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EdrawMindBasic analysis of makeup brand PMPM
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Basic analysis of makeup brand PMPM
Brand analysis of the basic copywriting of PMPM for cutting-edge cosmetics shows that its brand positioning is aimed at young people who yearn for distant places, and its own positioning is to personify itself and become an explorer, a "skin care researcher who explores the world" and "a window for you to explore distant places".
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Basic analysis of makeup brand PMPM
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
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- Reproductive development of animals
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Cosmetics——PMPM
1. Brand positioning
Brand keywords: distance, exploration
Crowd positioning
Young people yearning for distant places
Position yourself
Personify yourself and become an explorer "Discover skin care experts around the world" "Be your window to explore the distance"
brand values
Define distance: "There is no distance that cannot be reached"
The distance is a specific location and the brand’s vision. Better skin condition and where young people today want to go
slogan
"Explore the world and bring back skin energy"
Brand origin
The story of PMPM originated from the founders Shun Shun and Wen witnessing local people in Madagascar "Baobab Seed Skin Care" is a "cultural shock" brand owner hopes to use the brand The dream of conveying Chinese original aesthetics and values to the younger generation.
Brand Concept
Create innovative skin care solutions exclusive to Chinese young people Let your skin become better at the same time Feel the beautiful feeling of hope from afar
product
product name
Collagen small motor
Product ingredients
Rare ingredients: such as White Truffle, Icelandic Light Shield, Grass Valley Rose
Product composition formula
Universal formula formula X Y Z Global natural ingredients, cutting-edge scientific research ingredients, advanced penetration technology
Product origin
Explore seven places around the world and bring back skin energy—— Madagascar, Piedmont Forest, Polar Iceland, Coast of Brittany, Bulgaria, Grass Valley, Dalmapuri Lake
3. Marketing methods
Joint activities
3rd Anniversary Flash Mob Event
content
The pop-up explorer gathering lasted for three days and was held in 5 cities: Beijing, Shanghai, Guangzhou, Chengdu, and Changsha. The explorer wears a window bag and walks in the city
Activity introduction
Compare yourself to an exploration spacecraft that has been sailing for 3 years. Explore 7 places around the world to bring back skin energy
copywriting
Soft article - use love as a window for you to look into the distance, Bringing back beauty and hope from afar
Publicity copywriting - brought by PMPM "Ice Cream Cheese Latte" The first ice cream flavored cheese milk Melt the summer heat in one bite The world is melting on the tip of your tongue The world melts around the corner, and exploration begins immediately Let’s witness PMPM’s 3rd anniversary together!
platform detonation
Applets
1. Mini program—NOWA mini program allows you to order designated drinks. Plus a Discoveryland Refrigerator Magnet 2 co-branded limited edition Refrigerator Magnets
little red book
Bring a topic and have a chance to receive PMPM formal products
offline
Jointly create an offline blind box space (corner coffee shop)
Peripheral products
window bag
Co-branded
Third Anniversary Co-branded NOWWA Coffee
Offline scene creation
Jointly create an offline blind box space (corner coffee shop)
4. Copywriting Analysis
Core keywords in the copywriting: distance, exploration, freedom
Overall, from pictures - copywriting - video, closely follow the keywords
explorer
What to use for exploration - exploration spacecraft
How to explore - carry a window bag and set off
What to explore? ——Third anniversary video from afar
Brand exploration concept - the spaceship has been sailing for 3 years, Be your window to explore the world