Enterprises can build mainstream brands in American market by enhancing brand

Beatystreams, emphasizes 3C strategies such as consistency"we need k-beauty brand that can make our own unique voice." LAN vu, founder and chief executive of beauty in Seoul, stressed that "in the case that k-beauty alone can no longer win the favor of American consumers, we need to meet the brand sincerity of all kinds of consumers," said LAN vu, founder and chief executive of beauty in the "k-beauty US market development strategy seminar" jointly held by rich beauty and beauty in four seasons hotel, Guanghua gate, Seoul She emphasized the necessity of 3C strategy (clear accuracy, compelling intensity, consistency consistency) to enhance the sense of presence in the beauty market in the United States. As the largest cosmetics market in the United States, the United States is saturated with many brands, so it is necessary to achieve differentiation through consistent brand, packaging and communication. Therefore, we need to be familiar with the macro trend changes of American consumer characteristics and lifestyle. As American consumers become more diversified and personalized due to physical factors (age, age, gender, race) and lifestyle, they begin to attribute to specific individuals, so they need to be redefined. At present, the United States consists of 51 states. She believes that the middle class accounts for the largest proportion in the United States, with fewer social opportunities than whites.

In addition, the mixed social characteristics of multi-ethnic groups lead to changes in skin color, hair, etc., so it is necessary to define the corresponding differentiated customers. The American beauty industry is also very concerned about this. Gender awareness is also changing. Metro sexuals, who share toilets with men and women and have a positive understanding of inner feminization, are spreading to the whole society, and products reflecting this phenomenon have emerged. The popularity of selfdom (personality), which does not marry and pays attention to appearance, also deserves attention. Most of these people live with pets, with as many as 15 million people. Therefore, products related to this can be launched for these groups. The subscription based society is a major feature, which has a lot of influence on cars, shared office buildings, entertainment, diet and so on. Beauty brands such as ipsy, boxy charm, alure beauty box and birchbox have launched products related to subscription. Mindfulness, which focuses on inner beauty, is becoming a popular trend to combine fitness with oriental philosophy. With the increasing attention of consumers to the trend of environmental protection and sustainability, "green alert" has become a trend.

Vegetarian and organic products are popular in the United States, and many brands have carried out activities related to this. In addition, the industry is trying to find environmental solutions related to simplification and waste not, such as biodegradation, natural and organic plastics,. In addition, we need to pay attention to the ingredients that young people who lead the market like, and the pure products that babies can use are becoming a trend. She also puts forward six kinds of consumer archetypes that reflect the trend of consumers, namely, the assertive, the well-being, the perfectionists, the cost-effective, the know it all, and the ethicalist. For example, she pointed out that the brands such as milk makeup, ludeqing and drunk elephant in the local cosmetics market have launched products that reflect the above trends and are popular. Finally, the president of nbsplan Vu said that the cosmetics market in the United States is constantly changing due to the rapid change and diversity of popular trends. Through beauty brands that can make different voices, the market competitiveness can be improved. K-beauty has the advantages of innovative design and product type, rapid launch of new products, and combination with K-pop. Therefore, if a clear brand positioning is established, it is expected to become the mainstream of the U.S. market.