/PRCWT/Shenzhen, January 12, 2024 - "Powder red lips, light sweeping moth eyebrows", people's pursuit of beauty has been a hot topic of discussion since ancient times, Douyin and Ocean Engine jointly launched the makeup category to create a trend activity - "2024 New Makeup Plan" also made a surprise appearance, linking star guests, head beauty experts, star makeup artists, and fashion editors to join hands with top makeup brands to create marketing momentum, with the theme of 2024 trending makeup, create online to offline diversified gameplay, output multi-dimensional and multi-vertical high-quality brand content, and use good content to help brands quickly and accurately cover consumer groups, detonating a new boom in makeup.
The new year is full of expectations and beauty as scheduled. The 2023 Ocean Engine makeup industry white paper points out that in the makeup market, international brands have performed well in both sales and content consumption, occupying a dominant position in the market. From the data of the past two years, international brands account for more than half of the sales share of online channels, and more than 60% of Douyin's content playback. More and more users and experts are willing to share makeup goods and experiences in Douyin, and more and more merchants choose to cooperate with makeup content in Douyin, laying a good foundation for the makeup market in 2024.
Explode the autumn and winter makeup craze and release the new vitality of the market
According to the 2023 Ocean Engine Makeup Industry White Paper, makeup is the second largest market segment in the beauty industry. It is expected that by the end of 2023, the global makeup market will reach 466.80 billion yuan, accounting for 22.7% of the beauty market. In the era of thick "face", light "makeup" goes into battle. How attractive is makeup? Based on data insights on the consumer side and the market side, the "2024 New Makeup Plan" gives an answer that is always suitable for heavy makeup and light wiping.
During the event, in order to lay the groundwork for more traffic and volume, Douyin launched the national style drag Sketch "Sister Sister Club 2" on December 22, which was initiated by the host Zhang Da to gather Zhang Tianai, Zhang Meng, Yu Wenwen, Kong Xueer, Liu Shining, Jiang Pei Yao and other 6 beautiful and stalky female artists and star makeup artist He Lei Nick, Daren Liu Zhen EeeeeeL, Daren Friday and many other guests gathered at the club. The program focuses on "female beauty, female growth, makeup characteristics", integrating makeup changes into it, and bringing surprise and interesting links such as re-engraving performances of classic drama IP, beauty knowledge Q & A, etc. Star guests and Douyin top influencers interpret unique charm with different characteristics of makeup, helping to increase the popularity and discussion of "2024 New Makeup Plan".
At the same time, IP relies on the Douyin platform traffic blessing to create a #2024 new makeup plan, an exclusive topic page, and joins hands with Tachibana, blankme, Caitang TIMAGE and other brands to set up exclusive topic page interaction, and launch a theme flash event, inviting makeup artists to create the same trend makeup for users offline, and conduct brand product distribution, penetrate the offline scene, and improve brand exposure and topic degree in the full link. As of now, the #2024 new makeup plan #sister and sister club Douyin double topic has accumulated more than 200 million exposures, using makeup as a stepping stone to present the new female spirit and charm, making beauty more infectious and penetrating, reaching more potential consumer groups, and realizing user precipitation.
Create exclusive trend makeup and lead the new trend of the industry
In the context of the rise of the "beautiful economy", domestic cosmetics consumption continues to rise. How can brands bloom their own spring on the fertile land of blossoming traffic and complete the transformation from marketing to "winning" sales? In the "2024 New Makeup Plan", from the three aspects of "heat, attitude, and depth", it tugs at the heartstrings of users, outputs high-quality brand content, and helps brands realize the journey from out of the circle to breaking the circle.
1. There is popularity: the official promotional film of the project is online, creating a sound volume and traffic to fly together
"Makeup is not just a visual experience, but also a medium for expressing emotions and emotions." Where users are, traffic is there, and popularity is an indispensable trump card in the marketing battle. "2024 New Makeup Plan" gathers well-known makeup artists He Lei Nick, Douyin head beauty expert Yongzai Leo, and Li Lulu, editor-in-chief of the beauty department of Zhaoxu Watson Group, to release an official promotional film, which not only enhances popularity and leverages natural traffic, but also conveys the voice of the brand to more users.
The promotional video is co-created and released by the official account of the 2024 New Makeup Plan and NYLON nylon. It takes the popular makeup trend as the entry point and reaches the consumer groups of various circles to achieve the brand breaking the circle and setting off the activity volume, thus leveraging word-of-mouth communication.
2. Attitude: 2024 Five Trends Makeup, Unlocking Thousands of People, Thousands of Faces, New Year's New Makeup
Beauty is a kind of temperature, but also a kind of attitude. "2024 New Makeup Plan" uses its unique market insight, content innovation ability and marketing strategy to write the makeup brand attitude from the perspective of trend insight. In addition to the current popular makeup, orange fun seven-color eyeshadow, blankme half-point and a small source "anti-dullness" foundation, Caitang and Qingliu jade three-color blush disc, French Sisley Charm Rhinestone Light Lipstick, TOMFORD Classic Fantasy Charm four-color eyeshadow and other makeup hot models, showing the 2024 five trends in makeup "Woody milk coffee makeup, native translucent makeup, national style lucky makeup, two-color lip makeup, mermaid fritillary makeup" in the promotional video.
In addition, the online flat blockbuster will present the unique color characteristics and emotional expressions contained in the makeup to users one by one, providing consumers with more emotional experiences with a variety of beauty products.
3. In-depth: professional interpretation of authoritative data to help brand new opportunities
From planting grass to pulling grass, from heart to action, in-depth content will become the sail for users to grasp the fashion trend, follow the new trend of the 2023 Ocean Engine makeup industry white paper, and get a cost-effective consumer experience. Douyin and Ocean Engine platform are both bridges and buttons. On this "gilt magic" bridge, more brands can complete full-link transformation, and more merchants can achieve the goal of long-term operation and build a new generation of makeup industry.
With the white paper's insights into consumer and market data, merchants can better grasp user preferences, grasp makeup market trends, and launch more popular makeup guides, allowing consumers to gain a deeper understanding of the 2024 trend LOOK and unlock new trends in makeup fashion.
Online and offline resource integration to leverage new business growth
Ocean Engine and Douyin line are online and offline to synchronize various resources to create momentum for users to continue to help, wantonly bloom their internal and external beauty, show more beautiful trends, maximize the IP value of "2024 New Makeup Plan", empower brands, and achieve high exposure, high interaction and effective transformation.
Online pattern gameplay to create a new trend of fashion makeup. In order to increase the exposure of activities, merchants and brands, the Douyin platform integrates resources such as opening the screen and searching banners to search for big cards. Through the topic #2024 new makeup plan #sister and sister club, linkage will create a centralized brand marketing outbreak. As of now, the total exposure of the whole network has reached 2.10 billion times, more than 30 celebrities and experts have participated in the discussion of makeup topics, and more than 100 media have concentrated their voices, which has improved the exposure of the event.
Create a variety of scenarios offline to convey the new trend of makeup. In order to gather the attention of offline consumers, the "2024 New Makeup Plan" has also expanded from online to offline. In addition to offline flash mobs to attract passers-by, it also focuses on the core business district of the city, configures offline materials, and places activities on offline landmarks, elevator screens, etc., using large screens to play the content of the activities, increase users' perception of the "2024 New Makeup Plan" activities, and convey multiple trend makeup to users, leading the new trend of 2024 makeup.
Conclusion:
As an IP wind-making activity in the makeup category linked by Douyin and Ocean Engine, the "2024 New Makeup Plan" takes the hot topic "makeup" as the theme, and makes comprehensive efforts from online to offline to realize the consumption transformation from planting grass to pulling grass, setting off a new beauty craze in autumn and winter.
In the future, Ocean Engine will continue to make efforts to integrate its strong platform resource advantages, with "good content, good insight, good traffic, good business" as its marketing goal, and join hands with more high-quality brands and experts to add more beautiful colors to the makeup track, realize the blooming of the makeup market, and help more brands decode the law of business increment.
