Daily Brand Seeks To Explore New Mode Of "Digitalization"

With the advent of the digital age, China

More and more keen on online shopping, which provides a variety of choices for the dissemination of major brands.

It is understood that, especially in the cosmetics industry, including Procter & Gamble, L'OREAL and other daily chemicals giant, is embracing "digitalization" through a variety of ways, which also makes the current digital marketing no longer a trend, but also become a mainstream.

Digital marketing pformation

In the daily chemical industry, especially in the field of cosmetics,

Has become an important choice for every giant.

Recently, L'OREAL, P & G and other daily chemical brands have launched a variety of digital marketing activities.

For example, L'OREAL launched a facial expression bag called "Beaumoji", which contains 130 facial expressions, including the popular beauty elements.

One of the series is "ITGirl", which mainly reflects the popular trend of beauty, such as gradual color hair, Choker collar, ombre lip makeup and so on.

According to the China Commercial Daily reporter, L'OREAL has launched a virtual cosmetic mirror called MakeupGenius, which has the function of beauty like, allowing users to experience the makeup effect of different products at home and find their own makeup.

In addition, L'OREAL's cosmetics brand Li Quan is still in the layout of wearable device MyUVSkinPatch, which is a smart skin patch that can detect UV intensity. It can change color through light perception, and users can understand the health condition of skin exposed to ultraviolet rays.

According to Procter & Gamble, VR technology is attracting more and more attention. At present, P & G has applied VR technology to marketing. During this year's "6. 18" Tmall fans Festival, this year's "5. 20" day, and last November, "007: Ghost party", it held SK-II activities such as "the exploration of the immortal water", the 520 day watch of Gillette, and the "chase the secret order".

Xu Minceng, President of e-commerce and brand operation in Greater China, P & G, said that since last year, many brands of Procter & Gamble have been marketing in digital channels such as WeChat's friends circle and Tmall, such as Head and Shoulders's "I disdain" WeChat series theme advertising, SK-II linkage multi platform release "rewriting destiny" blockbuster and so on.

In addition, other cosmetics brands are also exploring digital marketing. The daily cosmetics retailer APP launched the VR eye makeup experience. Consumers can try different eye makeup styles for their photos in APP, and The Body Shop The Body Shop seeks objects for "monkeys" on the dating application Tinder.

It can be seen that in the daily chemical industry, especially in the field of cosmetics, digital marketing has become an important choice of various giants.

As Procter & Gamble answered in reply to the China Commercial Daily reporter's question on why VR marketing was done, the marketing era of enterprises is no longer through a leading platform for all people, but is constantly facing the right people at the right time and right platform.

The diversity of the media and the diversification of consumers will bring challenges and opportunities to the daily chemical enterprises.

"If the brand wants to be evergreen, we need to constantly seek innovation, break through the routine, communicate with our audiences in a more diversified and flexible way of communication, and convey a richer brand connotation."

P & G said.

L'OREAL group chief digital officer said in the 2015 L'OREAL group's earnings report that the cosmetics industry is one of the industries benefiting from the digital age.

The United States is one of the most widely discussed topics on the Internet. It is one of Google's top three search topics.

Beauty tutorials have become a social phenomenon. Some have been watched millions of times.

Consumers are now seeking to establish multiple channels of connection with their favorite brands, which will create new connections between brands and consumers.

Digital marketing is one of the ways to establish "new direct links".

The trend in the future will be mobile, procedural, and scene oriented, looking for the best combination in scale and innovation.

With the continuous adoption of new marketing methods such as digitalization and other major brands, digital marketing and other new marketing methods have begun to replace traditional marketing methods, and the proportion of marketing expenses in enterprises is also increasing.

L'OREAL group's 2015 earnings report showed that a quarter of its media costs were used for digital marketing.

After the release of the "Beaumoji" facial expression package, L'OREAL officials also indicated that they would continue to use digital marketing.

Procter & Gamble responsible person in an interview with the China Daily News reporter said that although the specific input data is not convenient to disclose, but it stressed that VR is one of P & G's current focus on marketing tools, will continue to root the needs of consumers in the future, leveraging advanced technology and platform, bringing a constantly upgraded consumer experience.

Jon Moeller, chief financial officer of Procter & Gamble, also said that P & G plans to shift more advertising to digital media, search engines, social networking, video sites and mobile terminals.

What is the effect of digital marketing in the case of continuous exploration and continuous investment in digital marketing?

In response, L'OREAL said at its 2015 earnings conference: "we made rapid and substantial progress in 2015.

Our online sales totaled 1 billion 300 million euros, up 38% over the same period last year.

Digital marketing strengthens our competitive advantage and consolidates our position in the industry.

It broadens our boundaries in direct and personalized marketing. "

According to other sources, L'OREAL has increased its investment in digital marketing channels in China in recent years, and its budget is growing at a rate of two digits per year.

Information provided by Procter & Gamble, another daily chemical giant, showed that in the SK-II activity, the conversion rate of the spectacle set group doubled. During the "6. 18" fan Festival, Tmall's fans surged nearly 160 thousand and became the top sales of high-end cosmetics. In the activity of rejoice, the activity began a week, and sold 3 times of the whole month's sales in the same period last year. In Gillette's activities, Gillette's free deciphering VR movies and glasses activities were sold out in less than 8 hours, and last year, "double eleven" sold the most Gillette shaving razor on the same day.

It has been revealed that the guests of APP have tried 70 million times of lip shape.

After hundreds of tests, consumers will not only spread the satisfactory pictures to the social media, expand their brand influence, but also go shopping directly or go to the physical store to buy.

As Xu Yingdan, general manager of P & G Greater China media department, said in an interview with the media, digital marketing is no longer just a trend, but has become the mainstream.

The future trend will be mobile, procedural and scene oriented.

And when making marketing strategy, the brand needs to build on the deep understanding of consumers, and find the best combination point between scale and innovation.

At the same time, when doing digital marketing, we need to notice that the purpose of digital marketing is to touch consumers rather than mere technical gimmicks.

Insiders believe that the entire marketing is now in the digital environment.

When doing marketing, enterprises should consider using digital technology rather than digital marketing as an independent thing.

Instead of focusing too much on technology itself, more attention should be paid to how to use technology.

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