Recently, the Weibo topic Expired Lipstick Red** has been on the hot search, causing heated discussions among netizens. The incident started when a merchant gave expired lipstick to consumers to smear small advertisements posted in public places that were potentially harmful and threatening to women, with the phrase "Please let it play its last value and become a red **".
As soon as the incident came out, it immediately aroused great attention and discussion among netizens. Many consumers believe that the brand's approach is very heartwarming, "great creativity, make the best use of things" and "the pattern is big", and they are willing to buy the brand's products. Some people also believe that this is a deliberate marketing for brand hype, "there is a new case in the boutique sales class", "but it is not much more convenient to use an expired lip gloss to apply advertising than to use a marker".
Today, feminism-related issues are being discussed more frequently than ever on social media, and creations based on women's issues have also appeared in various fields such as film and television dramas, literary and artistic works. Whether at home or abroad, women's marketing has always faced controversy, and the line between female empowerment and wealth code has always been delicate. However, compared with the original brand preaching, which was entangled in whether to crown Women's Day as "Girls' Day", "Goddess Day" and "Queen's Day", both the female group itself and the narrative of "her marketing" have undergone great changes.
According to public information, there are nearly 400 million female consumers aged 20-60 in China, who control up to 10 trillion yuan of consumer spending every year, enough to constitute the world's third largest consumer market, close to the combined retail markets of Germany, France and the United Kingdom.
The U.S. National Bureau of Statistics has also conducted a survey on the total number of working people and the rate of population participation in the labor force in various countries, and researchers were surprised to find that the labor force participation rate of Chinese women is as high as 70%, even exceeding the 63% participation rate of French men. Among them, the participation rate of Chinese women aged 25-55 is as high as 90%. More and more women are entering the workforce to contribute to the family economy.
With the development of the Internet and the economy, women's self-awareness is constantly awakening, and more and more women have stronger and stronger demand and spending power to improve their quality of life, becoming the main force of GMV in the new era. Whether it is short-term stimulus or long-term consumption upgrading, personal consumption or household consumption, the "she economy" plays a key role.
Women's pursuit of beauty and freedom has never stopped, and the definition and exploration of "beauty" have become more and more diverse, giving birth to broader market opportunities, making "she marketing" a hot spot in the marketing field in recent years.
In addition, women's self-consciousness has gradually awakened and they have begun to pursue the value of life like a "big heroine". Subsequently, consumer behavior and demand have also undergone corresponding changes, hoping to break some invisible boundaries, and bravely find, express and improve themselves in the process of consumption. Under the rising trend of "she consumption", many interesting phenomena have also emerged in the consumer market.
Recently, the word-of-mouth of the hit drama "News Queen" has soared, and "find a man to marry" has rushed to the hot search and has become a new scolding word, which can be called the "defense-breaking quotation" for women in the workplace. The big heroine in the play is welcomed by the majority of female audiences in the workplace, when most workplace dramas are still stuck in love brains and coquettish wives, the appearance of the big heroines in the workplace of Hong Kong dramas breaks the stereotypical ending of women in workplace dramas who will marry someone else as their own destiny in life.
Behind the Internet meme "Princess, please order" also hides consumers' great demand for emotional value. In stereotypes, the word "princess" is often defined as a representative of immaturity and arrogance, and even derives from the critical term "princess disease". But now, "princess please." Behind the explosion is the value demand of independent and self-worth young people who are eager to find a place to heal their emotions.
Overseas **she media proposed femvertising at New York Advertising Week in 2014. Femvertising is a combination of feminism and advertising, which refers to advertising and marketing methods that promote the power and empowerment of women to enhance brand image and product sales.
In the field of domestic consumption, female consumers are no strangers to this kind of advertising. In 2016, SKII's commercial "She Finally Went to the Blind Date Corner" encouraged women to follow their inner choices and support older women's spiritual independence, which became an advertising advocacy attempt by the brand to support women to tear off their identity labels and pursue independence.
With the rise of "She Power" and the emergence of various social issues, the brand's ** on women's issues is no longer superficial, and has begun to explore more at the content level.
1. Break gender bias.
Since the International Women's Day festival on March 8, 2021, Proya has put forward the topic of gender is not a boundary line, prejudice is, starting from gender roles, gender bias and stereotypes. In addition, the educational picture book "We Can All" was launched to guide everyone to face the problems and break the gender boundaries of the theme and ideas. Over the past three years, Proya has continued to enrich this topic with real stories and export brand values in the long run.
2. Face up to yourself and encourage women's self-identity.
In 2019, the feminine care brand Vier proposed the concept of "menstruation is not hidden", calling for a positive face to women's physiological phenomena. In this year's March 8th Festival, Neiwai joined hands with dancer Wu Mengke to launch the short film "Body + Question", which adopts the form of dance performance, unfolding from the perspective of "body", telling the excessive inhibition of women by the world through the mouth of the body, and also telling everyone: the feeling of the body is the only compass. And then call on the female community to awaken, listen to, and respect the real feelings of the body.
3. Output brand value proposition and gain the recognition of female consumer groups.
Marubeni went from "Is It Wrong to Have a High Vision", to co-authoring Qi Wei & Xin Shixiang to release the "Girls Don't Be Afraid to Be Too Conspicuous" women's attitude declaration film and opening the topic marketing of "Girls Don't Be Afraid to Be Too Conspicuous", giving a voice to all "conspicuous girls" and generating deeper emotional resonance with them. Expand the voice through a variety of media, point out all kinds of prejudices, encourage girls to do what they want to do, dare to show their ability and charm, and boldly be a conspicuous girl, and at the same time ask questions of a gender-biased society, calling for the establishment of a respectful, inclusive, pluralistic and equal society.
4. Women's emotional care.
After emotional value marketing has become a powerful marketing tool, more and more brands have gradually paid attention to the emotional healing that women need in life scenarios. Marie Degar powder series products are based on caring for the state of women in their daily lives, hoping to create a natural and relaxed makeup appearance in an environment without the gaze of others, and use makeup to build a "room of their own" for women, shielding the hustle and bustle of the city, and allowing women to return to their own safe and lazy space. On the occasion of Women's Day, Osman also released a short film "A Reply from Grandpa Pearl", calling for attention to the psychological changes and development of women, encouraging women to have a confident mentality and quietly wait for the opportunity to complete their own transformation.
5. Highlight the power of women.
Cotton Times, together with China Women's Daily and Xinshixiang, jointly created "What She Changed", an original documentary series of character short films. The short film records outstanding women in different professions in different eras, such as Luo Haixiang, a rural doctor, Shui Qingxia, a coach of the Chinese women's football team, Xu Ying, a scientist of the Beidou navigation system, and Bai Xiangen, the first female sailing pilot to cross the Arctic Ocean.
More and more brands focus on women's growth, gender issues, and women's power, and continue to speak out on social platforms, plucking women's emotional buttons, and adding emotional value to products and brands.
However, it is not uncommon for female marketing to overturn incidents, and the "Desire Field" series launched by domestic kaleidoscopes adopts the shape of a woman's womb with very feminine characteristics on the packaging, which is regarded as linking women with fame, fortune and desire. The sentence "Let women lie down and win the workplace" in the cooperation between Ubras and Li Dan** was accused of offending women.
In today's marketing environment, how can brands take advantage of the "she economy" to open up women's issues in the right way?In this regard, Yang Zhenghua, the founder of Shangqi Advertising, told CBO: "If you want to really do a good job in women's marketing, it depends on what kind of value the brand wants to convey. Brands and companies should correct their own attitudes and not objectify women. Only by truly respecting women can they be better accepted. ”
This also shows that women's marketing to the theme needs to grasp the scale, and any tendency to vulgarize women and products will "overturn". In fact, a successful marketing event is usually not the marketing case itself, but the social status quo and people's needs brought about by the content. Brand is a long-term cultural construction, which requires the shaping and output of products, services and corporate concepts, and establishes a unique brand impression and emotional connection in the hearts of consumers.