On the Internet, there has been a popular saying for a long time - appearance is justice. Especially in the entertainment industry, appearance is traffic. In the past, brands have also attached great importance to "appearance" and "traffic" in selecting spokespersons, but with the change of everyone's concept, many brands are no longer only "appearance" in the selection of spokespersons.
When the brand marketing strategy gradually shifts to reducing costs and increasing efficiency, it is becoming more and more cautious about the choice of celebrity endorsements, paying more attention to the continuous empowerment of works and the long-term shaping of brand power than short-term data popularity. More and more powerful stars have become the objects of cooperation among brands.
Recently, Fuerjia officially announced the new brand ambassador Ren Suxi, which caused heated discussions in the industry.
Ren Suxi, who was born as a drama actor, has the biggest label of "powerful", and his works have a high degree of popularity, are low-key, and rarely receive widely. Neither traffic nor flowers, why is it favored by the head domestic beauty brand?
Erjia Ren Suxi
Don't rely on appearance, beauty is free for me
On February 21, Fuerjia released a suspense poster on the official Weibo, previewing the brand ambassador who will be officially announced. This routine is the same as before, but it still sparked heated discussions among netizens. Because of her very recognizable appearance, she was quickly recognized as Ren Suxi, and some netizens even joked: You might as well report her ID card directly.
In the entertainment industry, the least scarce thing is the appearance of actresses. Ren Suxi never relies on her face, but she still frequently "brushes her face out of the circle", and some people even describe her as a "terrible existence".
As an actor, she was praised by the audience as "sitting and acting can become a god". Whether it is the free-spirited Zhang Yiman in "Donkey Gets Water", the fierce and venomous Ma Jiaqi in "The Nameless", or the ...... Fang Yinuo licking calves in "Dear Child".Each character is deeply rooted in the hearts of the people and has a unique vitality.
She is not a professional singer, but every time she plays a play, she sings a popular song: "I Want You", "Hu Guangsheng", "Wang Zhaojun", "Years Sui" ......Many of them are written by herself. In this year's Spring Festival Gala, she even has a solo stage, "She with Pillow Light" is warm**, telling the love story of the older generation.
Many people commented on her appearance, but she never cared, but thought that it was her unremarkable appearance that allowed her to better interpret the life of ordinary people. This kind of self-confidence and calmness from professionalism, with a real and natural beauty, coincides with the skin care concept of "professional, healthy, confident and real" that Fuerjia has always advocated.
Beauty is never superficial and the same, but comes from a strong endogenous force. As Ren Suxi's poster slogan for Fuerjia said: "Being yourself will shine", "The years are slowly beautiful and free me". What Fuerjia wants to express is not only the efficacy of the product, but also the brand's understanding and proposition of female power and female value.
Brand ambassadors are the "face" of the brand, and when the beauty brands that pay the most attention to appearance no longer take appearance as the only criterion, Fuerjia has proved with practical actions that the brand narrative that truly starts from the perspective of women is no longer an empty slogan.
And Fuerjia joined hands with Ren Suxi to convey much more than that.
R&D stands
Interpret the "skin care powerhouse".
Zhang Liguo, chairman of Fuerjia, once said: "Oriental beauty is from the inside out, and the beauty of national self-confidence is even more important." If domestic beauty products want to tell the story of oriental aesthetics well, they cannot have national style element design, how to create products more suitable for Chinese skin type, relying on independent research and development technology to improve product strength, is the core key.
As a domestic brand, Fuerjia has always taken "R&D standing" as the brand background, constantly promoted the upgrading of the R&D system layout, actively laid out independent R&D, and consolidated the brand cornerstone with strong scientific and technological strength, which is the "powerful" story that Fuerjia really wants to tell.
In order to narrow the gap with the international market as soon as possible, Fuerjia adopts the R&D model of "self-research and spontaneous + internal and external collaboration" to enrich its own R&D team, and at the same time integrate cutting-edge basic research resources such as external universities and scientific research institutes to build an industry-university-research chain, continuously proportionate R&D strength at the raw material end - technology end - formula end, and commercialize the research results.
On the raw material side, Fuerjia has established a joint R&D laboratory with Shenzhen Shanhai Innovative Technology and Harbin Institute of Technology (Shenzhen) Nobel Prize Laboratory for Intelligent New Materials, specializing in supramolecular "intelligent" assembly technology. At present, a number of application technologies have been explored, such as supramolecular eutectic strengthening technology, NADES directional extraction technology, and superconducting synergistic permeation promotion technology. By controlling the process of molecular self-assembly, these technologies can modify natural functional raw materials to reduce irritation, enhance solubility, improve functionality, promote permeability, improve stability, etc.
In terms of technical reserves, Fuerjia cooperated in the design, construction, expression, performance testing and fermentation and extraction process development of recombinant human fibronectin and recombinant human elastin. Fuerjia also carries out industry-university-research cooperation projects with Northeast Forestry University, Jiangnan University, Sichuan University, Kunming Institute of Botany, Chinese Academy of Sciences and other universities and research institutes. The cooperation includes the research and development of supramolecular materials, the research of new plant extracts, and the upgrading of product processes and formulas.
When many brands are still using foundries, Fuerjia has realized the whole process of independent production from raw materials to finished products, effectively expanding the quality potential energy brought by independent research and development. In 2023, Fuerjia will spend 1 billion yuan to build a North Beauty Valley industrial base integrating production, marketing and research and will be officially put into use, with 8 fully automatic production lines, with a daily output of 1 million stickers, and the products need to go through four tests from the source to the factory, including clinical testing, efficacy testing, safety evaluation, and under different environmental conditions, product stability, packaging material compatibility testing, and passing ten safety checks, and finally delivered to consumers to fully ensure product quality. At the same time, the base will also attract beauty industry-university-research projects from all over the country, enhance information interaction and industry communication, and guide the industry to continuously broaden the boundaries of scientific research.
Nowadays, Fuerjia not only focuses on the in-depth creation of sodium hyaluronate and medical dressing products, but also continuously expands the product line and builds a rich and diverse product matrix. In addition to the largest single products, it has also launched more than 40 kinds of functional ** care products such as water, essence and lotion, spray, freeze-dried powder, etc., in a variety of forms, covering moisturizing, acne, whitening, soothing and repairing and other comprehensive effects to meet the diverse needs of users.
Product power is the best natural traffic of the brand, and technological innovation is the underlying logic of the power of domestic beauty products. In the past, domestic beauty products could only be "replaced by big brands", but now the domestic brands represented by Fuerjia no longer blindly follow the "beauty doctrine" of others, but take research and development as the primary productive force, not only removing the "low-end" and "OEM" labels, but also stepping out of the practice of "Oriental beauty".
In the entertainment industry, whether it is "appearanceism" or "strengthism", it can be favored by the audience, but in the beauty industry, it is not feasible for brands to "get out of the circle" by relying on "appearance" alone, and "strengthism" is the last word.
Since its establishment, Fuerjia has attached great importance to the shaping of brand strength, and has performed well in R&D, science and technology, and product strength, so it has gradually gained a firm foothold in the fiercely competitive beauty market and achieved a breakthrough.
In the past, domestic beauty products could only be "replaced by big brands", but now domestic brands represented by Fuerjia no longer blindly follow other people's "beauty doctrine", but step by step out of the practice of "Oriental beauty".
This is the "powerful" story that consumers want to see the most.