Summary in One Sentence
Recently, four nationally renowned Chinese beauty brands—Vinona, Hanshu, Baiqieling, and Guyu—have successively experienced embarrassing marketing failures. These seemingly isolated incidents actually reflect new changes in the beauty industry. On one hand, there are long-standing issues: brands in categories subject to strict regulation, such as acne treatment and hair loss prevention, secretly exaggerate the effectiveness of their products during live broadcasts and short videos, exploiting loopholes in the review process. On the other hand, AI has introduced new problems. In the past, creating offensive advertisements required significant investment; now, for just a few cents, brands can produce large quantities of content that insults women and fosters anxiety. This has turned what used to be rare marketing mistakes into frequent occurrences, as brands seek quick profits, disregarding the trust built up over years with consumers.
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I. Each Marketing Failure Is Absurd and Hits Two Typical Traps
None of these brand failures were due to mere mistakes; they all fall into two common industry pitfalls:
- The first two cases involve the well-known problem of false advertising: Vinona promoted an acne treatment product on Kuaishou, claiming it could eliminate acne and scars, but the product had not been registered with the authorities as an acne treatment. As a result, the brand was fined 10,000 yuan. This exposes a common flaw among beauty brands: while the product details and packaging are carefully reviewed, live broadcasts are often unregulated, leaving them vulnerable to issues.
- Hanshu’s approach is even more ironic: they advertised a hair loss prevention shampoo, promising a refund if hair did not grow within seven days. A short video showed a man with a bald spot, but the brand claimed the product had no hair growth benefits. This is pure consumer fraud.
- The last two cases demonstrate how AI has changed marketing: Baiqieling used AI to create a video showing flowers withering, linking it to women’s aging, which is clearly offensive marketing. Guyu used AI to show uncomfortable images of acne-ridden women, further insulting them.
II. AI Is Not the Culprit; It Has Reduced the Cost of Bad Marketing
Many brands blame AI for their mistakes, but this is not valid. AI has not created new marketing tactics; it has lowered the barriers to creating offensive content. Three years ago, producing such an ad would have cost tens of thousands, involving writers, models, and post-production. Now, with just a few cents and a few commands, brands can generate hundreds of controversial videos. The cost is so low that mistakes have become common.
III. Brands’ Calculus: Using Offensive Content to Grab Short-Term Attention
Why do brands continue to use offensive and false advertising? The reason is the intense competition for short-video traffic. Users scroll through videos quickly, and serious content fails to attract their attention. However, offensive ads may make them pause and watch longer, giving brands a chance to capture their attention. Brands calculate that even if 99 out of 100 users criticize them, one purchase is still a profit.
IV. A Short-Sighted Strategy That Costs a Lot
These brands are not newcomers; each has a long history and significant marketing investment. They have built their reputation through quality products. But now, they use offensive content to grab attention, only to lose consumer trust and reputation quickly. Young consumers quickly share such ads on social media, damaging their brands.
V. Such Failures Will Become Less Frequent, and Consumer Reactions Will Be the Best Regulation
Regulations are tightening, and AI-generated ads must be clearly labeled. Fines for false advertising are increasing. At the same time, consumers’ tolerance for offensive marketing is zero. If brands continue to use such tactics, they will face significant consequences.
In conclusion, while AI may reduce the cost of bad marketing, it won’t eliminate it. Only by holding brands accountable and encouraging honest product development can the industry improve. Consumers should report offensive ads and pressure brands to focus on quality products.