Core Insights - The article discusses the evolving landscape of beauty brand marketing during the Chinese New Year, particularly focusing on the significance of the Year of the Horse and how brands are creatively engaging with consumers through cultural narratives and emotional resonance [1][2][111]. Group 1: Cultural Significance of the Horse - The horse symbolizes a rich cultural narrative in Chinese history, representing success, progress, and a connection to ancient myths such as the "Dragon Horse" [3][4]. - The horse's imagery has been utilized in various forms of art and literature throughout Chinese history, reinforcing its status as a cultural totem [3][4]. Group 2: Marketing Strategies and Trends - Over 30 beauty brands have launched limited edition products for the upcoming Year of the Horse, emphasizing creativity and narrative depth rather than mere symbolic representation [14][111]. - Brands are adopting four main strategies: direct imagery of the horse, integration of intangible cultural heritage, emotional storytelling, and innovative product forms [80][106]. Group 3: Emotional and Cultural Engagement - Brands are increasingly focusing on emotional narratives that resonate with collective memories and human aesthetics, such as OLAY's AI single "The Nickname of Love" which connects generational sentiments [92][94]. - The integration of traditional craftsmanship and modern design is seen as a way to enhance cultural depth and consumer engagement [88][91]. Group 4: Consumer Preferences and Market Dynamics - Different consumer demographics exhibit varying preferences, with younger generations favoring unique, artistic designs while older consumers prioritize quality and meaningful gifts [122]. - The article highlights a trend of "horse fatigue" among consumers, indicating a need for brands to move beyond superficial marketing tactics to foster genuine connections [116][123]. Group 5: Future Directions for Brands - The future of beauty marketing lies in brands' ability to balance cultural depth with emotional warmth, creating products that serve as cultural companions rather than mere consumables [111][123]. - Brands are encouraged to enhance their narrative and experiential design capabilities to maintain relevance and consumer loyalty in a competitive market [123].