Once again, underwear endorsements were controversial.
Editor’s note: “Interest Research Institute to” micro-channel public number from the article (ID: SocialTouch2020), Author: interesting time.
This year, the topic of female self-awareness awakening should be considered a hot topic.
Why do you say that?
On the one hand, gender topics related to Yang Li’s talk show are frequently controversial. On the other hand, brand marketing focused on women’s topics this year also accounts for the majority, but it is basically a special expression for a certain group. The most obvious area is the underwear market.
Of course, the female self-awareness we are talking about is not a topic of sexism, but from the perspective of women, what kind of attention women want to get, which emotional resonance or just want to get a talker, Confide in.
Recently, CK officially released Liu Yuxin as the spokesperson for CK underwear. This release has caused a lot of heated discussion.
Data source: Trend Insight Engine
After the dispute, we can also see a series of official explanations for this endorsement. (Although they are all captured by fans…)
Picture source: Weibo public network screenshot
However, we can see that the point of controversy is nothing more than the suitability of Liu Yuxin’s endorsement and the scale. For brands, controversy is a good thing. It means that consumers have seen it and caused a certain degree of topicality. This is a level, but the brand does not just want to get topical popularity through spokespersons, and choose matching with spokespersons There are also certain considerations in the above, and behind this is the expression of brand attitude. In fact, the relationship between the brand and the consumer belongs to mutual attraction and mutual discovery. The attitude of the brand is like this, which means that this group of people can attract the same concept orThe person recognizes your consumers.
Picture source: CK official Weibo release network screenshot
Going back to this endorsement marketing event itself, we can see that unlike traditional underwear marketing, CK has chosen a very “alternative” spokesperson, which is very different from the traditional aesthetics of the masses. As a newcomer, Liu Yuxin has been labeled as “neutral style” since her debut. She is a non-traditional image of a girl group. She is neither sexy nor charming, but on the whole, she is handsome and beautiful. From a contemporary aesthetic point of view, she should be an artist who represents a genderless image. This comprehensive quality has indeed broken the netizens’ original understanding of the underwear market to a certain extent.
Picture source: Jiguang official release poster
In addition to the CK underwear spokesperson, it is interesting to discover that Liu Yuxin has cooperation with many brands, such as dior China skin care friend, MAKE UP FOR EVER Asia Pacific brand ambassador, black toothpaste brand ambassador, Dove brand ambassador, Nongfu Spring TOT The spokesperson of the bubble drink, the spokesperson of the Siweishi collagen series, the first brand spokesperson of EZVALO, the brand ambassador of Penfolds, etc. In these brand cooperation, we can see that many commonalities are conveying independence, confidence, elegance, health, etc. , Weaken the color of gender.
