Winona Announces Liu Shishi as a New Brand Spokesperson Winona Announces Liu Shishi as a New Brand Spokesperson

Winona Announces Liu Shishi as a New Brand Spokesperson
Start a new journey of skin health with Winona!

On April 18, Winona, a dermatological-level skincare brand specializing in sensitive skin, officially announced its new brand spokesperson, Liu Shishi. Moreover, the television commercial (TVC) titled "Congratulations, Spring is Finally Over" launched simultaneously sparked heated discussion and received high praise across social platforms like Weibo, Douyin, Xiaohongshu, and WeChat. On the day of the official announcement, the hashtag #New Endorsement by Liu Shishi# ranked among the top 15 hot topics on Weibo, further boosting the influence of the second-generation Winona Tolerance-Extreme Cream. This success helped Winona reach another peak of "integrating brand promotion and sales performance" following the brand upgrade.

Embark on a new journey of skin health for free beauty with Liu Shishi

As a star known for her blend of strength and beauty, Liu Shishi has solidified her influence and reputation with many excellent film and television works, making her popularity beyond doubt. As a national brand, Winona's new brand concept of "Specializing in Sensitive Skin for Daily Healthy Beauty" aligns well with Liu Shishi's unique charm of natural grace. Together, the two foster a unified cognition and experience among consumers.

On April 17, within just an hour after the trailer featuring Winona's new brand spokesperson being released, the hashtag #Winona Liu Shishi# quickly rose to the top 7 on Weibo's trending topics, further boosting the popularity of Winona's brand upgrade. This success allows Winona to embody brand attitude by creating high-quality content. On April 18, the TVC titled "Congratulations, Spring is Finally Over" was launched simultaneously, further enhancing the fit between Winona and Liu Shishi.

As a scene-based interpretation, the short film concretizes the complex emotions of people with sensitive skin towards spring. "All spring, you wear a thick mask, shy away from blooming flowers, and blush when the wind touches your face," Liu Shishi remarked in the short film, creating emotive scenes that resonate. This narrative captures the yearning of those with sensitive skin for healing.

"May you itch only in the heart; May you blush only because you are shy for love; May your weep only because you are touched; May you discover joy in spring rather than sensitivity from now on." In this heartfelt exchange, the short film artfully wove Winona's concept of healthy beauty into the public mind as a life attitude. This allows the brand to establish emotional resonance with consumers, providing a dual healing experience from inside out and reinforcing a more vivid brand value.

Brand upgrading to protect sensitive skin with professional solutions

For Winona, the core of brand upgrading is to strengthen brand concept, accompanied by the evolution of product series and market strategy. Before this official spokesperson announcement, Winona has engaged in a series of actions around brand upgrading.

After 13 years of development, Winona's classic product, the Tolerance-Extreme Cream, received its first update at the end of February this year. As one of the most important milestones in Winona's strategy to enter the 2.0 era, the second-generation Winona Tolerance-Extreme Cream moves beyond mere repair to address the root cause of skin sensitivity. First, the formulation upgrade includes a shift from prinsepia utilis royle oil to prinsepia utilis royle polysaccharide, delivering more remarkable efficacy. Second, the packaging maintains the concept of vacuum for freshness, with a new replaceable insert to minimize waste and offer consumers more options. According to the brand history, every stage of Winona's innovation is inseparable from its growing expertise over time.

At present, Winona boasts 19 renowned dermatology professors and 63 dermatologists. The brand holds over 70 clinical validations in dermatology from leading hospitals worldwide, along with 300+ papers on Winona products comprising basic research, process routes, and clinical validations. Additionally, Winona has played a role in creating 15 national expert guidelines and 31 group standards. As the first dermatological-level skincare brand to have passed clinical trials in China, "safety and efficacy" are exactly the precious qualities created following Winona's 13 years of steadfast commitment to excellence. Moreover, these attributes are the key for the brand to compete with international brands and to stand out in the domestic cosmeceutical market.

Currently, the Chinese market has developed a deeper understanding and higher demand for cosmeceutical products. Guided by the product force 2.0 of "specific field, in-depth research, and effective results", Winona is promoting the product R&D process, raw material selection, human evaluation, clinical research, and the R&D platform for Yunnan characteristic plants into the 2.0 era.

On March 1, 2024, Winona held a brand 2.0 strategic upgrade conference, announcing that it has officially entered the 2.0 stage from "focusing on sensitive skin" to "specializing in sensitive skin". This marks a shift from solely healing sensitive skin to embracing a new era of healthy skin and free beauty. If Winona 1.0 equates to "Sensitive Skin", then Winona 2.0 can be defined as "Sensitive Skin Care Solutions" leading to "Healthy Skin for Free Beauty". Winona will offer a comprehensive and efficient system solution for sensitive skin care, expanding the realm of effective care for sensitive skin. This will address various advanced skincare requirements for sensitive skin, including repair, sun protection, whitening, and anti-aging.

At a critical stage of launching the brand 2.0 strategy, Winona and its spokesperson Liu Shishi achieved mutual success. This achievement not only further enhanced the brand influence and solidified its core values in people's hearts but also helped Winona to develop into a world-class cosmeceutical brand, attracting more users to embark on a journey towards healthy beauty together.