​​井柏然担任法国专业护发温莎森林FORVIL全球品牌代言人

2022年5月16日18:53 HKT

 

2020年，法国高端专业护发品牌温莎森林FORVIL（FORVIL Windsor Forest）进入中国市场。

短短一年时间，迅速受到CS\KA\百货管道的消费者广泛关注，甚至成为国内市场高端发膜品类的佼佼者。

 

签下才华横溢的艺人

用实力引领护发新潮流

 

对于一个品牌来说，如果能选择一个符合品牌定位及调性的代言人，将可以事半功倍。近年来，流量明星成为许多品牌-尤其是一线品牌的首选；但流量往往有与风险并存的魔咒，必须承担难以打破的负面危机，因此选择可靠的强大代言人更为关键。

 

与一众流量明星相比，井柏然更符合有实力艺人的特征。自出道以来，他在名利场上未动摇过，而是坚持自己的追求，保留着自己的“倔犟”及“随性”，做自己、不骄不躁，精心雕琢演好每一个角色，

具备优质的职业精神、态度及高情商，他时而风度优雅，时而洋溢文艺气息。

 

除了演戏及代言，他在生活中也遵从自己的内心感受去诚恳生活，踏实的走好每一步。

 

这种脚踏实地、精益求精及探索深度的生态态度，与温莎森林FORVIL的品牌基调相合一致。

 

作为一个近百年的法国美妆护发品牌，温莎森林FORVIL专注发用洗护美发产品领域，相继推出研创的护发产品取得成功，并成为欧洲最畅销的护发品牌之一；在品牌传承中不断创新，即便走进中国市场后，也没有差评，而是在短时间内凭借产品实力赢得了消费者的认可。

 

在这个以实力说话的时代，只有积累足够的实力及踏实的态度，才能赢得更多人的关注。显然这也是温莎森林FORVIL选择井柏然作为全球品牌代言人的原因之一。

 

此外，温莎森林FORVIL也作了深入的消费者洞察，并发现，都市精英、注重健康及追求仪式感的轻熟精致女性，是高端护理品牌的主要消费者；高学历、高消费的群体，对产品成分信息、安全质量及效用有更高的要求。

 

但两者的共同点是，都希望有一个“更有针对性、更精细的头皮护理”方案，能在高质量的产品，从根本上解决头发问题。他们也乐于享受高端护发产品带来的仪式感，希望一头好发能带来自信且安逸的生活。

 

这些群体当中，喜欢井柏然的人不计其数，有的甚至一路陪伴井柏然一步步从草根选秀歌手到实力男艺人。

 

高频次的品牌曝光·强化用户的心智

 

不可否认，近年来，随着工作压力及生活节奏加快，年轻人对“头皮护理”的重视程度与对保养皮肤的重视程度已不相上下。传统的“洗发水+护发素”的组合已无法满足他们的需求。

 

据天猫国际公布的数据显示，过去一年，新入驻天猫国际的海外护发品牌数量翻了一番。过去一年，进入天猫国际的海外新美系护发品牌数量翻了一番，进口头皮护理产品销量同比增长340%，护发精油瓶增长170%。

 

此次，温莎森林FORVIL在明星代言人井柏然帮助下，不仅与消费者深入交流法国专业洗护品牌FORVIL温莎森林穿越百年的以“护肤新的定义护发”战略，还与目标消费者做深层次的交流。温莎森林鱼子酱安瓶发膜套装，鱼子酱发膜打出“精选8种珍贵的护肤级成分精华，享受沙龙级护发”策略，体现了精准产品的定义。

 

值得一提的是，温莎森林Forvil鱼子酱发膜套装、清透头皮舒缓精华、纯净亮泽护发精华油等明星产品均面向精致妈妈、新锐白领等品牌目标消费群体、中高级等“专业修护+头皮护理+多一步护发程序+轻美呵护”等多重洗护需求。

 

温莎森林Forvil鱼子酱安瓶发膜套装、净澈头皮舒缓精华液、纯净亮泽养发精华油等明星产品均面向精致妈妈、新锐白领等品牌的目标消费群体打造的“专业修护+头皮护理+一步多护发+温和呵护”等多重洗护需求。

 

同时，亦通过代言人井柏然，进一步输出温莎森林Forvil对洗护、护发的精致优雅态度，传达了“极简、自然、卓越”的品牌理念。

 

结语：对温莎森林Forvil来说，选择名人代言是一种传统的营销策略，但也了解一时的销售转化并不是品牌的最终诉求。更看重的是品牌的传播及曝光率。并通过高贴合代言，增强消费者对品牌的深入了解，为品牌在中国市场的长远发展和和深耕打下较为坚实的基础。毕竟，生意的本质是赢得人心，而不是赢得流量。

 

原文：

 

Jing Boran serves as the global brand spokesperson for the French professional hair care brand FORVIL Windsor Forest

2022-05-16 10:59 HKT

 

In 2020, the French high-end professional hair care brand FORVIL Windsor Forest enters the Chinese market. In just one year, it quickly received widespread attention from consumers in e-commerce, CS, KA, and supermarket channels, and even became a leader in the high-end hair mask category in the domestic market.

 

Sign the talented artist

Lead the new trend of hair care and care with strength

For a brand, if you can choose a spokesperson that meets the brand's positioning and tonality, you can get twice the result with half the effort. In recent years, traffic stars, especially top-tier brands, have become the first choice of many brands, but the curse of traffic and crisis coexisting is difficult to break. Therefore, it is more reliable to choose a strong endorsement.

 

Compared with a crowd of traffic stars, Jing Boran is more in line with the characteristics of a powerful artist. Since his debut, he has not wavered in the vanity fair. He insisted on his pursuit, retained his "stubbornness" and "willfulness", and be himself without arrogance or impetuosity. Each character is carefully crafted, with a spirit, an attitude, and a high emotional intelligence, sometimes gentle and elegant, and sometimes bursting with literary and artistic atmosphere. In addition to acting and endorsements, he also obeys his heart in life, lives earnestly, and takes every step with his feet on the ground.

 

This kind of life attitude of being on the ground, constantly improving, and going far-reaching coincides with the brand tone of FORVIL Windsor Forest.

As a French hair care brand for nearly a century, FORVIL Windsor Forest focused its focus on hair products. Its innovative hair care products were successively launched and succeeded, becoming one of the best-selling hair care brands in Europe at that time. Constantly innovating in the inheritance, even after entering the Chinese market, there is no dissatisfaction, but in a short period of time by virtue of product strength to win the recognition of consumers.

 

 

In this age of strength-speaking, only the accumulated strength and down-to-earth attitude can win more people's attention. Obviously this is one of the reasons why FORVIL Windsor Forest chose Jing Boran as the spokesperson of the global brand.

 

In addition, FORVIL Windsor Forest has also carried out a deep insight into consumers. The insight found that delicate and light mature women, such as urban elites, who value health and pursue a sense of ritual, are buyers of high-end care brands; high-educated, high-consumption, ingredient parties that have a higher demand for product ingredient safety and ingredient information are more concerned about washing. Protect the ingredients and efficacy of the product.

 

But the common point of the two is that they both hope to have a "more targeted and refined scalp management" program to solve hair problems from the root and enjoy the sense of quality. They are happy to enjoy the sense of ritual brought by high-end hair care products and hope that good hair can bring a confident and calm life.

 

 

In this type of group, there are many fans who like Jing Boran, and some even accompany Jing Boran step by step from a grassroots show star to a powerful male artist.

 

Omni-channel advertising

High-frequency brand exposure strengthens users' minds

 

Indeed, in recent years, with the acceleration of the pace of work and life, young people have paid as much attention to “hair” as their skin. The traditional "shampoo + conditioner" standard combination can no longer meet their needs.

 

According to the data released by Tmall International, in the past year, the number of new overseas hair care brands entering Tmall International has doubled. Sales of imported scalp care products increased by 340% year-on-year, and hair care essential oil ampoules increased by 170%.

 

 

This time, FORVIL Windsor Forest, with the help of its celebrity spokesperson Jing Boran, not only communicated with consumers in depth the Windsor Forest's brand strategy of “French professional hair care brand, through a century, redefining hair care with skin care”, and also in-depth communication with target consumers. Caviar Hair Mask Set Windsor Forest Caviar Hair Mask is a product strategy of "selecting 8 precious skin care-level essences and enjoying salon-level hair care", and this reflects its precise grasp of the needs of the washing and care market.

 

It is worth mentioning that star products such as FORVIL Windsor Forest Caviar Hair Mask Set, Clear Scalp Soothing Essence, and Pure Shining Hair Essence Oil are all brought to the target consumer groups of brands such as exquisite mothers, cutting-edge white-collar workers, senior middle class, etc. "Professional repair + scalp care + one step more hair care + light beauty care" and other multiple washing and care needs.

At the same time, through the spokesperson Jing Boran, it also further exported FORVIL Windsor Forest's refined and elegant attitude towards hair care and hair care, and conveyed the brand concept of "minimalist, natural and outstanding".

 

END: For FORVIL Windsor Forest, the use of celebrity endorsements is a conventional marketing strategy. Temporary sales conversion is not the brand's final appeal. Its more valued fans are the spread and mass exposure of the brand. And through high-fit endorsements, to enhance consumers' in-depth understanding of the brand, and to lay a relatively solid foundation for the long-term development and deep cultivation of the brand in the Chinese market. After all, the essence of business is to win people's hearts, not to win traffic.

 

原文链接：https://inf.news/en/fashion/d3ec1046350481fccc5efb9f0a443c43.html?fbclid=IwAR3Dxyj6JXyy-im8L9ZjwMFS646ACkZi4-Ru56bYiFS8R1vBq7PBPoRU0ps

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