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

When Mark leaned forward, ready to listen to Martin's "conditions", the corners of his mouth suddenly turned up, and the subject changed, revealing a sly smile.

"——Before talking about this, let's talk about how much money Letty makes."

Mark scolded him secretly in his heart, this old fox!It's the most annoying to say half and not to say half!

He murmured, "What does this have to do with me?"

"I have a close relationship with you." Martin lifted his glasses, "Do you know the sales of her joint foundation with Maybelline?"

"I hate you, Martin." Mark put on a look of disgust, "Can't you finish the sentence at once?"

This time it was Leti who spoke, and she said with a smile on the corner of her mouth: "Sometimes I don't like him very much, so let me tell you—as of last week, the total sales of foundation products are ...forty-seven million dollars."

"Forty-seven million?!" Mark's voice was raised in vain, and the shock in his eyes showed disbelief.

The foundation has been on sale for more than two months, and the sales in the first month are the most amazing, but as time goes by, the decline is getting bigger and bigger, and the next month is not even half of the first month, and market analysts estimate that the sales of this month Probably only one-third of the first month.

But 700 million? !Don't forget that this is not the sales of Dreammattmousse's entire series, but the sales of single products!The sales of a single product alone have surpassed the entire series!

Don't blame Mark for being so surprised, because the sales are a bit... no, it's very abnormal, just look at Armani - Armani's new foundation became the hottest foundation of the year when it was first launched , if it weren't for the birth of Maybelline, Armani would undoubtedly be the most popular base makeup product in the second half of 2006. Even so, their current total sales are less than 3000 million, which is far behind Maybelline.

Mark didn't pay special attention to the cosmetics market, because LV didn't focus on cosmetics, but just from the figure of 700 million, he knew how ridiculously high it was - this was one-fifth of LV's annual sales !

Although the price of LV is so high, in fact, luxury brands are really not as profitable as everyone imagined. In terms of making money, luxury brands can't compete with commercial brands.

However, Maybelline was originally the leader in the US cosmetics market, accounting for nearly 30% of the US market share, but even so, the sales volume still shocked the entire cosmetics market under the premise that the product was judged to be uncertain before the launch. Glasses.

The "New York Times" analyzed that there are three main reasons why the sales of the foundation are so amazing: one is the influence of Leticia himself. On the day the foundation was released, Tony Stark took the initiative to reveal their relationship to the paparazzi, causing a sensation. All over the United States, this news was on the front pages of major media and websites, and was wildly discussed by netizens. Driven by the scandal, there is no reason why the sales of foundation should not explode; another reason is that there are too many sales channels for foundation and It’s so convenient, which is what Maybelline has done very well—Maybelline has chosen the most penetrating supermarkets and convenience store chains, which are everywhere in every corner, which increases the convenience of consumers’ purchases—allowing consumers to shop at You can buy Maybelline products anywhere.Although large-scale shopping centers and department stores play a relatively high role in enhancing brand image, they are far from being able to meet people's demand for popular brands due to insufficient penetration.

In the end, it was a victory in publicity. Before the official launch of the foundation, Maybelline launched a publicity campaign, and the investment in advertising was unambiguous at all.

As an effective means to increase brand awareness and loyalty, advertisements are highly valued by cosmetics companies, and more importantly, consumers in the cosmetics market are also the group most likely to be affected by advertisements.Just open a fashion magazine or turn on the TV and you can see Maybelline advertisements, which gives consumers a preliminary impression and understanding of the products and increases their confidence in purchasing.

Another point that cannot be ignored is that the price of foundation is very close to the people and is generally accepted by the public, which is also an important part of increasing their consumption desire.Although Maybelline is becoming more and more popular in terms of price and channels, consumers have not reduced their loyalty to Maybelline because of its well-maintained brand image-strong and pervasive publicity methods, and a popular spokesperson.

As for the first batch of share, it was allocated to Letty's account last month. 15% of the share may not seem like much, but when the base is large, this amount is definitely very considerable.

The sales volume in the first two months was about 900 million. Looking at the extra 500 million in the account (the less amount has been taxed), Leti laughed from ear to ear, and felt like a little girl for the first time. The taste of a rich woman, she couldn't help showing off to Tony. Of course, she knew later that she was humiliating herself, because let alone 500 million, 5000 million was nothing in his eyes.

"Speaking of the perfect Pauline, let's talk about her other endorsements - Versace, Gucci and CK." While Mark was still digesting the news, Martin continued, "Then I'll make a long story short. I've heard a little bit about it, and I'm not in a position to disclose the detailed figures, but I can tell you that since Letty became the global spokesperson for Versace, the brand's turnover has increased significantly—especially the two major categories of perfume and handbags Women's commonly used products, although there is still a long way to go to make a profit, this is no longer an impossible task."

Martin took another sip of red wine to re-moisturize his throat, "As for Gucci and CK, I don't have a business report yet, but I can also tell you some market reactions - the visits to the official websites of Gucci and CK come from advertisements. Since it was put into the market, it has risen sharply—by "significantly" I mean more than double, and the product she endorsed has the highest inquiry rate among all products. As for related search keywords, like 'CK- Leticia' is also rising in Yahoo's trending search rankings, and the response to everything has been very positive."

"So?" Mark finally couldn't help but said, "You spent a lot of time talking about data with me, don't you just plan to tell me that Leticia is a hen that can lay golden eggs?"

"This is exactly the point I want you to know." Martin smiled slightly, and folded his hands on the dining table. At this time, Letty also put down the water glass, smiled at the manager, and then stared directly at Looking at Mark, he took the words of the agent: "Because, we plan to develop my personal brand."

A personal... brand? !

The art director of LV frowned. He is not unfamiliar with this concept at all, because his brand of the same name, Marc Jacobs, is his personal brand. Therefore, he has a very clear understanding of everything about creating a personal brand—process, difficulties, and methods. Thorough understanding.

But a model looking to develop a personal brand?This is something unheard of!

Martin nodded, staring at the male designer with serious eyes, and his voice was accompanied by a hint of bewitchment: "Our condition is that as long as you agree to let Letty become the full-line spokesperson of LV, you will set the price for the endorsement fee, and you will own the brand. 20% stake."

……

"Do you think Mark will say yes?" Letty leaned against the door of her hotel room. "In exchange for a chance to become a shareholder of my brand? I really don't see the appeal of that."

"'What's attractive'?" Martin gave her a deep look. "It seems you don't know anything about yourself."

Letty said: "Don't talk about Mark, even I understand that co-branding with a brand and developing my own brand are two different things. If the foundation sells well, it doesn't mean that my own products are selling as well. Consumers have confidence in Maybelline, not Have confidence in me, how can Mark not understand this truth?" She sighed again, "You let me believe in you, but I don't even believe in myself..."

Martin threw the cigarette butt into the ashtray on the trash can, "I have tested him before, implying to ask him if he intends to cooperate with you again, and he also expressed a certain interest, in my expectation, the latest will be the next You will become the spokesperson of LV's main line again in the first quarter, and now we are just advancing this matter and changing the main line to the full line."

"...'Just'?" Letty questioned, "Isn't the difference between the two too big?"

The difference between a full-line spokesperson and a global spokesperson is that the former represents the product, while the latter represents the image of the brand. The advertisement of the global spokesperson will be screened all over the world, but the advertisement of the full-line spokesperson may only be screened in a local area, which is not as extensive as the global one. Spokesperson.

However, blue blood brands rarely find global spokespersons, because this is equivalent to bundling the brand image with the spokesperson, so that the brand image is limited to the spokesperson. been greatly implicated.

Moreover, a big brand like LV does not need to hug the thigh of a celebrity, but the thigh of a celebrity, so I have never heard of a blue blood brand looking for a global spokesperson.

"As long as he intends to sign you again, it is not difficult to persuade him to change the main line to the full line." Martin said, "I have known him for so many years, I know his character, I dare not say that this chip will be 100% To lure him into fishing, but it must be worth a try. But you have to be mentally prepared, that is, the endorsement fee will not be too high, or even a little low."

"Besides—" the agent smiled at her, "How can I live up to your trust in me?"

……

"You told me that you plan to develop your personal brand and allow me to become a shareholder? But this is just a fantasy right now?" Mark frowned even more, "To be honest, I have no objection to the mainline endorsement, since I can give it to you once, so I can give it to you a second time, I know you are an excellent model, you definitely deserve this opportunity—but the full-line endorsement? Please, you are not going to plan to be empty-handed wolves!"

Martin just smiled, "If you are interested, I can send you a detailed and specific development report later, and you can think about it after reading it."

He knew that Mark couldn't help but be moved after hearing Letty's "achievements". As he said, Letty is a hen that can lay golden eggs. Whatever she endorses, everything becomes a hit; Explosive sales, this kind of influence can only be described as "terrible".

But on the other hand, Mark was also worried about Letty's ability to do business. She also said that co-branding with a brand and developing her own brand are two different things. One of the reasons why the foundation is so successful is that she has Maybelline, the leader in the cosmetics industry. Backing, but it's different when she develops a brand herself.

Simply put, she lacked a backer.

Letty has neither the support of a large family nor strong economic strength. A brand with an unstable foundation can be very aggressive once it is launched. Therefore, Mark dare not take this risk and give her a full-line endorsement for nothing.

However, as long as his confidence is increased, then things will be much simpler.

Martin's eyes flickered a few times—isn't he taking a risk?

……

Two days later.

The blond girl who Christine rushed in smiled, "Good morning."

"Good morning, Christine." Gemma looked impatient, "There are still three days until the Top 50 list will be announced. Is there any news from Leticia?"

"As far as I know, she has not received other jobs except for the cover of the Italian version of "VOGUE" and the advertisements of Chanel and YSL. We are still ahead of them in the endorsement of the whole blue blood." The female agent said with confidence, "Jia Ma, this MDC First Sister is yours now."

"Isn't there three more days?" Gemma said cautiously, "It's hard to say anything before that, right?"

"If she really signed the Blue Bloods endorsement, how could there be no rumors beforehand?" Christine said, "But you are right, there is still time left, we must not underestimate the enemy, Leticia Lopez and Martin Lex is not a soft persimmon..."

A burst of cell phone ringing interrupted her, and when she saw the caller, she picked up her cell phone and left, "I'm going out to answer a call."

Gemma was the only one left in the office. She was about to take a newspaper to read, but Christine barged in after ten seconds. Gemma turned her head, but she was met by an unconcealable flustered gaze.

"Something has happened." Christine's voice fluctuated violently, "LV's official Twitter just released a message, announcing that Leticia Lopez is the latest full-line spokesperson!"