Description
As early as the end of 2021, Clinique, an international skin care brand, has set foot in the field of short plays. The Fox Girlfriend, launched by Clinique, won 150 million broadcasts on the Kwai platform. The form of “beauty+short drama” truly entered the public eye in 2023 when Han Shu entered the market.
In February last year, when most beauty brands were still doing “grass planting” and regular launch in Tiktok, Han Shu cooperated with “Jiang Shiqi”, the top talent of the platform, to launch “Dress up with Growth” to test the short drama track. Shortly after its broadcast, the short drama received huge traffic and attention, and Han Shu also took advantage of the combination of “short drama+live broadcast” to make the “Han Shu Red Waist Set” a hot hit. According to Tiktok’s data, last March, the total transaction volume (GMV) of this commodity exceeded 100 million, topping the list of Tiktok’s self broadcast sales. Han Shu, who tasted the sweetness, collaborated with Jiang Seventeen on four short dramas, including “More than a Moment of Heartbeat” and “A Beam of Sunshine and a Beam of Love”. Including “Dress Up with Growth”, the brand leveraged over 5 billion views with five short dramas. The “Jiang Seventeen Same Style” red waist set gift box, priced at 399 yuan, has sold 4.173 million sets and has been repurchased by over 50000 people.
Shortly thereafter, Perlier followed the trend and released two short dramas, “Behind the Resistance” and “Fight Back My Wife,” in September of the same year, incorporating dual resistance and ruby series products. In October, Perlier launched its own IP mini drama “Full time Husband Training Program”, while increasing its self broadcasting efforts and engaging in direct conversations with fans and consumers of the drama.
On the other hand, Marumi’s launch of “The Double A Couple is Beautiful and Sassy” directly integrates the brand image and product efficacy into the plot. Consumers can directly jump to the brand’s official live broadcast room to make a one click purchase by clicking on the “Marumi Four Antibodies” topic below the video.
早在2021年年底，国际护肤品牌倩碧便已涉足短剧领域，由其推出的《狐系女友惹不起》在快手平台获得1.5亿播放量。“美妆＋短剧”这一形式真正走入大众视野，是在2023年——韩束入局开始的。
去年2月，当大部分美妆品牌还在抖音做功效“种草”和常规投放时，韩束与该平台头部达人“姜十七”合作，推出《以成长来装束》，试水短剧赛道。播出后不久，该短剧收获了巨大的流量和关注，韩束也借势打起“短剧＋直播”的组合拳，使“韩束红蛮腰套装”成为爆款。抖音数据显示，去年3月，该商品交易总额（GMV）破亿，登顶抖音品牌自播销量榜榜首。尝到了甜头的韩束又接连与姜十七合作了《心动不止一刻》《一束阳光一束爱》等四部短剧，算上《以成长来装束》，该品牌凭借五部短剧撬动了超50亿次播放量。售价399元的“姜十七同款”红蛮腰套装礼盒，销量高达417.3万套，超5万人回购。
不久后，珀莱雅紧跟热潮，在同年9月推出《反抗背后》《反击吧妻子》两部短剧，植入双抗系列和红宝石系列产品。10月，珀莱雅推出品牌自有IP微短剧《全职主夫培养计划》，同时加大自播力度，与短剧粉丝、消费者直接对话。
另一边，丸美上线的《双A夫妇又美又飒》，将品牌形象与产品功效直接融入剧情。消费者点击视频下方的“丸美四抗”话题，便可直接跳转到品牌官方直播间进行一键购买。
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