Visual Aesthetics "INTO YOU", How to Make users Forget the "Low Price" Label

In recent years, new consumer brands have rapidly gained popularity within user communities with incredible marketing strategies. The strategy of "segmented categories + extreme features" fills the gap, allowing more brands to first taste the shortest marketing path in small circles and then expand to larger circles with multiple vertical product lines and popular products. These emerging brands have found success by deeply understanding consumer needs and preferences, targeting specific niche markets.

For instance, focusing on "lingerie + specific demographic," "sunscreen + students," or "eye makeup + anime fans." They may concentrate on a particular area of interest or cater to the specific needs of a particular demographic. This niche segmentation allows brands to have a clearer and more targeted consumer base, thus better satisfying user needs.

In the fiercely competitive and clearly defined makeup category, "INTO YOU" brand found its niche by focusing on the highly demanded and widely discussed "lip" makeup. While many participating brands focus on packaging, colors, and collaborations, INTO YOU took a different approach by innovating with its "lip mud" product, capturing public affection with innovative products, low prices, and deep engagement, ultimately securing a place in the makeup market.

What are the quantitative and qualitative factors that led INTO YOU to rapid success within just three years? How do new product categories enter the market while stabilizing costs and mitigating risks? What explosive formulas will other brands extract from INTO YOU's strategy?

Innovate with Purpose, Not Just for the Sake of It

Looking at INTO YOU's basic strategy of "people, products, and scene," it's evident that they have shown remarkable innovation in all three aspects:

Audience:

Targeting the "girl" demographic, INTO YOU appeals to a more romantic and youthful audience, deviating from the conventional makeup brands that often cater to a broader consumer base.

Product:

Introducing the concept of "lip mud," INTO YOU focuses on color aesthetics, integrating visual traits and lower unit prices into the makeup market, catering to a wider audience.

Scene:

Locking in marketing scenes on social media platforms, INTO YOU amplifies product characteristics by exploring various makeup scenarios, making their content more practical and engaging.

Choosing the Right Channels and Crafting Compelling Content

While integrated channel strategies are common among makeup brands, the proportion of content across channels varies significantly. Content that resonates with the "girl" mentality is more suitable for seeding in makeup communities. INTO YOU prioritized establishing a presence on Little Red Book early on, capitalizing on both official accounts and user-generated content.

User-generated and KOL content on Little Red Book primarily focus on beauty tips, product reviews, and makeup experiences, tapping into the high sensitivity of users to new trends and products. As INTO YOU gained popularity, users began endorsing the brand spontaneously, further strengthening its user-generated buzz and brand image.

Apart from Little Red Book, INTO YOU expanded its content saturation on platforms like Douyin (TikTok), significantly increasing its interactive content and engagement levels. Douyin's audience and social characteristics, coupled with more extensive and intense content, attracted a broader user base, slightly shifting demographics and gender ratios.

Breaking Boundaries and Expanding Audiences

INTO YOU, like many brands, leveraged various "boundary-breaking" marketing tactics to increase its influence and reach broader audiences, ultimately evolving into a category unicorn. These tactics include:

Collaborations:

Partnering with iconic brands like Coca-Cola, INTO YOU capitalized on their national influence to create buzz and expand its reach among a wider consumer base.

Celebrity Endorsements:

Selecting diverse celebrities for endorsements and engaging deeply with them, INTO YOU effectively utilized their appeal to showcase brand values and drive product sales.

Fluid Marketing Strategies:

INTO YOU's ability to adapt its marketing strategies to different stages—entry, expansion, and breakthrough—allowed it to create tailored campaigns for various target audiences.

Conclusion: Adapting, Innovating, and Thriving

INTO YOU's journey highlights its agility in understanding consumer psychology and catering to the needs of young, fashion-forward individuals. By offering innovative products, choosing the right channels, and collaborating strategically, INTO YOU has carved a niche in the highly competitive makeup industry.

As the story of Chinese cosmetics continues, brands like INTO YOU will continue to shape consumer imagination through content and social engagement, bringing more product innovation and creativity to the forefront.