马年赛马，美妆CNY迎来“史上最强之年”

Core Viewpoint - The article discusses the evolving landscape of beauty brand marketing during the Chinese New Year (CNY), particularly focusing on the significance of the Year of the Horse and how brands are creatively engaging with cultural symbols to resonate with consumers [4][49][62]. Group 1: Cultural Significance of the Horse - The horse symbolizes a rich cultural narrative in Chinese history, representing success, progress, and vitality, deeply embedded in the collective consciousness [5][8][51]. - The horse's imagery is not only a cultural symbol but also a medium for brands to connect emotionally with consumers, reflecting a shift from mere symbolic representation to deeper narrative engagement [4][16][48]. Group 2: Marketing Strategies and Trends - Over 30 beauty brands have launched CNY limited editions, emphasizing creativity and narrative depth rather than just symbolic representation [16][49]. - The marketing strategies can be categorized into four main paths: direct imagery, integration of traditional crafts, emotional storytelling, and innovative forms [16][48]. Group 3: Direct Imagery - Brands like Hermès and HOURGLASS have incorporated horse imagery directly into product designs, creating strong visual associations with the Year of the Horse [18][21][22]. Group 4: Integration of Traditional Crafts - Brands such as 韩束 and 百雀羚 are merging horse imagery with intangible cultural heritage, enhancing the aesthetic and cultural value of their products [24][26][28]. Group 5: Emotional Storytelling - Brands like L'Oréal and OLAY focus on emotional resonance and collective memory, using themes of family and nostalgia to connect with consumers [30][31][34]. Group 6: Innovative Forms - Some brands are exploring new forms and functionalities, such as Valentino's use of color and Kiehl's incorporation of artistic elements, to provide fresh experiences [42][44][46]. Group 7: Consumer Engagement and Expectations - There is a growing consumer demand for personalized and meaningful interactions with brands, with younger generations seeking unique expressions of identity and cultural relevance [60][61]. - Brands are increasingly focusing on creating products that serve as cultural companions rather than mere consumables, aiming to establish lasting emotional connections with consumers [52][62].