One, in the past to the name of the rose fragrance, today's hold only "rose" name
Born in 1935, Lanc?me, is now 83 years old. Starting from rose perfume, to today's full range of cosmetics, Lanc?me, a grandma with a "rose" logo that has been around for centuries, has sought out the popular freshman Wang Junkai to be its makeup and perfume ambassador in the Chinese market.
While we are still indulging in the illusion that even the biggest international brands are trying to curry favor with the Chinese market by getting endorsements from young celebrities, these big international brands have gone further than we thought.
Lanc?me was one of the first luxury brands to implement IP, 80 years ahead of us.
In the founder Amanda Purdy let the helm of the beginning, Lanc?me brand will refer to the central France on the banks of the Luwaka River on a castle called LANCOSME (LANCOSME), to create a brand IP.
Since the castle is surrounded by planting full of roses, gave Amanda Purdy inspiration, Lanc?me wherever you go, from the actual scene to the advertisement, from the advertisement to the packaging, must be in full bloom with that long stalks and short leaves, The long stemmed, short leafed, round stamens and curved branches of the rose are in full bloom wherever Lanc?me goes. For different types of products, also in different colors to embellish.
Today, who still remembers the fragrance of roses on the banks of the Loireca River in France in 1935? Who still remembers the delicate and graceful roses of the Castle of Lancaster Curtain?
What we can remember is the Lanc?me Rose logo, and the symbolism that Lanc?me Rose has given to these bottles and jars.
The fact that the "real" Lanc?me Rose is kept in a vault doesn't stop the world from equating the rose with Lanc?me, which has mastered the symbolism, the definition and the iconography of the rose.
I'm not at all surprised to see Lanc?me endorsed by the popular young man Wang Junkai. This is Lanc?me's usual strategy, transferring the "delicate" from the rose to a more graphic young star, always defending the "rose" in the hearts of consumers.
(Who says an old cow can't be a cow when it eats young grass? Moo! Moo! Moo!)
Second, young people are becoming the product teachers of the elderly
The elders are honored, the virtues are honored, and the teachers are honored, which are the core elements of traditional Chinese culture.
When the Chinese society from closed to open, in the rapid social and cultural changes, in different sectors of the population have appeared in the Chinese "cultural feedback" phenomenon.
Before the Internet, the younger generation often appeared as "disruptors".
The divide between the two generations was particularly pronounced then. Parents emphasized traditional values such as "thrift and frugality" and "having a child is the most important thing", and young people advocated free ideas and new things to form a strong confrontation, conflict, struggle, and ultimately, in the bruises in the distinction between the best and the worst.
During the period of Internet popularization, the younger generation appeared as the "Beat Generation".
If before the Internet, it was a "battle of artifacts" such as jeans, cosmetics and high-end food, after the Internet became popular, young people began to fight for the right to speak through the Internet, a "battle of the Tao".
Not only do children want to fight for what is right and wrong, adults also want to fight for what is right and wrong, and if they don't occupy the high ground of public opinion, others will.
The way of cultural transmission is beginning to be blurred or even subverted, and the "father as the son's principle" style of education has turned into a family in which the younger generation always transmits market-related skills, attitudes, preferences, values and behaviors to the elders. Fraudsters always arm themselves with the weapons of new age thinking and then scam the middle-aged and the elderly. Middle-aged and elderly people are also beginning to gradually understand that if they don't learn from the younger generation, sooner or later they will be cheated out of even their coffin money.
The Internet has grown up, and the younger generation has appeared in the image of "Buddha"
When the golden age of "struggling to be successful" gradually came to an end. Young people are covered with enormous pressure, on the one hand, there is no place to hide in the big city, can not afford to buy a house that can easily be 2 million;
On the other hand, a small couple to support the four elderly and two children (two children), the poor can not afford to give up, can not afford to raise the rich. A part of the "realized" young people refused to "dedicate" for the society (imagine how many economic industries are supported by raising children? How many jobs have been created?)
These are the first time I've ever seen a person who has been in the world for a long time, and I'm not sure if I've ever seen one.
Some products beyond the purchasing power of their own class began to appear in their lives, they became the "spiritual middle class", a strong follower of high-end cosmetics. Some of them no longer want to have children or even get married.
Since they don't want to invest in future generations, they should invest in themselves. It's hard to save a multi-million dollar house and leave it as an inheritance to a relative who can't afford it without spending across classes.
From then on, they began to become the purveyor of nagging from well-known brands, reverse education of middle-aged and elderly people how to distinguish and use the high-end brands, see a doctor, buy buy buy, say goodbye to those high-priced "health care products" salesman.
Three, young people and the taste of the elderly are merging
Through the enlightenment of the 70s, the advocacy of the 80s, the 90s lead by example, the 00s with the old with the fun. 90s, led by the "old man and old lady", can finally completely free the wallet, and enjoy to replenish the former "abstinence". The "abstinence" life, last year's double eleven national e-commerce channels on a single day consumption of more than 500 billion, just a social microcosm.
In fact, many middle-aged and older people are slowly coming to terms with an increasingly technological world, while young people have inherited many traditional values.
While there are still differences in cosmetic consumption by age group, the overall trend is one of generational integration.
Four, young people do not imagine "rebel", they also need social belonging
The so-called young people's "rebellion", but is to follow the crowd and individuality to maintain a balance between the self. The group that adheres to the traditional culture of filial piety and saves money to support the family, there is no shortage of young people; the group that completely lets itself go, brushes a million online loans a month, and calls for the stars with their lives, there is no shortage of middle-aged and old people.
Whether young or old, all the personality displayed according to the age group is relative, and ultimately located in a consumerized label "group", to recognize and face the real self, is absolute.
In a sense, the richness of consumption is not based on the division of wealth, but in the concrete communication between people, without the circle of friends, high consumption loses half of its meaning.
So why do middle-aged and elderly cosmetic brands need to be rejuvenated? This still need to ask?
Do you expect the future of the elderly willing to be elderly?
Surely it's to look to the young.
Do you not see the group of square dancers wearing the "fashionable dress" that they wanted to wear when they were young but didn't dare to wear?
As long as the Chinese market is stable and not turbulent, the taste of young people and the middle-aged and old people will only become more and more convergent, the future market positioning, age is no longer important, the label outside the age is more important.
------
I am Fortune, an observer of social phenomena/media person in the daily chemical industry/marketing science writer/heavy spiritual middle class. Obviously can rely on talent to eat, but want to rely on face value. Thank you all bosses for your support!