In the environment of omni-media era with new media technology as the mainstream information communication channel, the Cross-border marketing method of IP industry and makeup joint name can not only enhance brand visibility and visibility, but also strengthen the value of brand image, which has a positive effect on the development of I P and the brand itself. However, the joint-branded market has hidden dangers and chaos. In the process of rapid development, the compatibility of the Co-branded products; the emergence of frequent Co-branded products makes aesthetic fatigue for consumers; and the quality and price of the Co-branded products are uneven. Not only did not achieve the expected income, but also caused some damage to the image of the joint parties. This paper takes the joint name of M · A · C and King of Glory as an example to analyze and study the problems existing in Cross-border marketing and provide marketing suggestions for the development of IP Cross-border marketing activities.