Controversy Surrounding YSL Beauty Promotion on Douyin, using a famous livestreamer
YSL is accused to be Rude, cheap by many people, creating a bad time for the iconic fashion brand.
On their personal appeal and taste, KOL Lcan help luxury brands like YSL preserve their exclusive image while tapping into the digital audience.
Problem with Livestream :
Public Reaction is hard control
Many posted screenshots under YSL’s official Weibo account, comparing her selling style of the $93 (680 RMB) foundation cushion to that of a cheap ‘9.9 RMB free shipping’ item.
Many people expressed disappointment, stating they would never purchase from the brand again due to the livestream’s impact on YSL’s image. source Jingdaily
Despite Traffic Yellow’s apology, public sentiment remained largely unchanged, with related hashtags garnering over 560 million views on Weibo.
Luxury Brands and Livestream Marketing on Video platform
- Diversified Promotion Strategy:
- For the Singles’ Day (Double 11) shopping festival, YSL collaborated with various channels and live broadcast rooms, including Crazy Little Brother Yang, Douyin’s Qi’er, and Taobao’s Li Jiaqi (Lipstick King) and Lin Yilun.
- The aim was to boost sales of key beauty products like lipstick and foundation cushions across multiple platforms.
- Challenges and Opportunities:
- While Douyin offers a powerful gateway to domestic shoppers, luxury brands face the challenge of aligning the platform’s casual and diverse content style with their exclusive brand image.
- Newcomer anchors like Zhang Xiaohui and Dong Jie, known for their sophisticated tastes and affluent backgrounds, offer an alternative promotional avenue for luxury brands seeking to maintain their exclusive aura.
- Despite their smaller followings, these new anchors demonstrate the importance of brand-image alignment over quick sales for luxury brands.
This incident underscores the importance for luxury brands in China to carefully select their digital marketing partnerships. While platforms like Douyin offer vast outreach opportunities, maintaining brand prestige and image alignment is crucial for long-term success in the luxury market.
Crazy Little Brother Yang, the right KOL for YSL ?
- Crazy Little Brother Yang’s Role:
- A top Douyin influencer, Crazy Little Brother Yang is known for his engaging and often humorous content, appealing to a wide audience on the platform.
- His approach, while popular, can sometimes clash with the sophisticated and exclusive image that luxury brands like YSL strive to maintain.
YSL’s Marketing Strategy in China
- Promotional Efforts:
- For Singles’ Day, one of China’s biggest shopping festivals, YSL collaborated with multiple influencers and live broadcasters, including Crazy Little Brother Yang, to promote their key beauty products.
- This strategy aimed to leverage the extensive reach of these influencers to boost sales across various digital platforms.
- Luxury Brand Challenges:
- YSL, as a luxury brand in China, faces the challenge of aligning its prestigious image with the diverse and casual nature of platforms like Douyin.
- The incident with Traffic Yellow highlights the potential risks involved in influencer collaborations, especially when the influencer’s style does not align with the brand’s image.
- Opportunities with New KOL ?
- Newer anchors like Zhang Xiaohui and Dong Jie, known for their sophisticated taste and affluent backgrounds, represent a more aligned promotional opportunity for luxury brands.
- Their approach, which does not rely on heavy discounts but rather on their personal appeal and taste, can help luxury brands like YSL preserve their exclusive image while tapping into the digital audience.
Cosmeticschinaagency overview.
This incident underscores the importance for luxury brands in China to carefully select their digital marketing partnerships. While platforms like Douyin offer vast outreach opportunities, maintaining brand prestige and image alignment is crucial for long-term success in the luxury market.
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