Papi Jiang's advertising debut, where is the beauty makeup that spent 20 million yuan?

On August 2, online dealer Liren Lizhuang bought a video clip advertisement for Papi Jiang for "the No. 1 Internet celebrity in 2016" for 22 million yuan. At that time, the media said that this was Papi Jiang's first advertisement, but there was no news about how to cooperate and when to put the advertisements later. The reporter found that in last night's "Papi Jiang's Monday Broadcast", Papi Jiang has quietly delivered the first hard broadcast, but the advertiser is not Liren Li Zhuang.

What does the first advertisement look like?

The opening of Monday's video was inserted with a Meiji facial mask advertisement, and Papi Jiang personally dubbed: "This video is named after the Meiji facial mask sponsored by a disagreement. Meiji facial mask, a super easy-to-use facial mask." With the opening of the movie, the ad has a total of 10 seconds. It is reported that in addition to the Warcraft T-shirts that were promoted in their Taobao store not long ago, this is the first time that Papi Jiang has implanted a hard broadcast in the video.

Impairing the user experience? What netizens say

This time, the video ad was synchronized with Weibo, and there were no messages about the advertisements on WeChat tweets, but there were many people discussing it on Weibo. Some netizens expressed disappointment because they joined the advertisement: "There are advertisements on Papi's videos, (goodbye expression)." Some people expressed dissatisfaction with the quality of the mask: "I don't want to watch it when I see it before. It's mainly because this mask is really bad. I bought it at the same time. I was allergic to use it when I went back. Super scary face." Some people said that they could understand: "I don't think it's changed. It's still the same Papi always wears tinted glasses to watch someone answering advertisements? And the advertisement is not long and it doesn't affect your videos at all, right?"

Not just an advertisement

The reporter observed that there were signs of a long time when Meiji masks smashed the advertisement. On July 18, Meiji held its first mask summit and invited internet celebrity Papi Jiang and 25 "mask experts" to visit and experience Meiji Facial Mask Laboratory, and broadcast the entire process on Taobao and Meiji live. In the public video, Papi Jiang wore a white coat to experience the product with other internet celebrities.

Where is Lirenli Makeup? What the hell is coming out halfway

On April 22 this year, Liren Lizhuang bought a video clip advertisement for Papi Jiang, the "No. 2016 Internet celebrity" for 22 million yuan. CEO Huang Tao later pointed out in an internal email that the reason for spending this money is because even as an online counter operator of many well-known cosmetics, the company is still "very poor". The traditional advertising costs are too high, and the Internet celebrity phenomenon has allowed him to see a new way of communicating with consumers. But why is there no news after this? Who is the brand of mask that suddenly appeared?

The reporter learned that Meiji Facial Mask is a local brand under L'Oreal. Its company, Meiji Holdings, was listed in Hong Kong and became one of the seven major listed companies in China's daily chemical industry. It was acquired by L'Oreal in 2014 and delisted from the Hong Kong Stock Exchange after the transaction was completed.

Some industry insiders speculate that there may be some kind of transaction between Lirenlizhuang, L'Oreal and Papi Jiang. The reporter found that Liren Lizhuang happened to be a partner of L'Oreal Group and was mainly responsible for the latter's online distribution. In addition, in April when Papi Jiang auctioned advertisements, the internal marketing team of Meiji was shocked. In early April, L'Oreal (China) officially incorporated the Meiji facial mask marketing and marketing department into the L'Oreal Popular Cosmetics Department for management. Some of the Meiji teams will be moved to Shanghai, and the original independent operation model in Guangzhou was broken; at the end of April, She Yuyuan, CEO of Meiji Holdings, was reported to be suspected of resigning.