When it comes to the most discussed topic in the beauty industry in the past two years, cross-border collaboration definitely has its name. Once this trick comes out, it can be said to be all-inclusive. There are only co-branded objects that you can't think of, and there are no high-looking products that brands cannot make.

For example, Zara, lululemon, and Semir in the clothing field, Wahaha, Zhou Black Duck, White Rabbit, Dicos, Luzhou Laojiao, Coca-Cola, etc. in the food field, and even Ma Yinglong, which started out as a hemorrhoid ointment, has launched A limited edition lipstick set in three shades. These products with "cross-border" and "co-branded" labels often bring their own traffic, and can quickly arouse popularity on social media as soon as they are launched.

Currently, the three most mainstream crossover types in the international cosmetics industry are "brand and brand", "brand and IP" and "brand and art design (celebrity or star)". And the more "unexpected" the crossover is, the more online attention and brand new customers can be gained.

? Among them, the crossover of "brand and brand" is usually the cooperation between two strong fashion brands to launch one or several series of products, using the reputation and channels of both parties in their respective professional fields to expand their influence. efforts to develop new customer groups.

In the past two or three years, co-branded collaborations between cosmetics giants and big brands such as “L’OREAL×BALMAIN” and “Estee Lauder×Victoria Beckham” have all caused hot topics and popularity. The “national cross-border trend” that has emerged in China in recent times actually follows this approach.

Fashion brands involved in this type of cooperation have higher taste and quality requirements for cosmetics products. For example, at the end of last year, ZARA jointly launched lipstick with the well-known British makeup artist Pat McGrath. Pat McGrath's role in the cooperation was as a "creative contributor", integrating the style and creativity of the brand's 2018 autumn and winter series into professional makeup products.

Attracted young consumer groups and tapped out a group of potential customers

As consumer trends change, the "younger generation" such as those born in the 1990s and 2000s have gradually become the focus of emerging markets. As the main force of consumption, in order to capture the hearts of young consumers, brands are naturally actively planning a rejuvenation path.

? CBNData also found through big data monitoring that consumers’ attention to joint cross-border related products continues to increase, and online related consumption has exploded. Young people born in the 90s and 95s have become cross-border consumers. They are the main consumers of world commodities, accounting for more than 50% of the total.

?In addition, the number of cross-border beauty brands is increasing year by year, and the number of consumers and the amount of consumers have shown an accelerated growth trend. More than 70% of consumers of cross-border beauty collaboration products are new customers of the brand, which shows that cross-border cooperation can help attract new customers to the brand.