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Md Robiul Islam
Apr 09, 2022
In Welcome to the Forum
In the past, titles like "middle-aged man" tended to carry a hint of pejorative connotation. In addition, men are also regarded as the most vulnerable group in spending power, not only far less than women and children, but also inferior to family pet dogs. Because of this, most of the merchants who tried to do business with men in the past could not escape the bleak end of their business! However, that has now changed. If you want to ask the three most popular male stars this summer, it must be Xiao Zhan, Wang Yibo and Li Xian. Of course, after the popularity exploded, various beauty endorsements followed. Olay signed Xiao Zhan as the brand ambassador first, Yuemu Zhiyuan signed Wang Yibo as the chief exploration officer, and Li Xian became the spokesperson of Estee Lauder's Asia-Pacific makeup and skin care. Not only that, according to relevant media statistics, well-known beauty brands such as Perfect Diary, Membrane Family, Maybelline, L'Oreal Paris, Ou Biquan and so on all invite male celebrities to be their spokespersons. It is no exaggeration Bulk SMS Service to say that the "collective face change" of beauty brands has suddenly doubled the value of popular male stars! Why did male celebrity endorsements suddenly become a trend? "Male sex consumption" is not a new term, it has been invented a long time ago. Back in time to 1995. The Japanese makeup brand Kanebo at the time invited popular star Takuya Kimura to shoot an advertisement for its new lipstick. After the advertisement was broadcast, the male star's sexy eyes and provocative actions caused a huge response in the society. It is said that within two months of the advertisement becoming popular, the sales of the lipstick reached 3 million. In particular, it has opened the curtain for male stars to endorse beauty brands! Some people may want to ask, why do brands suddenly abandon "female stars" and choose "male stars"? There are mainly three reasons. First of all, "post-95s" and "generation Z" consumers came to the forefront and were seriously influenced by the direction of public opinion. In the past, male makeup was often ridiculed as "girls", but now it is gradually recognized by young people. In their view, makeup is a valuable life ritual, a means of enhancing masculinity and self-expression. Of course, the change in cognition is not only affected by the improvement of the quality of life, but also by the influence of public opinion. 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.
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Md Robiul Islam

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