As users' consumption behavior becomes more rational, brands pay more and more attention to connecting with users' minds. Nowadays, spokesperson marketing, as the "standard" of brand marketing, plays an important role in leveraging users' minds. In order to meet the preferences of target users, brands are increasingly considering the fit between products and spokespersons when launching new products.
Entering 2024, Adolf will launch the same new product "Peony Bottle" of the same model as Wang Yibo, the spokesperson of shampoo and hair care, Adolf Oil Control and Fluffy Shampoo Fragrance. Adolf amplifies the potential energy of endorsement and disseminates high-quality product value and content to users. This kind of high-level marketing method can not only pry the mental resonance between users and the brand, but also strongly empower the launch of new products and achieve the marketing effect of "new products are explosive products".
"Xiangyu" peony
A new solution for sensitive scalps
As the leading brand of high-end fragrance care, Adolf has continued to focus on making the longboard of "fragrance" longer for many years. This time, the "Peony Bottle" is another masterpiece of Adolf based on the brand's "Fragrance +" strategy.
Inspired by the white peony of Luoyang, which symbolizes elegance and purity, the new "Peony Bottle" captures the elegant floral fragrance while keeping the plant intact through the live flower fragrance extraction technology Scent Trek, reproducing the beauty of the smart and fresh fragrance of the white peony.
The top notes of "Peony Bottle" are bergamot, lemon, white tea and green leaves, the middle notes are white peony, freesia, lily of the valley, rose, and Sabah jasmine, and the bottom notes are amber, musk, Kashmir wood, oakmoss. The light and elegant white peony floral fragrance is intertwined with the fragrance of white tea, giving people a sense of pleasure, relaxation and inner peace, and satisfying the user's high-quality pursuit of fragrance and beauty.
In terms of the effect of advanced scalp care, the "Peony Bottle" also performs well. The product is specially researched for sensitive scalp, with a weakly acidic and mild surfactant system, and specially added sensitive skin royal surfactant - Shuangniu Amino Acid Surfactant + APG, which can carry out deep and gentle care for the scalp, and feel comfortable, mild and non-irritating when used. At the same time, capryloylglycine, together with 9 facial care ingredients, can play a role in oil control and dandruff, repair and soothe, skin care and efficiency, and moisturize the scalp in a gentle and healthy way. The product can not only solve short-term scalp oiliness, dandruff, itching, collapse and other superficial problems, but also improve scalp sensitivity in the long term and reshape the hair growth environment.
Not only that, the "Peony Bottle" has also gone through multiple rounds of consumer experience evaluation links such as Malassezia inhibition and fragrance. 96.7% of consumers agree that continuous use for a week can effectively relieve scalp problems and feel comfortable on the scalp after use, which has been highly recognized by users in terms of use experience.
Fancy co-creation
Creative marketing empowers new products
High-quality product experience is the basic plate of the brand's long-term development, and high-end excellent marketing methods solve the problem of "the wine is also afraid of deep alleys" for the brand. On the occasion of the launch of the "Peony Bottle", Adolf took Weibo as the main position of the activity, and simultaneously launched the new product co-creation activity of Xiangyu Peony on platforms such as Xiaohongshu and WeChat, and played deeply with users.
Through two creative activities, "Peony Photo Frame Design" and "Three-line Poem", the brand encourages users to express their love for Luoyang white peony through the method of design and copywriting, and collects many high-quality communication materials for new products, which ignites users' attention and discussion in the early stage of product launch. At the same time, the brand invites users to participate in the selection and awards prizes for outstanding works, which greatly increases the enthusiasm of users to participate.
Adolf will also use a series of actions to cheer up the "Peony Bottle". For example, he joined hands with Wang Yibo to officially announce new products on Weibo and WeChat, pushing the popularity of "Peony Bottle" to the top; On the e-commerce platform, Wang Yibo's new product was launched, realizing the wish of many users to use the same washing and care products as the spokesperson.
In the track of high-end fragrance care, Adolf once again delivered outstanding results with the "peony bottle". Whether it is for the sensitive pain points of the user's scalp, the pursuit of the quality of the fragrance, or the co-creation of new products in marketing, Adolf has achieved the fit between the new product, the user and the spokesperson.
For brands, new products are a new driving force for business growth. Adolf quickly "circled" users with creative and high-flying creative activities, endowed the product with a strong topicality, and solved the traditional new "difficult to drain" big problem. In addition, Adolf has deeply fit with spokespersons in product design and marketing activities, aroused user interests, and achieved "new products with their own potential energy", providing a new link for corporate growth.