China's "Sweetheart Goddess" endorses 15-year mask brand

Abstract: Recently, the hit singer Wang Xinling endorsed the Mask family and launched a new "Anti-aging bionic mask". This collaboration makes use of Wang Xinling's national popularity and her gold-sucking ability with a comeback to help the Chinese brand Mask Family expand its brand voice and push it to a higher level.

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In recent years, when brands select celebrity endorsement, besides weighing the flow of stars and their ability to bring in goods, the fit between the overall image of the star and the brand image is also a key concern for companies. The chemical reaction between the positive image presented by the star artist and the brand, to a certain extent, reflects the philosophy and value of the endorsed brand, which will help expand the brand's popularity and influence. Recently, the Chinese mask brand, Mask Family seized the opportunity to spread, officially announcing the "Sweetheart Goddess" Wang Xinling as the spokesperson for the brand's mask, while fully open the online and offline linked marketing strategy.

According to the data from the WeChat official account, young female consumers aged 18-24 account for more than 80% of the online trading platform in Tmall and Taobao. Therefore, the choice of the spokesperson is in line with the positioning of the consumers. Mask Family, a brand of Shanghai Yuemu Cosmetics Co.Ltd.,has maintained an annual sales growth rate of over 200% for 4 consecutive years. In 2020, the post-epidemic era, the emerging beauty brand Mask Family started with a very eye-catching performance, a number of explosive masks continue to sell hot. Mask Family's mung bean mud mask, gauze mask and black mask performed well in the first wave of the double 11 pre-sale, with sales of the explosive mung bean mud mask exceeding 460,000 bottles, gauze mask sales exceeding 3.83 million pieces and black mask sales exceeding 4.54 million pieces in the Tmall flagship store.

In the 2021 Tmall Double 11 Festival, in the beauty subfield where the competition is white-hot, the sales of Mask Family once again broke the billion mark，representing the new brand once again among the Tmall "100 million club", becoming one of the 299 global brands whose sales broke 100 million on Double 11, and ranked sixth in the 2021 annual list of the most preferred national makeup brands by users, as announced on the official website of Userspeak.

In the competition with international brands, Chinese brands tend to be better at marketing and channel end, slightly lacking in quality and brand power building. Therefore, to strengthen the research and development end to enhance brand power, establish a brand gene different from the international brands, is undoubtedly an important issue in the development of Chinese beauty brands right now. From the official website of Mask Family, we know that Mask Family has been researching facial masks for 15 years since its establishment in 2007, and has mastered more than 30 core mask technologies so far. In these 15 years, Mask Family is the first domestic brand to develop and produce the niche mask category of mud masks, which has made breakthroughs and innovations around the core of mask care.In terms of research and development, Mask Family also actively enhances its own R&D(research&development)strength and cooperates with many top universities such as South China Institute of Collaborative Innovation of South China University of Technology, National Nanomedicine Engineering Technology Research Center of Huazhong University of Science and Technology, State Key Laboratory of Food Science and Technology of Jiangnan University, etc., to conduct in-depth research on the sensitive ingredients of skin care ingredients, the R&D and production technology of facial masks and the efficacy of facial mask products.

The current Chinese mask market is highly competitive and there are four main factions of market players, namely domestic professional mask brands, domestic integrated cosmetic brands, international brands and Japanese and Korean brands. According to a market research report on China's mask market by AC Nielsen, in 2020, the sales scale of China's mask market will be as high as US$2.64 billion, up 45% year-on-year. Meanwhile, the existing market penetration rate of mask in China is 17.7%, while the penetration rate of cosmetic market is 83.3%. From the perspective of the whole market, domestic private brands have occupied an important position in the domestic mask market by virtue of their "pro-people" prices. According to CNPP data and network user research results, the current top five brands in China's mask industry are: UNIFON, One Leaf, Mask Family, Pechoin, Hanhoo. China Research Industry Institute's data statistics show that in 2022 China's mask market size has reached 6.682 billion U.S. dollars. Among the Top 8 brands in the sales of smear facial masks on Ali platform in 2020, the domestic skincare brand GEOSKINCARE took the highest market share with 7.4%, while Mask Family ranked fourth with 3.8% market share.

China currently has a huge market in the mask industry, but also faces the problem of low user loyalty, coupled with the previous "dolphin advertising" marketing flop to the brand has caused a certain negative impact. The official announcement of the new spokesman has brought a wave of flow, but whether the brand can still follow up will require the support of the strength of the product itself.