Why do cosmetics favor male stars as endorsements?
Xiao Zhan endorsed Estee Lauder, Wang Yibo endorsed Shu Uemura, Cai Xukun endorsed Givenchy makeup, Yi Yang Qianxi endorsed Armani makeup... Recently, in the variety show "Sisters’ Tea Party", guests had a lively discussion about the phenomenon of male stars endorsing cosmetics. Entertainer Zhao Xiaotang bluntly said that "male artists grab my job."
The audience realized that nowadays female cosmetics endorsements are increasingly choosing male stars.
Actor endorsement cosmetics have long successful precedents
In the show, when talking about the endorsement of cosmetics for male celebrities, Zhao Xiaotang said: "As a passerby, I can accept male celebrities endorsing cosmetics, but as a female artist, I can't accept it because he is robbing my job." Foreign guest Qiao Liya He Lin Huilihua was able to interpret what is called a large-scale "double standard" scene, while expressing his disapproval, but when asked "if it was Peng Yuyan's endorsement," he immediately smiled.
In fact, businesses choose male stars to endorse cosmetics because there are long precedents for success.
"Smear this lipstick and attack me!"-In 1996, Japanese actor Takuya Kimura endorsed the Kanebo lipstick advertisement. An advertisement sold out this lipstick and sold 3 million pieces in two months.
What's even more exaggerated is that fans not only bought lipstick, but even the advertising posters posted in public places were secretly torn home.
The male star endorses the feminine products, on the one hand, it caters to the star-chaser psychology of female fans, and it also attracts "passers-by" due to the gender contrast, and gives more attention to a product that is not originally interested.
Contrasting effect is popular with red male beauty bloggers
While male celebrities endorse female cosmetics, there are also more and more "male beauty bloggers" appearing, relying on the "contrast" effect to "absorb powder".
People in the European and American beauty circles must not avoid these names: James Charles, Wayne Goss, Manny Gutierrez, Jeffree Star, etc. As the top beauty bloggers on social platforms, they have different styles, but there is no shortage of bold themes. , Or sharp or true, stand out among a lot of female beauty bloggers.
Domestically, male beauty bloggers such as Li Jiaqi, Luo Wangyu, and Kaikai next door have millions or even tens of millions of fans on short video platforms.
They have their own iconic mantras and signature moves. They personally evaluated and demonstrated various cosmetics and skin care products, which not only attracted a large number of female fans, but also caused some men to pay attention to their appearance and acquire common knowledge about skin care.
"Tough guy" trying color lipstick will also "turn over"
However, not male endorsements apply to all female products.
For example, male stars endorsed women's underwear and even sanitary napkins, have "turned over" one after another, and netizens commented that "a word is hard to say", and they feel bad.
Among them, the sanitary napkins endorsed by Wang Dongcheng were the most widely reported by the media. After the advertisement was broadcast on Hunan Satellite TV, netizens complained and jokingly called Wang Dongcheng the "big uncle".
In addition, fans do not pay for cosmetics with overly tough male stars.
In 2018, Zhang Hanyu endorsed NARS. When he was on the brand platform, the expression of holding the lip glaze was interpreted by fans as: "What is this?" In 2019, when the members of "Happy Twist" tried the color of natural hall lipstick, Shen Teng was unnatural. The performance also made fans sigh: "Life is not easy, Shen Teng sighed."
Text/Reporter Chen Si
Some pictures in this version are from the official brand or institution