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White Rabbit lip balm, spicy duck lipstick – Chinese food brands’ crossover beauty products

大白兔味唇膏、辣鸭唇膏——中国食品品牌推出跨界美容产品



The first batch of White Rabbit lip balm sold out within seconds, and the nostalgic food brand isn’t alone when it comes to viral marketing of beauty products

第一批大白兔唇膏在几秒钟内就被抢购一空,而怀旧食品品牌商并不是唯一一个针对美容产品进行病毒营销的商家。

The White Rabbit milk-flavoured candy has been a long-time favourite of Chinese children; however, the brand’s newest offering, infused with the essences of olive and sweet almonds, is not a piece of confectionery – it’s a lip balm.

大白兔奶糖的牛奶味一直是中国孩子们的最爱。然而在该品牌最新产品中商家加入了橄榄和甜杏仁精华,而且也不再是一种糖果——是一种唇膏。

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“I feel for Chinese brands that have a lot of history like ours, we not only need to stay classic but become viral as well,” Meijiajing brand manager Li Chenshen told KNews on the launch of the White Rabbit lip balm.

“我觉得很多中国品牌有类似我们这样的历史,我们不仅需要保持经典情怀,还需要像病毒一样传播自我,”推出大白兔唇膏的美加净品牌经理李晨深告诉KNews。

Going viral translates into sales. According to the China Internet Report from the Post and 500 start-ups, Pinduoduo – a social e-commerce company that allows user to participate in group buying deals – has reached 100 billion yuan (US$14 billion) in gross merchandise sales in two and a half years. For Alibaba’s Taobao e-commerce platform (Alibaba owns the South China Morning Post), it took five years to reach this figure.

病毒式销售。《中国互联网报道》采访500家初创企业时提到,拼多多作为一家允许用户进行团购的社交电子商务公司,在两年半时间里该公司商品销售总额达到了1000亿元人民币(约合140亿美元)。阿里巴巴旗下淘宝电子商务平台(阿里巴巴拥有南华早报股权)则花了5年时间才达到这个数字。

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Here are four beauty crossover products from Chinese food and beverage companies.

以下是四款中国饮食公司跨界出产的四款美容产品:



White Rabbit lip balm
News of the limited-edition lip balm generated hundreds of comments on Weibo, China’s version of Twitter, and the presale sold out in seconds. The packaging is designed to invoke maximum nostalgia as it looks exactly like the iconic candy that generations of Chinese children have grown up with.
“What if I mistake it for the White Rabbit candy and eat it?” one Weibo user posted.
Another release has been planned for November.

大白兔润唇膏
限量版唇膏即将发布的消息在中国版推特——新浪微博上引起了数百条评论,而这则新闻发布后产品在几秒钟内就被抢购一空。这种包装的设计初衷是唤起人们的怀旧之情,因为它看起来就像中国孩子们成长时吃过的标志性糖果。
“如果我把它误认为是大白兔奶糖吃掉了怎么办?”一名微博用户写道。
另一个版本的唇膏已经计划在11月发布。



Zhou Hei Ya “Hot Kisses” lipsticks
The Wuhan-based food company is known for its spicy braised duck and went public on the Hong Kong stock exchange in 2016. The Zhou Hei Ya “Hot Kisses” lipsticks were launched together with Chinese beauty company Unifon. It comes in three different shades.
The product was promoted by Tmall and Vogue, which filmed an advertisement featuring a model taking a bite out of a Zhou Hei Ya braised duck before applying the lipstick.

周黑鸭的“热吻”唇膏
这家总部位于武汉的食品公司以其辛辣炖鸭而闻名,并于2016年在香港证券交易所上市。周黑鸭与中国美容公司Unifon一起推出了热吻唇膏。它产品有三种不同色调。
这款产品在天猫和时尚杂志Vogue上公开推出。该公司拍摄广告中一名模特在涂口红前特地咬了一份周黑鸭。



Luzhou Laojiao sorghum liquor perfume
The liquor company is named after Luzhou in Sichuan province, where sorghum liquor has been brewed for hundreds of years. The brand has a macho image, as the drink is popular with older Chinese men; however, the Luzhou Laojiao perfume, released this year, has a very feminine design with a light pink bottle and flowers on the packaging.
“Luzhou streets are filled with the fragrance of liquor. Now, Luzhou Laojiao will use a brand new way to interpret the charms of our city,” the company wrote in the advertising for the perfume, which is no longer on sale.

泸州老窖高粱酒香水
这家酒业公司以四川省泸州命名,那里用高粱酒酿酒历史已经持续几百年。因为这种饮料在中国老年人中很受欢迎,所以理所当然带有了一股男子气概;然而今年推出的泸州老窖香水有一种非常女性化的设计感,瓶子淡粉色和包装上还有花朵。



Fulinmen make-up remover
Fulinmen is a manufacturer of cooking oils and its products can be found in many Chinese households. It worked together with cosmetics brand Afu on a make-up remover that was sold on Tmall.
The product features gold “fu” characters on its packaging, which is Chinese for happiness and makes up part of the cooking oil brand’s name.

福临门食用油卸妆液
福临门是中国食用油制造商,其产品在中国很多家庭中都能看到。该公司与化妆品品牌Afu合作,在天猫上出售卸妆油。
该产品包装上有金色“福”字,这对中国人来说意味着幸福同时也是食用油品牌的一部分。