调查 | 00后真的愿意为美妆代言人买单吗？

Core Viewpoint - The role of celebrity endorsements in the beauty industry is evolving, becoming less predictable in terms of driving consumer purchases, with endorsements now serving more as a visibility tool rather than a direct purchasing motivator [3][19][41]. Group 1: Consumer Perception and Behavior - Over 70% of surveyed consumers believe having a spokesperson is important for beauty brands, but the direct influence on purchasing decisions has significantly decreased [3][19]. - Consumers are increasingly relying on platforms like Xiaohongshu and Douyin for product information rather than celebrity endorsements, indicating a shift towards peer reviews and KOL evaluations [23][25]. - The majority of consumers express that they will not make purchases solely based on a celebrity endorsement, prioritizing product quality and reviews instead [27][38]. Group 2: Brand Strategies and Endorsement Approaches - Brands are adopting two distinct strategies in their use of endorsements: one that is loud and controversial, and another that is more restrained and stable [5][18]. - Some brands, like 韩束, are engaging in humorous and abstract advertising to capture attention, while others, like 修丽可, are opting for stable and professional endorsements that align closely with their brand values [14][16]. - The trend is moving towards long-term partnerships with endorsers rather than frequent changes, as consumers prefer consistent messaging and brand identity [46][57]. Group 3: Expectations from Endorsers - Consumers are looking for endorsers who are perceived as authentic and knowledgeable about the products, rather than just popular figures [29][31]. - The most effective content is often less polished and more relatable, focusing on real-life usage and experiences rather than traditional advertising formats [33][58]. - There is a growing demand for brands to stabilize their messaging and avoid frequent changes in endorsements, as this can dilute brand identity and consumer trust [56][57].