It's not easy to be a supermodel [Comprehensive British American American Entertainment]

The official name of the new joint foundation color number is "Honey". Although it belongs to the dreammattmousse series, it has its own independent name - "LetitiaXMaybelline", which is a condition added by Martin and Tina a long time ago when negotiating - Jean Lai Letty's name is placed in the front, which seems to have no effect at first glance, but in fact, it subtly implants a concept to the public all the time-this cooperation is led by Letty, and Maybelline is the cooperating party.

The biggest feature of "LetitiaXMaybelline" is the same color number as Letitia's skin tone. Although it is one of the color numbers of dreammattmousse, Maybelline claims that this one is more durable than other dreammattmousse foundations, and it is an upgraded version. Release of.

The headquarters of Revlon.

As Maybelline's most powerful direct competitor (L'Oreal and Maybelline belong to the same group), Revlon has been paying close attention to them since Letty announced the cooperation with Maybelline on "Ellen Show".

It is unprecedented for Maybelline to launch a joint product with a supermodel this time. Different brands often cooperate across borders to launch joint products, which is called collaboration (joint multiplication cooperation), such as the light luxury fashion brand Off- White has cooperated with the sports brand Adidas, as well as the fast fashion brands ZARA and LV. The meaning behind it is naturally to stimulate consumption. It is very attractive to ordinary people to buy affordable luxury brand products at mass prices.

If it is said that Maybelline is cooperating with a singer, they will not be surprised at all-if they want to make money, the first choice of those brands is usually to cooperate with a singer, using the singer's fame to attract more consumers, and even It is normal to attract potential consumers, because singers have a wider audience and greater appeal, so they are very suitable for cooperation with mass brands like Maybelline.

But a model?At first, Revlon was very skeptical about whether they could make money, because so far, I have not heard of any cosmetic brand and model launching a joint product. Brand favorability, to achieve a win-win effect.

Can Leticia Lopez help Maybelline achieve this goal?Revlon has reservations about this. She must not be able to compete with singers in terms of popularity. Models are not a profession of "selling" themselves. As a celebrity, even if she has 300 million followers on Twitter... oh no, it's almost 400 million now, doesn't it mean that they will all buy it? !Moreover, the color of this foundation is so dark that it is not suitable for women with fairer skin, which has already screened out some people.

However, after watching the reaction of the outside world to "The Ellen Show", Revlon really began to pay attention to the cooperation between Leticia and Maybelline, because Leticia is indeed a topic of extraordinary, casually on the hot search, It's not something ordinary people can do to make headlines on the entertainment page. With her around, she really doesn't have to worry about publicity.

Because of this, although Revlon itself is not optimistic about this cooperation, just in case they made a small stumbling block secretly, hoping to use this to hit Maybelline, or in other words, they are really afraid that Maybelline will succeed this time.

"The first day's sales report should come out, right?" The middle-aged woman sitting in the office raised her eyes and said to the young man who opened the door.

"That's right." The man replied, closed the door gently, turned around and brought out a report with a strange look in his eyes.

"tell me the story."

"It is reported that the first-day sales of 'LetitiaXMaybelline' are... yes..." The man opened the report, he looked at the woman's face desperately, swallowed a mouthful of saliva under the dissatisfied eyes of the woman, and continued to read: "260 How much..."

"More than 260 million?!" The woman's flat expression could not be maintained the moment she heard the number.

What kind of concept is it to have sales of more than 260 million US dollars on the first day?The price of the foundation is eight dollars a bottle, that is to say, more than 30 bottles were sold in one breath yesterday? !

If this is not specific enough, let’s make a more specific analogy—when Maybelline launched the dreammattmousse foundation series, the sales on the first day were just over 200 million, but you must know that the entire series of dreammattmousse has a full nine color numbers, and " LetitiaXMaybelline” is only one!

This... is simply unbelievable!

In fact, when Leticia was personally exposed by Tony Stark about this sensational scandal in the United States yesterday, she expected that her foundation would explode, but she didn't expect it to explode to this extent!

After calming down a bit, the woman opened her eyes and asked, "Where's the distribution?"

The man immediately understood what she was asking, and turned the report to the next page, "More than 30% of consumers are from the United States, 20% are from Southern Europe—mainly Spain and Portugal, and nearly 40% are from..." His eyes widened, his voice rose a few degrees, "South America?!"

The woman sneered: "Of course, that girl is Latino."

The proportion of South Americans is Latino is very high. The blood of South Americans is very complex. Most of them are mixed races. Mixed race countries account for more than half. The most obvious feature is that their skin color is generally darker and healthy. Wheat or bronze, South American women are the most suitable group to use this foundation, because it suits their own skin tone.

South Americans still have a high degree of favorability for Leticia. Apart from their close skin color and ancestry (mother Isabella is Uruguayan), Leticia took herself as an example and promoted "dark brown skin" to the world. Very sexy, not inferior to white skin" This concept has made brown skin more and more respected, which is undoubtedly a patina on the faces of South Americans.

There is no doubt that this is the chain effect brought about by the scandal!

You know, before Tony Stark threw out this shocking melon, the data analysts in the cosmetics market all predicted that the sales of this foundation would be mediocre, and the performance in the first week would not exceed 300 million. This is already a very optimistic prediction. , but now the number is almost broken on the first day alone...

The popularity feedback brought by the exposure rate is closely related to the sales volume. Whether a product sells well depends not only on its own quality, but also on how well the publicity is done.

No matter how good the quality of the product is, it is useless without publicity because no one knows about it, and no one will buy it if no one knows about it. Some products are of average quality, as long as the promotion and packaging are done well, many people will buy them.

In the past few days, Letty’s exposure rate has been terribly high. Every newspaper and magazine has her portrait. More than half of the most popular articles on gossip websites and forums are about her. It’s an exaggeration to say that the whole of the United States is paying attention to her. Gossip with Tony Stark and Bruce Wayne.

And the scandal was revealed on the day when the foundation was officially released, so newspapers and magazines would definitely report on this incident briefly, in disguise, they were helping Maybelline to promote it for free—a national publicity.

Now, even people who didn't know Letty knew who she was—some newspapers used her name in their headlines, some used "supermodel" instead, and some used "Iron Man" instead. Gossip Girl" to write about her.

The media has several guidelines when choosing headlines. First, it must be simple and easy to understand, so that people can roughly understand the content of the report at a glance; Most readers can understand pronouns to address him, for example, when Letty was not famous, she was a "newcomer in the fashion industry", "Latin female model" and "Victoria's Secret Angel", etc., but now the media rarely do this Call her, usually with her full name.

However, when the report rises to a "national" level (few people in the United States do not know Iron Man), considering that people who do not follow the fashion or entertainment circles may not have heard Letty's name, or even know that she is a Models, some media have taken the most direct and rude titles, such as "supermodel" or "Iron Man's rumored girlfriend" - do more people know Iron Man, or do more people know Leticia Lopez?The answer is naturally without words. Most Americans will have a general understanding when they see "Iron Man's Gossip Girlfriend".

The man peeked at the woman's expression, and continued: "Analysts predict that after this week, sales will drop by about 40%, or even more."

Product sales are different from movie box office. The movie will be released, but the product will not. It will always stay on the display shelf, unless there is something wrong with the product itself and it is taken off the shelf or replaced by a new series. , but that won't happen for at least the next two years.

So the product is fighting a protracted war, looking at the long-term trend of sales, but it has one thing in common with movies, that is, both sales and box office will reach their peak in the first week, and then maintain a healthy small decline.

The woman pondered for a moment, then suddenly remembered something, and asked, "How is Armani's performance?"

"Armani..." The man thought for a while, "Looks like he reported 700 million yuan last week?"

They were all silent, Armani was killed by an open-shelf makeup brand in an all-round way...

But if you think about it carefully, such terrible sales are all due to the scandal, so after the popularity of the scandal subsides, the sales will naturally drop. The follow-up force of this product that became "an instant hit" due to the scandal should not be good.

The woman muttered to herself: "No matter what, Maybelline really shocked the entire cosmetics market this time..."

……

But they were once again disappointed, because in the following week, the sales of foundation fell by only about 20%, far less than they predicted.

The total sales volume in the first week was 400 million, and on the first day of the second week, the sales volume remained at the level of 180 million, and then broke their glasses.

reason?That's because Letty and Martin's strategy worked.

Letty previously suggested that fans should start with the word-of-mouth of the product, so Maybelline has sent a lot of free trial products to beauty bloggers since the sale, inviting them to try the foundation, and then publish a trial article on her blog And comments, and most of the beauty bloggers have made good comments, they confiscated Maybelline's money, they just think that at this price, the cost performance of the foundation is really good.

Maybelline's "spreading net" soft publicity has been successful. After reading the comments of beauty bloggers, people have an idea-this foundation is really used by many people, out of herd mentality, and the foundation The price is so ordinary, it is not easy to use and does not feel distressed, it is not a loss to buy a bottle and try it-most people think so.

Secondly, Letitia herself launched a beauty challenge, everyone can participate, just use "LetitiaXMaybelline" foundation to make a copy of her makeup, then take a photo and upload it to Twitter and tag #LetitiaLopezInspiredMakeup# (Letitia Lopez imitation Makeup) tag, she will choose the photos she thinks are well-made and forward them.

It is still very attractive that your own photo will appear on the Twitter of Leticia Lopez, a supermodel with 300 million followers. Many people, whether they are beauty bloggers or ordinary citizens, have participated in this challenge and set off a wave of excitement. There was a burst of "fake makeup trend", and the "LetitiaXMaybelline" foundation as the protagonist naturally attracted the attention of netizens.

Hilariously, even Letty's football buddy Goodie took part in the challenge, posting a video of himself on Twitter with a make-up - which can't really be called "makeup" because he basically just put makeup on his face Graffiti, the final result does not have any shadow of Letty, but the funny effect is full, which has attracted the attention of fans in Spain and football.

Leti knew that Guti was doing this to help her publicize, which meant apologizing. Guti had always felt sorry for her innocent reputation as a "third party".

The repeated praise of foundation has increased consumers' confidence, and the topicality brought about by the beauty challenge has kept its popularity high, because various soft promotions have kept the sales of foundation at a healthy small decline.

Even the "New York Post" described it this way-"a small miracle brought about by Leticia Lopez".

But for the general public (people who eat melons), how well the foundation sells has nothing to do with them, they just want to know the truth about the scandal!Is Leticia dating?If so, with whom? !

Everyone was expecting Leticia herself to show up and give an explanation, but she just disappeared at this time. Every day, paparazzi guarded the neighborhood where she lived, but they never found her.

Well, even if Leticia is gone, there are still Tony and Bruce, but the three of them disappeared collectively as if they colluded beforehand!

Just a week after her disappearance, Leticia's twitter has become active again.

On December [-], she posted a tweet on Twitter, without any accompanying text, only a photo.

A photo that can be said to have caused a sensation in the United States.

In the photo, the dark-haired beauty is hugging the brown-haired man's waist intimately, her pursed lips are kissing his cheek, the corners of the man's mouth are raised high, and his eyes are full of "Stark-style" arrogance, which is different from the past Unfortunately, this time there was a little more pampering.