Cosmetics have become a commodity with a strong sense of existence in this era, and the scope of use spans gender and age. With the growth of national economy and the improvement of domestic consumption level, this potential market has accelerated, and the cosmetics market has ushered in a blowout era. However, among today's many cosmetics brands, the homogenization of cosmetics is serious, which has also aroused consumers' disgust. How to make cosmetics brands stand out and enhance their own brand competitiveness has become the key. The cake in the market is so big that whoever cuts more and cuts less depends on his own ability.

1. experiential marketing

(1) actual experience: let customers experience the value of the product and the feeling of using it through the personal experience and feelings brought by consumers around the product. Providing customers with samples, etc., can meet the individual needs of customers. When customers use it, the brand can have a communication space with consumers, so as to understand their possible problems or satisfaction, and then they can make the next improvement and innovation.

(2) Visual experience: We can attract customers' attention through the change and innovation of appearance packaging. It can be said that love at first sight is not internal, but external. Gorgeous packaging can attract customers, especially female customers. Even if you don't buy it right away, you will have an impression on this product and share it with your girlfriends, so that it will appear in the public's field of vision faster.

2. Cross-border joint names

Many cosmetic brands have broken the mode of single operation and cooperated with cross-industry and cross-category brands. In this way, they can expand their popularity through other brands, "go out of the circle" and give consumers room for imagination. "What kind of effect will such cooperation have? What kind of sparks will there be? " Perhaps many consumers will buy products with such curiosity. For example, White Rabbit× Wen Ku, White Rabbit× Meijiajing. Lovely packaging and familiar smell make this kind of products quickly popular in the market.

And Mary Daijia × KFC. Mary Daijia's high quality has made it onto the international stage of cosmetics. Although this cross-border joint name sounds incredible, the lipstick that came out once became the king of out of stock.

3. Short video live drainage

Li Jiaqi, the first brother of lipstick, Viya, the first anchor of Taobao, and other beauty bloggers planted grass, which brought huge traffic to the cosmetics industry. In short video or live broadcast, the anchor can interact with the public, which can quickly attract attention and cause * * *, and skillfully "plant grass" in brand image, brand concept and product advantages and disadvantages. In the era of short video, what these well-known anchors say has a certain weight, which is easy to form a trust transfer among the audience, so it can guide consumers' consumption to a great extent.

If you have other opinions, please leave a message in the comments section and let me know.