Spenny Launches Women's Sponsorship Program to Give Support to Female

Abstract: Chinese beauty brand Spenny launched the "Spenny Admissions - Women's Sponsorship Program", which aims to help women who have been admitted to college but have financial difficulties enrolling. A total of 20 students will be sponsored with each student receiving $740.3.

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Most of the consumer groups for beauty are still mainly young women. Therefore, in addition to launching suitable products for the targeted audience, brands also pay extra attention to empathy with the female group. According to CHAILEEDO, many Chinese and international beauty brands have repeatedly advocated and supported women. Spenny has also provided support for students who have just finished their college entrance exams in financial difficulties this time. Previously, beauty giant L'Oreal Paris launched the theme campaign named "I'm worth it" on the occasion of this year's International Women's Day inviting stars such as Gong Li, Ju Xiaowen, and Yang Tianzhen to participate in the campaign. The campaign focused on popular topics on women in society and gave full play to the celebrity effect. It encouraged women to "speak out their self-worth."

On the same festival on International Women's Day on March 8, Chinese skincare brand Dr. Alva proposed "Your special is not about gender" aiming to remove the gender filter, break the stereotype of women from a higher dimension and discover their beautiful traits. Dr. Alva is a scientific skincare brand from Freda Bio. that deeply researches microecology. This is the first attempt of Dr. Alva on Women's Day since its establishment in June 2018. During the campaign, Dr. Alva gained 10 million exposures through a promotional film. It is not only because Dr. Alva has long continued to focus on women's power and deeply understood the psychological changes and market demand of user groups, but also because the brand always insists on innovation and tells a good professional micro-ecological scientific story. While telling a good ecological science story, it also pays extra attention to telling good humanistic care.

Spenny was launched in 2013 focusing on the category of color cosmetics. Unlike most innovative makeup brands in recent years, Spenny has become popular for its cheap price and poor design packaging. The brand made itself known outside of the fixed community which is not through live e-commerce platforms such as TikTok China and Taobao, but through a channel that few other beauty brands have made an effort: Bilibili.

Bilibili is a cultural community and video platform that is highly aggregated by young generations in China. Spenny belongs to one of the brands that entered Bilibili as an official account at the earlier time. It released a video on November 2, 2019, by Spenny operators introducing the double 11 activities, which has exceeded 100,000+ views so far. And on November 10 of the same year, it was the founder of Spenny appeared as the founder and confessed in the video with users of Bilibili that "packaging design is not the direction we are good at." Because of the differentiation between technical founder image and color cosmetics brand, it has attracted the attention of consumers. It also made this video a "milestone" for Spenny to be known by more consumers.

After this, the boss and employees from different positions appeared one after another. The video was made more from the male point of view to produce content such as R & D experience, lip glaze review from a male operator, how to do lipstick, makeup product recovery, etc. The brand reaches customers in a distinctive way. Through the founder's IP and the staff's real-life profile brand content, the image of Spenny gained attention while the product was also labeled as "cheap" and "large volume". As a result, the distinctive persona of "a company composed of a team of science and technology men, which represents the products have low face value but in serious research and development to produce products with high-cost performance" has gained a lot of consumers' word of mouth and attention.

CHAILEEDO observed that in the official flagship store of Spenny, the price range of its products is $3.4 to $12.9 and the highest selling product is Spenny three-shade concealer priced at $7.3 with monthly sales of 20,000+. The brand price is relatively low compared to other Chinese cosmetics. For example, the price range of Perfect Diary makeup products is $4 - $20.6.

With the gradual tightening of regulations on cosmetics and various promotional platforms in China over the past two years, the Chinese cosmetics market has gradually emerged from the era of relying on traffic bonuses to seek a rapid rise in traffic. In addition to the basic elements of product quality, R&D technology and price positioning, innovation in content, form and channels will also help brands enter the virtuous cycle of market competition if they want to develop. And this time, Speeny's advocate for women has also achieved the purpose of enhancing the image of the brand.