Keywords: natural cosmetics; Brand communication; The origin of Moonwood; Estee Lauder Group
China Library Classification Number: D206 Document Identification Number: Part A Number:1672-8122 (2012) 08-0075-02.
I. Introduction
William's original brand? William lauder was founded in New York on 1990. Up to now, Estee Lauder Group, with a history of 22 years, has created its own brand Yuemu Source, which is the first high-efficiency natural advanced skin care cosmetics brand in the world to provide a complete product line for men and women [1]. And known as one of the four famous natural cosmetics brands in the world [2]. It was translated into "Declaration on Wood Quality" in Hong Kong and Taiwan. After entering Chinese mainland on March 20 10, it was unified as "Yuemu Source".
With its concept of advocating green life and environmentalism, Yuemu Zhiyuan won the authoritative award in the international beauty industry and the honor of widely spread star products, and stood out among many natural cosmetics brands. As one of the development trends of cosmetics industry in the future, natural cosmetics' unique brand communication strategy deserves the attention and reference of local cosmetics enterprises.
Second, highlight "nature" and "science and technology" and spread it skillfully with advertisements.
Cosmetics, as daily consumer goods, are recognized and recognized to the greatest extent, which is the basis for consumers to buy brand products. Therefore, brand operators usually use "advertising" to promote their brands. Inviting famous movie stars to speak for brands is one of the usual practices of cosmetics companies, and the core value of natural cosmetics brands, which is different from other cosmetics, lies in its naturalness, so as not to usurp the role of host in advertising communication, and we should pay attention to the dissemination of information such as the formula of "natural ingredients" of products, the sustainable development of ingredients, the rarity and efficacy of raw materials, environmental protection, public welfare and historical origins.
Yuemu Zhiyuan put forward the brand tenet of "nature-oriented, science-based" from the beginning of the brand establishment, and launched a series of products with good reputation in the cosmetics market and consumers with the help of the strong scientific research strength, systematic brand marketing and good customer base of the parent company Estee Lauder Group. In the advertisement of Yuemu Zhiyuan, there has never been an extraordinary image, but a large-scale image of natural plants, fruits and vegetables, supplemented by the introduction of skin care efficacy, principle and application technology of natural ingredients contained in the product. At the same time, its brand slogan is marked in an obvious position to inform people of the attributes of its natural cosmetics brand.
Third, focus on public welfare activities and make good use of public relations communication.
"Public relations communication" is a communication channel to shape corporate image, and it is a communication mode that is easier to touch consumers' hearts. If an enterprise's behavior in the upstream conforms to social responsibility, it can positively affect its reputation in the downstream [3]. Therefore, under the social environment of increasing attention to corporate social responsibility, public welfare activities have become an important tool to distinguish competitors. Natural cosmetics are often associated with green, environmental protection and public welfare because of their natural ingredients. It is this natural association that makes natural cosmetics and public welfare activities more acceptable and more people recognize and participate.
Yuemuzhiyuan joined hands with Climate Group's "Million Forests" project to launch Yuemuzhiyuan Tree Planting Plan in China. Every year in a specific month, consumers buy any designated products from Yuemu Source, and Yuemu Source will plant a seabuckthorn tree in Yuemu Source, Gansu Province [4]. Such regular public welfare activities make customers see the sincerity of the brand and have more trust and loyalty to the brand. Because environmental protection has become the focus of people's daily life, at the same time, the awakening of health concept, the rising consumption consciousness and the desire of market demand, it is timely to advocate the natural trend and take environmental protection as the main brand purpose in today's increasingly fierce competition and product homogenization.
Fourth, lock in the target audience and pay attention to interpersonal communication.
The target customers of natural cosmetics are mostly urban high-income and highly educated people. These people are sensitive to fashion taste and healthy life, have good judgment, understanding and resolution, are more willing to accept brand information, and their right to speak on the Internet should not be underestimated. Although this part of the population is still small, when natural cosmetics really become the mainstream of the whole market, the public will naturally take the initiative to understand and buy. Brand promotion that wants both top management and sales can only hurt the core culture of the brand. Therefore, for the current natural cosmetics market, target audience segmentation and personalized brand communication have become the top priority.
As Weibo has become a popular way to obtain and exchange information, its marketing power is gradually increasing. At present, most major cosmetic brands have their own official Weibo, but many only introduce their products or announce their activities in a descriptive way, and spread them as brand operators. And Weibo, the official official of Yuemuyuan, can be described as operating with care.
For example, fans and experts who take the initiative to pay attention to beauty and skin care, first get their attention, then pay attention to the fans of the brand in batches or one by one, and make special recommendations and interactions according to their preferences, instead of waiting for passive answers after fans ask questions. This is the uniqueness of Yuemuyuan from other cosmetics brands.
Its official Weibo is also actively updating. As of May 23rd, 20 12 at 14, 5,676 Weibo articles have been published, which has attracted the attention of 44,378 fans. Its Weibo content is not only product introduction, but also regular online and offline activities, advocating a healthy and environmentally friendly life concept, and so on, which has received positive responses from fans. This shows that Yuemuyuan keeps up with the trend of the times in interpersonal communication, chooses emerging social networks, makes full use of the diffusion principle of online word-of-mouth communication, trains Yuemuyuan users in social networks, and makes them become the opinion leaders of the brand. This is an area neglected by local cosmetics companies, but Yuemuyuan is actively and diligently operating.
Fifth, create an experience atmosphere and innovate sales communication.
Yuemu originated in March of 20 10 and entered the Chinese mainland market. In more than two years, 24 counters have been set up in nine cities across the country, mainly in first-tier cities such as Beijing, Shanghai and Guangzhou, and second-tier cities such as Chengdu and Nanjing, where commerce is more developed. With the change of people's life and consumption patterns, a single sales channel can no longer meet the needs of customers. There are 380 million netizens in China, 65.438+300 million online shoppers in China, and the annual online shopping scale of cosmetics is 65.438+05 billion yuan. Therefore, in addition to shopping counters, Yuemu Zhiyuan has also opened an official shopping website, which not only classifies products by function, but also introduces combination suits and various forms in combination with special days such as different seasons and festivals.
If advertising, public relations and interpersonal communication all make consumers feel brand culture in imagination, then sales communication is to let consumers experience it personally in the real buying environment. In store decoration and product packaging, we should highlight factors such as "environmental protection" and "green" and fully reflect the difference between "natural cosmetics" and other cosmetics.