This summer, the colorful "dopamine" fashion storm swept through. High saturation, bright and vibrant colors touch the hearts of young people. In July, the movie "Barbie" was released, and brands such as Zara, GAP, and HM took the opportunity to launch pink products, undoubtedly throwing another "pink bomb" in this summer of "dopamine" popularity. In order to meet the needs of consumers, many consumer brands have taken advantage of marketing and integrated bright colors into their products or materials. The trend of "dopamine" has spread from the fashion industry to industries such as catering and beauty, and dopamine dressing, makeup, coffee, and tea drinks have quickly become popular. Brands are following the trend and vying for popularity with "high saturation colors, colorful accessories, and rich matching elements". This bold combination has a new name "dopamine" consumption this summer. After "dopamine" became a new internet buzzword, its commonly used highlight colors perfectly matched the colors of summer fruits, providing an opportunity for a variety of brands to take advantage of it and becoming the "traffic password" for major brands in 2023. Including fast fashion and luxury brands such as Uniqlo, Swarovski, ZARA, UR, Chuu, Xicha, Mingchuang Youpin, Li Ning, MiuMiu, LV, and tea drinks, all come to take a share. Starbucks has launched new dopamine color schemes such as Pink Drink Pink Raw Coffee and Dragon Drink Fantasy Purple Raw Coffee. Lucky Coffee proposed the concept of "dopamine ice coffee" and selected six different fruit coffees in different colors to form the "dopamine ice coffee" series. There are both ice coffee orange C and bright orange in American style, as well as green latte and fresh green. A new promotional image was taken with corresponding color schemes, steadily showcasing the essence of dopamine style. Bubble Mart is using dopamine as a topic on social media to create momentum for the new PINO JELLY blind box. Swarovski's nearly 2000 yuan dopamine bracelet has become a standard accessory for dopamine girls. The sales of dopamine cosmetics products on e-commerce platforms such as Vipshop have also continued to rise. Dopamine elements are present in marketing activities such as music festivals, press conferences, runway shows, flash stores, and markets. In terms of catering, Burger King has introduced Barbie Pink Burger and Pink Milk Shake. Haoli Lai opened its first Pink themed store in Beijing. From store decoration to interior decoration, to detailed color schemes such as staff attire, paper bag packaging, shopping trays, and limited items, they all played with dopamine powder, and even the small tickets were pink. For a moment, it seemed that everything could be dopamine, providing consumers with an opportunity to gain short-term healing and universal entertainment in the consumer world, in addition to brand marketing through internet hype. The consumer market requires the happiness factor dopamine, known as the "happiness factor", which is a neurotransmitter used to help cells transmit pulses and is mainly responsible for the transmission of information such as excitement and happiness in the brain. Industry experts believe that colorful colors stimulate positive emotions, and the popularity of "dopamine" reflects the urgent needs of consumers in terms of emotional release and stress relief today. According to Tianyancha patent data, there are currently 306 patent applications related to "emotional value" in China
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：Worker Dairy
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