3 Marketing Lessons from Labubu for You

This year, there’s been a new trend of Labubu dolls. In case you’re not familiar, Labubu dolls are collectible cute fluffy monster figure toys invented by Kasing Lung in Hong Kong. Labubus are loved by all ages and celebrities alike around the world. The trend gives us several lessons for marketers in any category when thinking about targeting younger trend-forward consumers.

POWER AND INFLUENCE

One of the key ways that Labubu has spread is through the savvy use of international influencers. Lalisa Manobal, a Thai rapper also known by her stage name LISA from the Korean pop group BLACKPINK, has been open about her love for Labubu. In a Vanity Fair Interview, to promote her new solo career, she unboxed many Labubu products. Labubus have been flying off store shelves in Asia and growing in popularity in the U.S. due in part to her influence, and BLACKPINK’s popularity here. Labubus are commonly used as a fashion accessory that’s clipped onto bags instead of their intended use as a collectible figure. LISA has posted photos of multiple Pop Mart products clipped onto her bags on Instagram.

For marketers, Labubus are a reminder to look at international trends and influencers, even if you are a business in the United States. International trends have an influence on younger consumers who look for them.

THE SURPRISE ELEMENT OF BLIND BAGS

The blind bag selling point, Labubus increasing popularity, and Lisa’s endorsement gets consumers to purchase more. Labubus are popular for not only their looks and aesthetics, but also their blind bag selling point. When consumers purchase the product, they don’t know what product or what colorway is inside. Some people buy multiple Labubu blind boxes in hopes of getting their favorite colorway; the delight and surprise aspect keeps consumers buying more. Labubus are popular with Gen Z and Millennials; Just because they aren’t kids anymore, they still enjoy the fun of opening something new and not knowing what they’ll get. It’s even more fun opening something that’s on trend too! Blind boxes are an inexpensive fun way to elevate an average day. Labubus can be a little pick-me-up in the day. For marketers, it can be beneficial to think about how they can take a typical experience and create a moment of delight that turns it from a typical transaction into a special one.

SELF CARE AND SECURITY

Gen Z has cute plushie toys that they carry around and dress up, a comfort talisman almost. That idea of wanting something that gives them a sense of security due to everything that they’ve gone through. There’s this comfort in having something that’s soft around them that gives them a little bit of internal strength in the day-to-day. For marketers, how can they provide this sense of comfort? One example is package tracking. Customers know when their order is packed, when it’s shipped out, when it’s delivered with a picture and it’s comforting to know that this transaction went well. They know that their package didn’t get lost in the mail. For Gen Z it can feel like a stressor not knowing where their items are since technology tools have Gen Z used to instant service. For marketers, through your consumer journey, are you making sure that you’re providing those moments of comfort and security?

THE TAKEAWAYS

For marketers looking to leverage some lessons from the success of Labubu, Ask yourself:

-          How do I think of international influence in what my customers are hearing?

-          How do I elevate common experiences with moments of surprise?

-          How am I bringing self care and security into the consumer journey?

Want to learn more about how your brand can take advantage of cultural shifts and emerging trends to ensure your brand remains relevant and impactful, reach out to our trend and strategy experts here at EmpatiX Consulting: hello@empatixconsulting.com.