Present mass brand besides going young to change way, female market also is a Chongzhongzhi is weighed. The range that female sale covers is very wide, besides headgear of those cosmetic that are aimed at a female technically, gem, also begin even brand of car, game, sports to change development female to the market gradually now.
Although the female likes shopping impression to let a lot of brands extend the hand to female market, but " female sale " take an error very easily, apply mechanically is for an adage " feminine heart, marine needle " , the likelihood was immersed in the eddy of controversy not carefully.
The female is very long period of time is regarded as in the society " weak force group " , but the thought as the female more and more liberate, the life is more and more independent, the female's viewpoint of value also is in ceaselessly produce a change. Not be to want to stand in the female only so here, liao Liaoping, phonate for the female can cause resonance. Do not like pink actually like a lot of schoolgirls same, the key of female sale still should know the female's right now heart think of a way first. Be opposite next " disease " drug just is kingcraft.
And respecting " female sale " must mention a brand -- much fragrance.
Much fragrance nurse as each person brand, female market is not bypassed. From 1957 much fragrance toilet soap of the first hairdressing appears on the market in the United States now already full 60 years. Arrive from 1957 actually 2004, much fragrance advertise in the angle from the product all the time, in advertisement, emphasize much fragrance the product solves cutaneous dry problem, fight consenescence, still can undertake contrast from the angle from chemistry and other trademark, outstanding much fragrance protect the product that Shi Herou mixes to sell a site.
After the brand precipitation that passed nearly 50 years and consumer are accumulated, much fragrance strategy was in integral brand to made very big change 2004. Sell a product from rational ground, sell to perceptual ground " beautiful " .
Open true beauty moved 2004
Real Beauty
Much fragrance rolled out 2004 " really beautiful motion " (Real Beauty) , this activity aims to enlarge Dove to have beautiful definition, proof " beautiful definition has been made into in the limit of and cannot come true " . Before rolling out this Campaign, much fragrance made an investigation, investigation shows: The woman that has each district of 2 ％ world only beauty of him described as, and the female of 98% feels she grows Debumei. Much fragrance realize, this makes people has bit of problem to beautiful definition probably. So much fragrance the woman that wants to deliver a whole world through a series of advertisement sale a kind " self-confident beauty " .
Come from 2004 2016, true beauty moves (Real Beauty) the time that lasted 13 years all the time, as a result of length problem, we chose among them 4 advertisement undertook be unscramblinged in detail.
2004, much fragrance look for person of a group of element to regard advertising as model above all, in the period that perfect countenance and figure are in that advertisement, such attention that a advertisement aroused a lot of people. Much fragrance also think through this a series of advertisement tell a woman, every woman goes up to have different beauty personally, simple and real talent is the most beautiful. This a series of advertisement also are the mark that really beautiful motion begins formally.
2007 " decay "
Evolution
2007, much fragrance rolled out a virus advertisement -- " decay " (Evolution) , this paragraph of advertisement piece made a lot of girls new to her appearance have self-confidence. Some netizens leave a message say: "We knew the fact now, want to become should have only in that way like model private beautify hair the division compiling a figure of a division, professional makeup girl and PS of a meeting went. Want to become should have only in that way like model private beautify hair the division compiling a figure of a division, professional makeup girl and PS of a meeting went..
Without top class belle, also make greatly without large investment, obtain the result that 500 million person views however, apparent, sale of this one virus is rare classic case. Those who be good at innovation sale popularizing channel is much fragrance, use this " decay " (Evolution) this video short story, held sale again the pulse of 2 timeses.
2013 " really beautiful sketch "
Real Beauty Sketches
2013 this " really beautiful sketch " (Real Beauty Sketches) can calculate going up is much fragrance one of the famousest advertisement, much fragrance invited Sa of · of Er of auspicious of home of FBI sketch effigies rub the about that the look that draws the female that checks to participate in to draw a herself to describe and others describe her.
People discovery, in eye of major before person oneself describe the ground than oneself more beautiful, more self-confident. Much fragrance also want to borrow this to tell a woman " you compare an imagination medium oneself are more beautiful " .
This advertisement and relevant activity are in in those days knock gently the with one action on accept originality section took integrated sale kind, media kind, movie and TV is created kind, public relations and design those who wait for a category inside to add up to 23 large award! A lot of netizens expressed to be touched by this advertisement.
2015 " evil language addition "
One Beautiful Thought
2015, much fragrance the brand activity that continues to carry out really beautiful motif, pay close attention to the female's beauty. Nevertheless, this Ciduofen (France) the beauty that did not encourage a female to face up to her directly, conveyed advertisement reversely to appeal to however beg -- do not want look of evil to oneself language to.
Much fragrance invite a few females to be written down on the notebook right to oneself view. Then, adapt the ego evaluation of females into the dialog, let two extra undertake rehearse. Subsequently, ask a few women to cafe again, with extra neighbour. The dialog that extra according to has changed undertakes " performance " , pretend to quarrel, evil language photograph to, began to appear in cafe peculiar atmosphere...
Those hide in the self-abased idea in the heart, when be spoken in its mouth from another person, formed language force, and the person that violate and victim are him. Those evil language that blurt out hard to others, why to want to say to oneself? From when to begin, you feel you are not beautiful. Discover the beauty of oneself, from stop to begin to oneself evil language.
2015 " are you very beautiful general still? "
Choose Beautiful
2015, much fragrance released a name to be " you are very beautiful general still " (Choose Beautiful) advertisement. In advertisement, schoolgirls want to make a choice between two doors that lead to department store, film at the same time record spot the different choice of everybody. Wrote on a door among them " general " two words, another door was written " very beautiful " two words. The purpose is to pass a female to choose which door to observe analysing them is how to give his to stick label and undertake ego is agreed with.
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If be you encountered these two doors, how can you choose?
2016 " I say my beauty calculate! "
My Beauty My Say
Much fragrance in its global beauty and? Believe the discovery in the report: The woman that the whole world has 70% about ever had heard people to be opposite they praise and rather than outsidely the success on their profession. Much fragrance realize, be moment breaks this to slant? , let beautiful speech authority return to? Quality? In personal hand. Accordingly, much fragrance a brand-new Campaign was rolled out 2016 -- " I say my beauty calculate! " (My Beauty My Say) .
Did advertisement choose 9 experience disparate? Child real story, from? Personally? Degree set out, told about in form? Lubricious bias? Before, how to pick up again? Letter, definition? Personal story. Be called for instance the Heather Hardy of King Kong Bobby, she ever heard others to say in osculatory fistic moment: You are too beautiful, hit boxing to do not have you so beautiful, you go quickly! But she became golden glove champion finally.
Still have fat fat fashionable rich advocate Jessica Torres, because of plump reason, wear so give a dress of a bit to be met a little by the person on the side all sorts of cold-shouldering. Then she drove a rich customer, with behavior proof, vogue does not belong a thin person only.
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Summary:
Each successful brand was to experience accumulate for a long time, what just get fulminant next is wonderful, much fragrance began to accumulate a few years from 1957 to product function appeal to beg, just rolled out the first to try to move 2004 the perceptual Campaign of female viewpoint of value. Product function can let advertisement look deflection reason, but opposite for the brand diffuses degree inferior also, and the connection of perceptual sale and person itself is spent tall, cause large-scale transmission and long attention more easily. But to a brand, of early days accumulating is necessary, who is you must tell consumer me, I am able what, consumer ability knows you, remember you, contrary, if a brand comes up,mix with respect to the concept in him advocate viewpoint of value, consumer connects you is everybody does not know, how generate sales volume change?
Much fragrance a of a series of this advertisement successes main reason depends on having an insight into, through having an insight into the viewpoint of value of female group causes resonance. In these advertising backside, mix " psychology " two words are close together link up with. Before advertise, the means of interview of manage of intention of regular meeting of many fragrance classics or test will search have an insight into, be in for instance last advertisement " Choose Beautiful " before originality puts forward, much fragrance interviewed 6400 women that come from age of 20 many states to arrive 64 years old from 18 years old in all. Having an insight into deep distinctly so also is much fragrance distinction nurses at other a reason of the brand.
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