It starts with appearance, gets stuck in appearance, and ends with appearance.
The most important thing in the beauty industry recently: Ju Jingyi changed her makeup.
In the promotional video for the new single, Ju Jingyi changed the familiar "inverted triangle eye makeup + red lips" from a rich retro look to a light makeup look. This new set of makeup has been given the name "Broken Water Makeup". Some netizens believe that the style is similar to the famous Japanese actress Akina Nakamori.
Ju Jingyi is not the only female star to enjoy such treatment. Angelababy took a set of elf-style pictorials last week, and immediately became a hot search topic with the keyword "Elf-styled blockbuster from The Wizard of Oz". The B&B where she took the photos was immediately picked out by netizens, and the same style of Angelababy also appeared on Xiaohongshu. "Sprite" filter.
Whether it is cosmetic items, makeup templates or photo styles, they can always become the "traffic password" of beauty bloggers. Netizens temporarily forgot their "ridicule", praised their beauty, and learned from them how to improve their appearance.
Female stars who have switched sides do not seem to need superior acting skills and singing voices. As long as they grasp the beauty itself, they can be favored.
Beauty is the "safety card" for female stars. And for everyone to realize that this "safety card" can also be played beautifully, we have to start from 2019.
At the iQiyi Scream Night at the end of that year, Ju Jingyi appeared in a velvet black dress and exquisite retro makeup, becoming the focus of the entertainment topic that night. The animated picture of her smiling at the camera on the red carpet has become one of the most iconic pictures that must be mentioned when reviewing her red carpet looks.
Although the actresses who always attract attention on the red carpet, including Angelababy and Dilmurat Dilraba, were not present that night, which made some netizens think that Ju Jingyi just had the "right time", but it is undeniable However, Ju Jingyi’s retro Hong Kong style makeup started a craze for fake makeup and further broadened her “beauty reputation”.
In the past, artists on the red carpet had to compete for brands, haute couture, and world-first wear. Now, as long as they are beautiful enough at the moment they appear in front of the camera, they can create a buzz - Dili The rose gauze dress Reba wore at the 2020 Star Awards was just a wedding dress, but it did little harm to the praise she received that night.
However, the most prominent good impression left by these female stars in the public opinion field is almost only the word "beautiful".
After appearance becomes their biggest reliance, it is difficult for them to make up their minds to make breakthroughs and take further steps in their own work.
Ju Jingyi has used a set of semi-permanent matte makeup across many ancient puppets. When she pretends to be a man, she has to leave two strands of hair beside her cheeks, and her mouth is gagged when she plays the kidnapping scene. The cloth is like a cotton pad; Angelababy's unchanging "smiling lips" have been criticized by a large number of netizens for being prone to drama. In the scene in "My True Friend" where she and the male idol collide with each other in the car, her big eyes and smiling lips are all reflected. Against the background, it almost becomes a thrilling horror film.
Acting is not a photo shoot. If the audience wants to see high-quality dramas, what they need is the actor's ability to fit the role and shape the role. The beauty that is always there will become out of place. Tong Yao once mentioned in an interview that when she played the role of Song Yunping in "Dajiang Dahe", she never looked in the mirror on set, just to prevent her inherent image from affecting the character itself and to fit the natural temperament of the character in the era of the play.
Audiences never dislike beauty itself, but when the boundaries are further blurred and female stars need to spend more energy to ensure their beauty, beauty may be just an empty mask.
Everything in the world is for profit. Only with enough profits can the actresses work hard to create makeup templates.
Celebrity imitation makeup has always been the focus of beauty bloggers’ topic selection. Before Ju Jingyi was born, beauty bloggers were more interested in imitating Asian actresses such as Lisa, or imitating characters in certain popular dramas, such as Lin Daiyu's makeup in "A Dream of Red Mansions" and so on.
process, to teach tips on makeup and photography, and recommend practical cosmetics. The planning of this type of video is similar to the "bag rummaging" videos often shot by fashion magazines, which itself leaves a huge space for brand placement.
On the other hand, the audience’s imitation of female celebrities’ makeup is also beneficial to the celebrities’ image building on social media platforms.
The public does not like artists who are aloof and show off. Taking the initiative to share daily life and generously reveal the secrets of dressing and makeup techniques can increase the life-like atmosphere of celebrities and allow them to step out of the screen.
In 2017, Lin Yun joined Xiaohongshu. In her posts, she neatly removed makeup and took care of her skin, and directly posted pictures of her beauty salon treatments. She received many comments praising her authenticity and down-to-earth attitude. Lin Yun has more than 10 million fans in Xiaohongshu and has become one of the earliest celebrities in Xiaohongshu.
At the same time, large-scale derivative creations around a certain star's makeup have also continued the star's popularity.
Poisonous Eyes has mentioned in previous articles that the keyword “celebrity + style/makeup” is frequently searched, but it is actually for the brand’s eyes. Under the same competitive situation, some brands will judge celebrities' ability to carry goods and fashionability based on the number and location of such hot searches. (Click to read the previous issue: "Why can't celebrities leave Weibo hot searches?")
According to the "Research Report on China's New Generation Consumer Group (Generation Z)", the younger generation at the forefront of the Internet prefers to socialize Sexual consumption, most of the consumption intention comes from sharing with friends, planting grass from KOL, etc., and has a physique that is "easy to be planted".
Celebrities themselves are professionals who spend countless energy on "exquisite" makeup, hairstyle and outfit. They are "authoritative" in the field of beauty and styling. It is easier to follow their makeup and stay at the forefront of fashion. Actresses who are known for their good looks and can attract people to follow trends just by changing their makeup and hair, will naturally be more likely to be favored by beauty, women's clothing and other brands.
Beauty actresses were once considered "fake" and "artificial". Now the public opinion field is beginning to have different voices than in the past: some netizens have begun to affirm their efforts.
The change in audience likes and dislikes stems from the "practicality" of these techniques.
Not all celebrities can afford "beauty". Cecilia Cheung once removed her makeup in the dormitory of "Sisters Riding the Wind and Waves 2", but looking at her face with little difference between before and after makeup, it is difficult for the audience to think that makeup played a decisive role in her face, but that the original facial features created it Her beauty.
Only "acquired beauties" who "counterattack" through their own efforts and gain public recognition for their appearance have the desire for the audience to explore. A very typical "inspirational" actress is Japanese actress Satomi Ishihara. The public is willing to compare her old photos with her current ones to find her "careful tricks" in plastic surgery, makeup, hair and expression management, and Ishihara Satomi has also gained a lot from this. The praise of "American Business Ceiling".
Still taking Ju Jingyi as an example, her native conditions are not considered high-quality in the entertainment industry where there are many beauties: she was born in a Japanese idol group, and her style is more Japanese-style energetic and fresh, which does not meet the requirements of Domestic audiences have always regarded bright and bright as beauty's aesthetic orientation. At the press conference of "Jiuzhou Sky City", Ju Jingyi and Guan Xiaotong were photographed in the same frame, and the latter was easily overwhelmed by the latter who was always ridiculed as "rustic".
However, after the red carpet debut of iQiyi Scream Night in 2019, netizens exclaimed that the little idol who was not outstanding at the time already had the capital to dominate the red carpet. And acquired skills such as matte makeup, wigs, and root perms to raise the top of the skull do not seem to be so difficult to imitate, and even ordinary people can learn a thing or two from them.
The popularization of idols’ business awareness is another reason for the change in netizens’ concepts.
In a traffic economy dominated by fans, artists have the obligation to "do business" to fans. Maintaining perfect appearance at all times is an idol's virtue, and using attractive filters when sharing food will also Fans praised him for his "hard work".
In 2018, Cai Xukun posted on Weibo that he would dye his hair black as a fan benefit, which still caused controversy. However, now idols are posting selfies with 18-square grid and vlogs with exquisite makeup and hair. You will already be praised for knowing business and caring about your fans. Continuously innovating makeup products naturally falls into the category of careful business.
In addition, the side jobs of celebrities are too colorful. Singing and dancing idols go to the crew to film, actors come to variety shows to work hard, and many artists have opened their own hot pot restaurants and clothing brands. Female celebrities come to share their beauty skills, which is just one of thousands of side jobs. "Ugly men in costumes" have been repeatedly denounced by netizens. Female celebrities who work hard to maintain their beauty at least allow the audience to enjoy the spiritual enjoyment of their appearance, which is not really a professional stain.
"Ju Xue" is popular all over the Internet, and the plastic surgery template has been changed for several generations of female stars. Beautiful makeup is ultimately a marketing tool for female stars, used to add icing on the cake and keep them in the memory of the audience. That beautiful shadow.
However, at the moment when the beauty template was imitated by the entire Internet, the female stars have almost transformed into "Internet celebrities". They are female celebrities that everyone imitates, and they are also KOLs who bring goods.
Of course the audience welcomes beauty, but female stars should also look for ambitions beyond beauty.
Text | Long Chengfei
Editor | Zhao Pongfang