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March into the skin care effect, the first of the trilogy of nursing mask set
At the new product launch yesterday (August 16), Midea, a brand of L 'Oré al Group, grandly launched the first cinema-level home care package, namely the beauty-like pore sauna cabin, and officially entered the high-end cinema-level skin care efficacy market.
According to reports, this "beauty pore sauna cabin" was jointly developed by five authoritative scientists and 1 1 R&D senior personnel. After 15 months of hundreds of experiments, 1 1 times of formula optimization, aimed at overcoming the problems of blackheads and large pores faced by people and young white-collar consumers in the Z era.
Different from ordinary mask products, this home theater care mask set includes three products: compound acid self-heating bottle, patch mud film and blackhead removal tool. When using it, it needs to be divided into three steps: first, use a self-heating bottle, then paste a mask, and finally use a blackhead remover to clean it.
According to Midea brand introduction, the three products in the suit also have their own functions and characteristics. Among them, the self-heating safety bottle adopts exclusive high-concentration anhydrous formula, which is rich in 10% vitamin C, salicylic acid and octanoyl salicylic acid, releasing micro-heat factors, opening pores and exfoliating; The mask is the first patch mud film in America. Kaolin and aluminum silicate are sealed in film cloth, which can absorb oil and dirt and shrink pores at the same time. After the first two steps, use a two-way blackhead stick to remove blackheads accurately, leaving the skin clean and bright.
Product design inspired by cinema experience benefits from consumers' demand for high-quality and effective skin care products in the cinema.
The White Paper on Insights into Medical Beauty Industry in China in 2020 points out that with the expansion of medical beauty population, the market size of medical beauty will reach 311500 million yuan by 2023, and the growth rate of Light medical cosmetology market will be higher than that of surgical medical beauty and become the mainstream of the market.
In this regard, Lin Xinrong, director of the L 'Oré al China R&D Center Skin Care Laboratory, said that Midea's entry into the cinema-level skin care market is aimed at improving the category on the basis of meeting the market demand.
At the same time, Midea also chose Olivia as the brand spokesperson to show the power of women's "transformation" and "dream".
At present, this new product has been sold in online flagship stores in Tmall and JD.COM. The current price is 136 yuan/box (5-piece pack), and the average single piece price is 27.2 yuan, which is nearly twice as high as other masks in the United States. However, compared with the prices of masks in other theaters, the price of beauty is slightly close to the people.
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Reshape 7 product lines, not just masks.
If the release of a cinema-level home care package is not enough to show the determination of Midea's transformation, then seven new product camps covering different functions such as moisturizing, whitening and lightening spots, emergency repair, anti-aging, skin lightening and acne removal, and oil control are enough to glimpse Midea's efforts to cope with market changes.
In fact, from 20 19, this brand, once known as the "king of masks", began the road of transformation.
Insight into the increasingly diverse needs of consumers in China for efficient skin care, Midea decided on the brand development and product matrix strategy of "ingredient-based and efficacy-oriented" in 20 19, and launched the star explosion product in the field of whitening mask-"whitening milk mask", which met the dual needs of young consumers in China for higher mask fit and whitening efficacy, and obtained the whitening certificate issued by the State Administration of Medical Supplies.
In the same year, with the evolution of consumption upgrading, special skin care products represented by stock solution are increasingly favored by the younger generation. Midea also extended the successful experience of mask category to high-energy stock solution skin care products and launched a series of nicotinamide stock solution products.
Under this vision, beauty cosmetics are upgraded from basic hydrating function to whitening, repairing and other functions, from mask category to skin care, from single mask patch to cinema home care suit. "For the future, beauty is still a' transformation' process from accumulation to breakthrough, and it can also extend a lot of imagination and development space. At the same time, cinema products are not only clean, but also develop into more functions. "
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Strengthen the mass base
Win the future victory with long-term doctrine.
"The development of things can't be smooth sailing, so can the development of brands, but on the whole it is in a spiral state. Only with a long-term development posture can we win the future."
When talking about the past development of 18 in the United States, Li Xiaomei is very confident in two points: first, the mass base established by the United States from 18; Second, beauty has promoted the development of mask categories.
"Beauty is the accumulation and precipitation of 18 years, which has laid a good foundation for the subsequent development of the brand. Today, the brand continues to break records in terms of transformation ability, customer retention ability and new recruitment ability. " Li Xiaomei said that this mass base gives Midea an advantage in winning customers in this highly competitive mask market.
In order to expand this advantage, Midea will use the L 'Oré al Consumer Data Center to gain insight into consumers' behaviors and habits, expand new channels and deepen contact with consumers. In 2020, Midea brand will launch the group's first brand virtual spokesperson "Sister M", approaching young consumers with a very Chinese-style image, approachable personality positioning and knowledgeable and reliable scientific research identity, and conveying the brand concept of Midea more vividly and comprehensively.
Secondly, in the process of brand transformation in the past few years, Beauty is facing challenges, but it still brings innovation and promotion to mask categories, such as the membrane-liquid separation technology of Beauty is Fresh Membrane Injection Series, and the 12 1 high-temperature sterilization process of Centella asiatica soothing and repairing mask.
Moreover, with the support of Midea Mask Research Center and L 'Oré al consumer insight data, Midea also feeds back the group's category innovation, constantly empowers its brands to develop mask product lines, helps L 'Oré al to build a leading product matrix in China mask market, and gradually becomes an innovation incubator for building China skin care market.
"Facial mask is the only skin care product in cosmetics that was introduced and developed by China. As the forerunner of this category, Midea hopes to continuously develop and innovate and let the world see the innovative power of China. " Li Xiaomei revealed that in the future, Midea will continue to cultivate consumers and build a brand with high technology level, environmental protection and multiple cross effects.
Editor | Wu Sixin
Proofreading | Wang