There is a beauty brand, which was born ten years ago when "Chinese aesthetics" sprouted, grew up in the era of the outbreak of domestic products with a hundred flowers of cutting-edge makeup brands, and with its differentiated positioning and unique aesthetic barriers, it sat on the first place of domestic makeup on Double 11 last year.
It is the Caitang TIMAGE (hereinafter referred to as: Caitang) with the blessing of professional makeup artist IP, breaking the circle with highlighter contouring, and the new products are often praised by consumers for "new heights of beauty".
In 2024, Caitang will also celebrate its 10th anniversary, and join hands with its first brand ambassador, Chen Duling, to write a new chapter in Chinese aesthetics.
The purpose of makeup is not to use templated and popular aesthetics to correct different people, but to highlight the beauty of each person's temperament. This is the concept that Caitang has been practicing since its inception.
On the occasion of its 10th anniversary, on January 3, 2024, Caitang, a makeup brand "customized for Chinese faces" under Proya, announced Chen Turin as the first brand ambassador to jointly perform a Chinese aesthetic monologue of "simplifying the complex".
Continuing the consistent aesthetic style of "blank space", the official announcement video released by the brand uses a highly artistic lens language to gradually express Chen Duling's inner monologue of "returning to simplicity in the midst of complexity".
Chen Turin has a fresh and smart temperament, in order to reflect its characteristics to the greatest extent, in the official announcement TVC, Chen Turin's makeup is created by Tang Yi, the founder of the Caitang brand.
Only the ingenuity customization of the product can truly interpret the concept of "makeup and man". Caitang small round tube foundation, with a professional presentation of high-end interpretation, fine and non-drying, 12 hours of makeup, color without dullness, to create a light and obedient natural finish, interpreting the Chinese aesthetics of "simplifying".
The combination of Caitang and Chen Turin is not only a complete narrative of brand power + product power, but also an in-depth presentation of Caitang's continuous cultivation in professionalism, simplifying the tedious makeup steps with products, and helping each woman bloom her unique self-style.
With the official announcement of TVC as the fulcrum of communication, Caitang has further expanded its influence on mainstream platforms, outdoor large screens and other carriers, forming a three-dimensional communication of online and offline linkage, and the popularity of the topic has continued to rise.
Since the official announcement, Caitang's official Weibo interaction has reached 138w, Chen Turin Caitang's first brand ambassador The number of readings exceeded 1200 million, the number of TVC on the whole platform is nearly 1200W.
Using celebrities to strengthen the impression of the brand in the minds of consumers and enhance the brand tonality is a common way for beauty brands, but how to find an ambassador who is highly compatible with the brand and can be the icing on the cake not only tests the brand's vision, but also tests the brand's grasp of consumer psychology.
Why Turin Chen?
The brand chose Chen Turin as its first brand ambassador, not only because of her professional acting skills, but also because of her high degree of compatibility with Caitang's philosophy.
As an actor, Chen Turin has always been determined on the road of improving his acting skills. She continued to explore in front of the camera, and slowly discovered that the subtle and introverted performance method can also express the surging inner heart, and the restraint is also full of tension. As a professional makeup artist brand "customized for Chinese faces", Caitang continues to cultivate professionally, simplifying makeup steps with the "blank" makeup technique to help each woman show her unique style.
Chen Duling's exploration of performance is perfectly in line with Caitang's product concept of "simplifying the complex", "in the complex, return to the simple", it can be said that this is a two-way rush of sympathy.
In 2024, when Caitang is about to usher in its 10th anniversary, why is the first brand ambassador officially announced at this critical juncture?
Facts have proved that Caitang's selection criteria for brand ambassadors are the fit of the spiritual core and value pursuit, hoping to convey the brand's professionalism, aesthetics and attitude with the influence of the ambassador, and is not in a hurry.
In the past decade, the brand has focused on brand building, product development and marketing, and after establishing a relatively stable position, it is only at the most appropriate time to invite the ambassador who best fits the brand's tone to strengthen the brand image and achieve the maximum endorsement effect.
Counting the past, after 10 years of steady development, Caitang has accumulated a certain brand equity and stable market share, and sales and authoritative awards are the certification of its product reputation.
In 2019, Proya Company carried out systematic brand empowerment of Caitang, which is becoming the company's second growth curve, with revenue climbing year by year, accounting for an increasing proportion of the company's total revenue. In 2022, Caitang's revenue will rise by 132 year-on-year04% to 5$7.2 billion; In the first half of 2023, Caitang will continue to make efforts, with a revenue of 41.4 billion yuan, a year-on-year increase of 7865%。
During the Double 11 in 2023, Caitang won the TOP1 on the Douyin makeup list, becoming a rare domestic brand that overwhelmed many international beauty brands, and Caitang also won the first place in domestic makeup on the Tmall platform.
Douyin Tmall industry list chart.
In the first stage of Double 11 in 2023 (20-24 o'clock on October 31), compared with 2022, the GMV of Caitang brand Douyin increased by 160%+ year-on-year; Within 4 hours of the launch of Tmall, it surpassed the full cycle of last year, and the GMV increased by 150%+ year-on-year; Break through its own ceiling and usher in contrarian growth in the industry.
Caitang Double 11 battle report.
Ten years of deep cultivation, from unknown to the first domestic makeup, as the leader of Chinese aesthetic makeup brand, what did Caitang do right?
Since its establishment, Caitang has adhered to the self-consistency from the product to the brand aesthetics and then to the brand attitude. Cherish every opportunity to express, and use tangible products and consistent core attitudes to precipitate a brand narrative that truly belongs to you.
1.Polishing product power
The product is like the foundation of a high-rise building, if the product foundation is not solid, the brand is like a castle in the air.
In terms of product strength, under the guidance of professional makeup artist Tang Yi's solid theoretical technology and practical experience, Caitang continues to create products that are both practical and artistic, leading the trend of Chinese aesthetics in the industry.
It is reported that after being taken over by Proya, Caitang first made very clear changes in product positioning, avoiding fierce competition in eye makeup and lipstick, and making efforts in categories such as contouring highlighters, foundations, concealers, and primers, and anchoring "contouring highlights" to create core products.
The brand invests heavily in product research and development to ensure product quality, performance and innovation, always keeping an eye on market trends and adapting its product line to meet changing consumer needs.
Tang Yi Little Red Book.
One of the latest cases is that Caitang continues to optimize large single products, such as the Caitang three-color contouring plate, which has been ranked first on the Tmall highlight contouring list for three consecutive years, due to the different consumer feedback on the consumption of different color blocks, the brand's third upgrade has designed different areas for three color blocks, and three versions are optional.
2.Stick to the brand aesthetic
Caitang not only pays attention to the improvement of product strength, but also continues to polish the brand image to ensure the consistency of the brand aesthetic system.
As a professional makeup artist brand "customized for Chinese faces", Caitang deeply cultivates the professional route of new domestic makeup brands, follows the Chinese aesthetic concept of blank space, and shows its smart charm.
In terms of brand aesthetics, Caitang is in the same vein from brand vision to product packaging, presenting a simple and high-end new Chinese beauty.
Chinese aesthetics often emphasize natural and elegant tones, and Caitang uses the iconic cyan and warm and soft porcelain white to present a strong cultural atmosphere; The brand is also adept at using materials with traditional Chinese cultural characteristics, such as jade and porcelain, to present Chinese style with its luster and texture.
For example, the "Zhengqing" series of products adopts the "flowing jade" design in the packaging design, presenting the romance of Chinese aesthetics.
3.Convey brand attitudes
Clearly communicating brand attitudes and value propositions to consumers has become an important capability in the beauty brand-building process.
Over the years, Caitang's brand concept of "Chinese Makeup, Original Beauty" has been deeply rooted in the hearts of the people, and on this basis, the brand's marketing activities have also used "smart" and "native" as keywords to show the unique and diverse self-expression of Chinese women, thereby accumulating rich brand equity, thereby injecting vitality into the brand and forming an influence that breaks through the circle.
For example, this year's Caitang and knowyourself jointly produced "Modern People's Emotional Color*** summarizes the color preferences and emotional states of contemporary people into a book through multiple perspectives such as age, gender, generation, and scene. Use color to break the stereotyped definition and help more women discover their true and unique freedom and original strength.
In the past ten years, Caitang has continued to rise in the complementarity of product power and brand power, and has become a dazzling representative of domestic beauty. In the future, Caitang will continue to explore the development of domestic beauty and interpret more wonderful stories about "Chinese makeup, original beauty".