities in the world, and then choose Shanghai, and then choose Shenzhen, Guangzhou and Beijing.

Of course, in order to develop local economies and reduce production costs, production headquarters does not need to be limited to all parts.

A clear and accurate appeal is very important for brand communication. It can stimulate consumers' brain subconsciousness, stimulate purchase impulse, solidify consumers' thinking patterns and consumption habits.

For example, Bedma (BIODERMA) has only three simple words: "really clean" is enough to laugh.

A clear and accurate appeal usually stems from the deep desire of the consumers for their functions and emotions, so the insight into the minds of consumers is very important.

Generally speaking, functional needs are often easier to learn, and emotional needs are usually more difficult. However, since some elements of the brand driving force have been extracted, they are relatively simple, and they can often be gourd.

Functional appeal must be consistent with the product's effectiveness, otherwise it will backfire.

Emotional appeal can be fully exerting, and the relevant elements are combined according to the 16 elements of the brand driving force, and the brand's distinctive and accurate appeal is developed and refined.

The so-called bright is to be different, can be separated from other brands; the so-called accuracy is to match the desire of the soul of consumers.

For example, the Vichy (VICHY) brand describes the hot spring history of the VICHY city in central France over the past 2000 years, and deduces the touching story of the emperors and emperors from the imperial empire of Rome to the third emperor of the French Empire, Napoleon III, and so on, creating a pure, rich and vibrant water, which makes consumers fascinated.

Of course, there are many other ways of thinking, such as extracting outstanding pieces from typical examples of brand services.

In short, no matter what the original word of mouth means or the modern electronic means, the way to tell the story still follows the old principles, that is, passion, creativity, vivid and interesting, never long, and giving positive power to people.

It is best to have a sense of humor, which will make the brand story more powerful.

It should be noted that we should not involve religious, racial and cultural conflicts and other related topics, so as not to stir up trouble.

However, apart from practical considerations, packaging has more unbelievable significance in pulling the emotional strings of consumers and adding value to products, especially for cosmetics.

Generally speaking, the packaging of cosmetics must have a fashionable and elegant style, which is unparalleled in the sense of quality, which makes people feel loved at first sight.

For example, GIVENCHY has a lipstick packaging with originality. It puts a mirror in the packaging, a solution that is considerate and fashionable and elegant, so that the ladies are exulting and never looking for mirrors for lipstick.

Good packaging can not only improve the perceived quality of products, but also make a brand stand out.

For the growing small brands, the huge advertising cost can not be achieved. The best solution is to work hard on the packaging. Through the ingenious design, we can produce fashionable and elegant unique packaging, which will get the support from dealers and the love of consumers, so as to make up for the shortage of advertising expenses.

Even if the manufacturers with too much money do not forget to give the cosmetics a good package, this is a need of the consumers' mind.

Just follow the instructions.