Koyan's High Moisturizing Cream 50th Anniversary Limited Edition: Glacier Protection Charity Linkage and Formula Upgrade
Recently, to celebrate the 50th anniversary of the launch of its star product, Kiehl's launched a limited edition high-moisturizer and simultaneously launched a glacier protection charity project. This move not only sparked heated discussions in the beauty and makeup circle, but also topped the social media hot search list. The following is the summary and analysis of the discussion data on this topic on the Internet in the past 10 days:
| platform | Readings of related topics | Discussion volume | Top rankings for hot searches |
|---|---|---|---|
| 120 million | 185,000 | TOP 3 | |
| Little Red Book | 56 million | 93,000 | Beauty and makeup list TOP 1 |
| Tik Tok | 80 million | 121,000 | Challenge TOP 5 |
1. Analysis of the highlights of limited edition
This 50th Anniversary Limited Edition High Moisturizer has made breakthroughs in product design and formula:
| Upgrade point | Specific content |
|---|---|
| Packaging design | Adopt recyclable glacier blue bottle body + aurora laser process |
| Recipe upgrade | 3 new polar plant extracts are added, and the moisturizing power is increased by 15% |
| Charity linkage | Donate RMB 10 for every bottle sold for glacier protection |
2. Social media hot topics
Through public opinion monitoring, it was found that consumer discussions mainly focused on the following aspects:
1.Environmental value recognition: 83% of positive reviews mentioned the "charity joint brand" design, especially the Gen Z users showed strong interest in the "empty bottle recycling program".
2.Product efficacy verification: Beauty blogger @TEST released a comparative experimental video showing that the new version has a humidity of 92.3% in an environment of -20℃, which is significantly improved compared with the regular version.
3.Controversy about collection value: The limited edition price is 20% higher than the regular edition, and some consumers question whether they "pay for their feelings".
3. Comparison of dynamic markets
| brand | Recent actions | Market reaction |
|---|---|---|
| Estee Lauder | Launch a limited series of marine protection | Reading volume 48 million |
| Lancome | Start the empty bottle points exchange activity | Discussion volume 32,000 |
| Shiseido | Upgraded red waist environmentally friendly packaging | Top 8 |
4. Industry experts' opinions
Li Ming, Secretary-General of the China Beauty and Makeup Association, pointed out: "This time, Koyan's marketing strategy has achieved three breakthroughs: first, deeply bind product iteration with environmental protection issues, second, create a sense of scarcity through limited release, and more importantly, establish a sustainable public welfare closed loop."
5. Research on consumer purchasing intentions
| crowd | Purchase intention | Core driving force |
|---|---|---|
| 18-25 years old | 78% | Agree on environmental protection concepts |
| 26-35 years old | 65% | Efficacy upgrade requirements |
| Over 36 years old | 42% | Consideration of collection value |
According to the brand, the first batch of limited edition 50,000 bottles sold out after one hour of launching, which is expected to drive a 30% year-on-year increase in Koyan's Q4 sales. This moisturizing revolution, which spans half a century, is writing a new industry benchmark through the dual upgrades of environmental protection and technology.
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