The most representative is the controversy caused by "CCTV First Lesson" in 2018. In addition to the large length of advertisements and the placement of hard-core advertisements, the most complained about is actually the "inspirational idols" who wear lipstick, thick powder, thrush and eyeliner, that is, the so-called sissy stars. Just imagine, the public welfare programs cooperating with the Ministry of Education and CCTV are still like this. What about other programs? Second, traffic has become more expensive, and male stars have more active fans. It can also be found from the experience around us that 80% of the groupies are actually women. In the past, such data may have been irrelevant, but in the context of increasingly expensive traffic and less active fans, the importance of male stars to beauty brands has been further magnified.
More importantly, in the extreme anxiety of beauty brands, popular male stars such as Li Xian, Xiao Zhan, and Wang Yibo have become popular at the right time. Finally, "Lipstick Brother" Li Jiaqi ignited the enthusiasm of male stars for Bulk SMS Service endorsement. Prior to this, although it was known that male star endorsements would bring considerable attention, they were mostly based on "selling hue". However, with the popularity of Li Jiaqi, consumers suddenly realized that "men can also look so good with lipstick", which made brand owners realize that the ability of male stars to carry goods is worth digging deeper. With Li Jiaqi's template, male stars began to steal the jobs of female stars on a large scale! "Male star" becomes the best concrete choice for "male sex consumption
As we all know, as the most common way of corporate advertising and brand promotion, brand spokespersons play a symbolic and personalized role in the process of publicity, so that brands can meet the preferences of diversified consumers. Therefore, in a sense, the brand spokesperson can be regarded as the vane of the trend. In fact, the brand also does this, from Lin Gengxin to Li Xian, from Bai Yu to Wang Yibo, from Wang Yuan to Xiao Zhan, from Deng Lun to Hua Chenyu, etc., it can be said that there is a tacit understanding. However, in the female-dominated beauty field, there is actually another layer of strategic thinking for brands to replace male spokespersons! How to understand it? In the past, titles such as "male god", "little fresh meat" and "national husband" were the titles of male idols in the world of women's desire. However, with the development of the times, new words have been created, such as "little