{"meta":{"id":"https:\/\/api.iclient.ifeng.com\/ipadtestdoc?aid=ucms_7zSyp6R1m5P","type":"doc","o":"1","documentId":"ucms_7zSyp6R1m5P"},"body":{"newStatus":"1","documentId":"ucms_7zSyp6R1m5P","staticId":"ucms_7zSyp6R1m5P","title":"力挺范冰冰当全球代言人,娇兰疯了吗?","shareTitle":"力挺范冰冰当全球代言人,娇兰疯了吗?","thumbnail":"http:\/\/d.ifengimg.com\/w150_h106_q100\/img1.ugc.ifeng.com\/newugc\/20200903\/17\/wemedia\/306ca742083be665d52ec80c8b46e365b32ebb4a_size28_w512_h341.jpeg","source":"","author":"","editorcode":"weMedia","editTime":"2020-09-03 17:56:02","updateTime":"2020\/09\/03 17:56:02","wapurl":"http:\/\/\/\/feng.ifeng.com\/c\/7zSyp6R1m5P","introduction":"","wwwurl":"http:\/\/\/\/feng.ifeng.com\/c\/7zSyp6R1m5P","commentsUrl":"ucms_7zSyp6R1m5P","commentCount":0,"text":"
今年七夕,奢侈品集团LVMH旗下化妆品牌娇兰官宣范冰冰成为品牌全球代言人。消息一出,哗然一片。此前范冰冰不断为复出“试水”,娇兰的这则官宣预示了她的复出之路首战告捷。<\/p>
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大家之所以感到震惊,不仅是因为范冰冰“阴阳合同”一事后口碑直转急下,更因为这次官宣代言人直接是全球级别的。全球代言人象征着品牌最高档次、最能体现明星商业价值的头衔。<\/p>
虽然,娇兰也曾邀请了不同的明星做代言人,但都是针对不同产品线的推广。比如王俊凯是娇兰的护肤代言人,欧阳娜娜是娇兰的花漾大使。在范冰冰的高光时期,娇兰就曾找她代言过娇兰彩妆与香水。<\/p>
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并且,作为娇兰的母公司,LVMH集团和范冰冰也颇有“交情”。LV广告中出现的第一个亚洲面孔就是范冰冰,并且经常邀请她去看LV的新品发布秀,但也未曾获得过全球代言人这个待遇极好的title。在她财务丑闻曝光后,LVMH不但没有舍弃范冰冰,还伸出了援手,究竟是智举还是妄动?<\/p>
法国品牌向来对中国市场是执着的,而且他们对中国文化也是认可的。<\/p>
对于娇兰来说,它在2012年才开始进入中国市场,已经晚于同档次品牌进驻我国一二线城市的时间。虽然代表着中高档化妆品品牌,但娇兰一直不温不火,在大众心里的认知度并不是很高。直到2016年,娇兰首次启用男性代言人——杨洋。<\/p>
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这也是娇兰第一次尝到流量小生代言人带来的“甜头”。杨洋没有辜负娇兰的期望,他首推的“杨洋色”口红当天就卖断了货。如此娇兰也领略到年轻化战略的重要性。于是,隔段时间就会推出一个年轻的流量代言人。<\/p>
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在多轮代言人的推广之下,娇兰巩固了品牌在中国乃至亚洲消费者心目中的形象。但仅仅有年轻流量明星的加持显然不足以为娇兰带来更多商业价值,于是,范冰冰就成了那个绝对能够带动销量,且拥有足够影响力的全球代言人。<\/p>
官宣后的效果显而易见,娇兰的选择非常明智。范冰冰相关话题热度给娇兰这个品牌带来了前所未有的流量。尤其是海报上力荐的范冰冰专属颜色口红,也是2020年情人节娇兰限定版色号,目前销售量已破万。仔细看买家秀留言,大部分人都坦言是因为范冰冰这张脸才买了口红。<\/p>
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我们仔细观察娇兰这个品牌邀请的各线代言人,四位品牌大使分别是,青春大使许凯,御龄大使张嘉倪,美肤大使彭晓冉,魅力大使徐正溪。然而,效果确实一言难尽,或者大家依然有些陌生。据报道,法国娇兰母公司LVMH公布的上半年业绩报,其中美妆部分亏损0.3亿欧元。<\/p>
所以,范冰冰帮助了娇兰,娇兰也扶持了范冰冰的复出之路。<\/p>
其实范冰冰在时尚圈没有退出过,带货能力更是一直在线。<\/p>
2019年2月,美国知名杂志《WMagazine》官宣了范冰冰最新黑白时尚大片。<\/p>
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2019年7月,马来西亚版《Marie Claire嘉人》双封面。<\/p>
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2019年10月,越南版《Harper's BAZAAR》。<\/p>
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2019年11月,俄罗斯版《L'OFFICIEL》电子刊封面。<\/p>
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2020年1月,新加坡版《T Magazine》开年刊封面。<\/p>
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2020年1月,日本版《美ST》。<\/p>
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2020年1月,美国《Flaunt》杂志。<\/p>
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还有英国时尚杂志《Wonderland》春季刊封面。<\/p>
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2020年9月,意大利版《L'OFFICIEL》。<\/p>
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国外拍了一圈,慢慢的她开始回归国内杂志市场。<\/p>
2020年6月的《精品购物指南》开启了范冰冰正式复出之路。<\/p>
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2020年7月,《Style》周年纪念刊,《CHIC Magazine》和《Madame Figaro》。<\/p>
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如今轰轰烈烈的直播带货行业,范冰冰也没有掉队。她的护肤品牌Fan Beauty入驻头部网红雪梨直播间,在今年618中,销售额突破4200万,其中爆款保湿系列海葡萄面膜突破2000万。<\/p>
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“打不死”的范冰冰一直尝试“卷土重来”,从时尚圈到电商圈,范冰冰未来的路该怎样继续,还需要大家拭目以待。<\/p>
你会去买范冰冰推荐的好物吗?<\/p>","img":[{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/DC62131F7B2ECA04CD012DB0D2592AA415F754A3_size134_w640_h812.jpeg","size":{"width":"640","height":"812"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/1033F53CAF44731B4B1C5C99EC0601B3AB20195A_size110_w640_h926.jpeg","size":{"width":"640","height":"926"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/134E26C477D73E1CC7F7624B72472519CB2AB9BA_size49_w530_h503.jpeg","size":{"width":"530","height":"503"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/FB7A3846DF8E1F860ACD9D0838A27DA4E4148081_size91_w640_h840.jpeg","size":{"width":"640","height":"840"}},{"url":"https:\/\/x0.ifengimg.com\/res\/2020\/1168696CAAA342F866D3729312C0CE4162E1F6E6_size1389_w639_h358.gif","size":{"width":"639","height":"358"},"resizedImg":"http:\/\/d.ifengimg.com\/mw640_q100_ext\/x0.ifengimg.com\/res\/2020\/1168696CAAA342F866D3729312C0CE4162E1F6E6_size1389_w639_h358.gif"},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/B2677A74E6DE23922E8856D81A2538F24D84CCBC_size63_w640_h409.jpeg","size":{"width":"640","height":"409"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/D36601FDF8300A6261D24E210128D95D8A3737C3_size82_w640_h727.jpeg","size":{"width":"640","height":"727"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/76050BD178B18266444AE5DEB008AB408AB3A542_size152_w600_h722.jpeg","size":{"width":"600","height":"722"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/7F26C0AD603765D6AE1F091B2E4B3997CA2DA645_size43_w440_h570.jpeg","size":{"width":"440","height":"570"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/A8C3D3188C76D77DE75FE6D6113EFB65529A766F_size60_w640_h757.jpeg","size":{"width":"640","height":"757"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/EA605597109709991BEA9417CA45B60E3B7B7ABD_size142_w640_h726.jpeg","size":{"width":"640","height":"726"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/DB8C795B6197941BC07AD7543B7D83AAF87991CD_size71_w640_h773.jpeg","size":{"width":"640","height":"773"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/289767D84264513D78007C14B7C5B4B544BACBFE_size126_w640_h774.jpeg","size":{"width":"640","height":"774"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/B99975FDE2F6562F5520D14C99AA4489C3C2C89F_size51_w640_h800.jpeg","size":{"width":"640","height":"800"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/67E0DEFB34DDAC89919EA08118CFE56135D32CAC_size80_w640_h876.jpeg","size":{"width":"640","height":"876"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/C0002CDFCDD05B599732DF2A538BEF90480FC8F4_size121_w640_h842.jpeg","size":{"width":"640","height":"842"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/EC53802FA2D48F77A88BF5B8D14634D1970625B1_size74_w640_h713.jpeg","size":{"width":"640","height":"713"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/30BFFBCF140117ED8A5DA8A56C30988AAC94063F_size83_w640_h827.jpeg","size":{"width":"640","height":"827"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/DF7982CE03674B67F72EAF9B5428F4D14109CBE4_size29_w640_h399.jpeg","size":{"width":"640","height":"399"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/B4E1A4E467D7AA1611AADAEFACA5C54C1AECB17A_size111_w640_h671.jpeg","size":{"width":"640","height":"671"}}],"summary":"今年七夕,奢侈品集团LVMH旗下化妆品牌娇兰官宣范冰冰成为品牌全球代言人。消息一出,哗然一片。此前范冰冰不断为复出“试水”,娇兰的这则官宣预示了她的复出之路首战","sharesummary":"今年七夕,奢侈品集团LVMH旗下化妆品牌娇兰官宣范冰冰成为品牌全球代言人。消息一出,哗然一片。此前范冰冰不断为复出“试水”,娇兰的这则官宣预示了她的复出之路首战","commentType":"0","wemediaEAccountId":"1189570","showclient":"0","shareurl":"https:\/\/ishare.ifeng.com\/c\/s\/v002xkB8hSUrYj1jHVUDj3nmZlmhL6nKj8Qzv9cR76sBzy0__","praise":"1","like_num":"1"}}