Enchanting Innovations: Flower Knows Unveils the Little Angel Series, Revolutionizing Beauty with a Medieval Twist
In the past month, Flower Knows has launched a new series, the Little Angel Series, which has garnered significant attention for introducing two innovative products to their lineup: a blush cream and a lip clay stick. These items represent the brand’s first foray into these product categories.
Within just a few days, it has caused a frenzy on social media with its adorable packaging and innovative products. This speaks volumes about their marketing strategy, which includes selling products in gift box formats to enhance the consumer’s sense of ceremony, effectively raising the average order value with individual product packaging priced below $20. The brand excels in marketing themed series sets and employs a “pre-sale system” similar to that used for anime apparel and figurines. They announce new products 10–15 days in advance on social media platforms such as Weibo and Little Red Book, and offer promotions within the first hour of product launches to increase customer loyalty while reducing production and marketing costs.
Brand Introduction
Flower Knows is a Chinese beauty brand established in August 2016, specializing in affordable cosmetics primarily targeted at young women aged 15 to 35. The brand is renowned for its cute anime-style packaging, attracting consumers who seek sweet and adorable makeup styles. Flower Knows invests heavily in research and development, focusing on original design, exclusive molds, and color matching, to create products that are not only practical but also suitable for Asian consumers. Some of their products, such as the highlighter contour, are considered affordable alternatives to more expensive brands like Shiseido WT905, boasting good quality in terms of powder texture and pigmentation.
In this advertisement, we observe the use of medieval mythology as the overarching theme for the entire series, featuring a dazzling stained glass design coupled with a sculpturally daring assembly of angels for the packaging. This approach successfully recaptures the exquisite grandeur of medieval architecture.
This is not just another cosmetic advertisement but an experience designed to delight both your ears and eyes in the best way possible. The creative shift in this advertising is not limited to makeup alone; it immerses you in an ambiance of beauty, captivating you with every sound and sight.
Flower Knows excels in attracting more customers through blogger endorsements of their products. Prior to the launch of new products, they consistently tease these on social media platforms and allow bloggers early access to these new items, encouraging them to share their experiences. This strategy sparks curiosity among consumers.
They target consumers with a “young at heart” mindset, a concept that deeply resonates with their audience. As an emerging brand, Flower Knows has developed a niche brand culture that resonates with a specific audience, establishing a strong brand image rooted in the founders’ passion for makeup and their close attention to market and consumer demands. The founders’ involvement in product development and testing underscores their commitment to quality and customer satisfaction, demonstrating a business model that prioritizes product innovation driven by the founders, who are also avid users of their makeup products.
