These applications are an opportunity for brands of beauty, fashion … to promote their products through the various tools present on the market.
DIGITAL: A LOGICAL EVOLUTION OF THE MORES OF CHINESE SOCIETY
It’s confusing to see how much the internet and technology devices are pacing our lives. In a few decades, consumer behavior has changed, especially with the integration of connected objects in our purchasing process. Consumers are increasingly aware of the business environment that surrounds them.
In China, the digital sphere plays a very important role on a daily basis. It has become a set of digital ecosystems adopted by all and used in everyday life to inform, share, buy …
The cult of beauty and appearance prevails in the Middle Kingdom. More and more women resort to various artifices to meet certain standards of beauty: pale complexion, eyeshadowing, smooth skin, V-shaped face. It is not surprising that appearance has become a real business that reported in China all the more as it generally defines social status.
The business of Chinese mobile applications was therefore made quite naturally as at Wechat, the number one application in China. Remember, we have already written a lot of articles like ( here and here ) on Webmarketing & Co’m to talk about the Chinese Super App.
For luxury and beauty brands, these mobile applications are therefore an effective way to reach their target customers digitally and develop their reputation and brand in the country. Some brands like L’Oréal are already sailing this new trend.
FASHION AND BEAUTY CONNECTED IN CHINA
More than 700 million Chinese people connect via their smartphones and use mobile applications. For example, photo retouching is an application generally used by a large majority of them to be able to appear at its best.
Yu Feng, a professor at Jiaotong University, said that “Chinese society has gone from a face-to-face communication to a communication mainly carried out via the internet. Appearance is just as important virtually as the real physique. “
To help you better understand the Chinese digital world , here are the five beauty applications mainly used in China. You will understand at the same time how certain brands are already surfing on these advertising opportunities for the promotion of their products.
Meitu , which means “Beautiful image” in Chinese, is an application used by more than 450 million Chinese. It is already valued at over $ 4 billion and is considered the Leader application in the country.
This photo editing application corrects physical imperfections and offers a real virtual makeup. Meitu also allows you to edit image filters as with Instagram and add stickers like via Snapchat. What makes its strength is to propose, as said before, a facial correction tool enabling, for example, to enlarge the eyes, to make the complexion paler, to bleach teeth, and so on.
The company also offers several other applications similar to Meitu, such as MeituPic, Meipai, SelfieCity, BeautyCam, BeautyPlus, BeautyPlusMe, Airbrush and MakeupPlus, already installed on more than one billion smartphones around the world.
MARKETING CAMPAIGN :
The intercultural campaign orchestrated by Meitu through the hashtag #FacesOfFashion has met with great success in China. Indeed, the aim of the campaign was to give Chinese Internet users international content related to fashion and beauty through its Meipai application, allowing the creation of mini video and clip. It was thus possible to follow the Man collections in London, including interviews with fashion influencers like David Gandy and Eva Herzigova and access to the backstage of the event.
Thanks to this campaign, Meitu has reached more than 100 million users and plans to develop this concept in other cities such as Paris, Milan or New York.