Summary of Key Points
As a top-tier celebrity, Zhao Lusi launched the beauty brand "ROSE AMIGO" through her holding company. She started by using lip balm as a gift at an concert in Macau as a trial product, adopting a contract manufacturing approach (the same manufacturer is also used for Lin Qingxuan and Nature's Gate products). While celebrity-owned brands have the advantage of traffic and a quick initial launch, they often suffer from insufficient research and development and rely heavily on the celebrity's personal image. Industry experts believe that the key to success lies in breaking out of the fan base and appealing to the general consumer market with both values and product quality.
I. Zhao Lusi's "Owner Status": A Deep Connection to the Brand
"ROSE AMIGO" is not just a brand she endorses; it's a business she owns outright. The trademark is held by Chengdu Maning Limited Enterprise Management Co., Ltd., with Zhao Lusi holding 90% of the shares. The name "ROSE" in the brand reflects her English name "ROSY," clearly leveraging her personal identity. The brand has already opened official flagship stores on Douyin and REDnote (with 35,000 and 12,000 followers respectively), but no products have been released yet. The concert gift was a first step to gather feedback from fans and build momentum for future production.
She previously launched the lifestyle brand "ROSYDOEDIAN," which sold hats and AI glasses. Entering the beauty industry is an extension of her efforts to monetize her personal brand.
II. How Did the Products Come Out So Quickly? Thanks to the "Contract Manufacturing Model"
Celebrities who want to start a business without investing heavily in manufacturing often choose contract manufacturing: they find established factories to produce the products while focusing on branding and marketing. The manufacturer of Zhao Lusi's lip balm is Enkers (Shanghai) Cosmetics Co., Ltd., which also produces for Lin Qingxuan and Nature's Gate, indicating a reliable supply chain.
What's even more impressive is the speed of development: the product underwent efficacy testing in mid-to-late June, was registered on July 8th, and appeared as a concert gift just three days later. This efficiency is a significant advantage of contract manufacturing, as it eliminates the need for in-house research and production, allowing products to be launched quickly to fans.
III. The Natural Advantages of Celebrities Creating Brands
Celebrities have a natural advantage when starting a brand:
1. Cost Savings on Advertising: With 24.92 million followers on REDnote, Zhao Lusi can easily gain popularity through concerts and social media without the need for costly marketing campaigns.
2. Fan Trust: Fans are willing to buy products from their idols, spreading word about them voluntarily, making it easy to acquire initial users.
3. Positive Image: Her "sweet girl" image adds a "young and cute" vibe to the brand, helping it stand out in a competitive beauty market.
Industry experts point out that this is the biggest advantage of celebrity-owned brands: they can gain momentum quickly with lower initial costs.
IV. Potential Challenges: Relying on Fans Can Be Risky
However, there are also risks:
1. Lack of Research and Development: Many celebrities focus only on appearance and comfort, neglecting innovation (such as developing proprietary ingredients).
2. Dependence on the Image: If the products aren't appealing, fans may lose interest quickly, similar to brands like Kim Kardashian's SKKN and Kate Moss' Cosmoss.
3. High Professional Requirements: Managing the supply chain, operations, and distribution channels requires a professional team. With busy schedules, celebrities may struggle to oversee these aspects, which can lead to brand failures.
V. The Key to Success: Breaking Out of the Fan Base and Connecting with the General Public
To avoid short-lived success, celebrity brands need to move from being exclusive to appealing to the broader public. For example, Rihanna's Fenty Beauty generates over $4 billion in annual sales not because of her fame but because it offers inclusive beauty products (with dozens of foundation shades for various skin types), conveying a message of equality. The key is to convey the celebrity's professional qualities and values to the general consumer base.
In summary, Zhao Lusi's entry into the beauty industry is a typical example of how a celebrity can monetize their brand. While contract manufacturing helps with a quick launch, long-term success requires investment in research and development and a focus on product quality and values that resonate with the broader audience. After all, while fans can drive initial interest, it's customer loyalty that ensures sustainable growth.