As long-time readers know, there is a skincare brand that we have been working with for more than three years.
Recommended so many times, everyone's feedback is also good.
Today open a mask group purchase, has been squatting small partners can start.
Friends who do not understand can take a detailed look at the introduction.
The smiling and charming girl in the photo is called Xi Chen, studying at Tsinghua University. After graduating from undergraduate, she received a full scholarship from the University of Illinois to study nuclear physics. (After graduation, because she worked at Westinghouse Electric's nuclear power plant, the U.S. government almost didn't let her come back...) ）
After returning to China, he entered a state-owned enterprise and was responsible for nearly one billion nuclear power plant projects. But since having a baby, he has left his job and returned to the family.
She actually made a cosmetics brand while taking the child. And when a product has not yet been sold, it has smashed millions.
The following is the story about Xi Chen's "fearfulness" in the year of entrepreneurship:
"Since returning to China, the price of domestic cosmetics has surprised me - the same product, all official channels, the price at home is almost twice as high as that of abroad!"
"The prices of some brands I usually use, such as Lan *Kou, Estée *Dai, and SKII, are generally higher than the sky in the Chinese market. Especially the mask, a piece of it costs hundreds of yuan. ”
In the process of finding a domestic mask substitute, Xi Chen did not find a very suitable choice. Instead, as she learned more, she found a huge market gap:
There is a lack of some low-priced high-quality masks in China, and if she can make a good product, she is very sure to take a good market.
"To make a mask that is cheap and the quality is comparable to that of the big brands."
After having this idea, Xi Chen first let the female friends around him vote: to choose the mask that they felt was the best to use and most wanted to have.
After receiving 1,073 votes, SKII's ex-boyfriend Mask and Estée Lauder's Iron Man finished in the top two with 89% of the vote.
Xi Chen made up his mind to be a spoiler in the mask industry:
"I'm going to make a mask that's as high quality as SKII's and sell it at a low price."
However, this is easier said than done.
The one who can make such a high-quality mask must be an international manufacturer, she thought of COSMAX.
Its industry status is even higher than foxconn in the electronics industry, with companies set up in the United States, Indonesia, South Korea, etc., and 140 of the well-known international brands are oem by Cosmex: Dior, Chanel, Lancôme, SKII, Bobbi Brown and so on.
However, as a domestic start-up brand with no fame and background, it is difficult to cooperate with such an international first-line manufacturer.
The cooperation emails sent by Xi Chen to the parent company were all sunk in the sea. Stubborn, she was not willing, squatted at the entrance of the factory for a month, was persuaded to leave three times by the security guards, and failed to see the person in charge of the factory.
Just when she was about to despair, her friend pulled the line, and finally met the person in charge of the manufacturer after several turns.
Recalling the experience of communicating with the manufacturer, Xi Chen cried and laughed, saying that the manufacturer advised her to give up as soon as they met.
"Most of the masks on the market are more than 85% water plus less than 10% of ordinary essences (many have 3%-4% is good), and the cost is very low."
Such a mask, after applying, is wet on the face, the effect is not obvious. At the beginning, I decided to use yeast essence with better mask ingredients, and the price was more than 5 times more expensive than ordinary masks.
At that time, the head of the manufacturer was kind enough to dissuade me, saying that like SKII, Estée Lauder, the raw material cost of this noblewoman mask is very high, for a domestic brand, with such good raw materials and technology, no one buys expensive, selling cheap You still have to lose money, why bother. ”
As a result, Xi Chen's reaction surprised the manufacturer and friends.
Xi Chen said: "Since I have decided to do it, I will simply do it to the end." I'm going to make a mask that doesn't contain a drop of water, it's all 'fairy water'! ”
SKII's hot-selling Fairy Water and Ex-Boyfriend Mask, the core ingredient of the formula, are all natural revitalizing yeast extracts. It can "crush" the pigment group on your face, even out skin tone, and give you a ladylike beauty experience.
However, even if the factory has a "fairy water" formula and process, if you want to make a mask that does not add a drop of water and is purely yeast essence, it is necessary to improve on the basis of the original formula.
In order to achieve this goal, Richard, Xi Chen's partner, eats and lives together with R&D personnel in the factory. As an old fritter who has been immersed in the cosmetics industry for more than 20 years, he found that the purification of yeast essence is far more difficult than they thought. Fail again and again, start again and again.
Finally, three months later, the parent company attached importance to this cooperation and directly sent the R&D director to Guangzhou to assist in the research and development.
And an exception is provided with an exclusive patent to optimize the formula - white fungus fruiting body extract (super moisturizing effect, it can increase the moisture content of the skin's stratum corneum by 56%, and it is not sticky at all).
After trying the second fermentation, they got a yeast strain with higher fermentation purity and active ingredients.
What is exciting is that this yeast contains more than 50 kinds of natural nutrients such as protein, carnosine, vitamin B, immunogly polysaccharides, etc., which can strongly improve the innate water retention function of the skin and achieve a moisturizing effect.
Because of this, Xi Chen was able to get his wish and really make a mask that did not add a drop of water, but was all a nutritional essence "Immortal Water"!
Based on this yeast, it can greatly enhance cellular metabolism, improve dullness, reduce wrinkles, and fight skin aging, and Xi Chen and his team named it: "Anti-Time Yeast Essence".
Masks made with this yeast are like a "skin SPA", the "damaged" skin is rejuvenated, and the person is naturally younger.
Xi Chen gave the brand a name: Zhi Ka Mei Forensic joy, hoping that every user who uses his own brand products will feel physically and mentally happy in the process of becoming beautiful.
For a mask, in addition to raw materials, a good film cloth is also very important. In general, there is a big pain point for masks on the market:
Because of the cost, it is a single-line cutting, resulting in thinness and poor support, and can not support water. As soon as I opened it, I was half wrapped in water, and the mask was pasted on the face and the water was dripping, flowing down the face to the neck, and I was upset when I thought about it.
To solve this problem, most masks will add a pearlescent film to shape the membrane cloth. However, as long as most of the pearlescent film contains fluorescent agents, it is easy to decompose harmful substances and dissolve them in the mask essence, which greatly increases the chance of allergies.
And because the fit between part of the pearlescent film and the film cloth is not good enough, too much air remains in the bag when injecting the essence, which is easy to breed bacteria.
A big brand mask, the plastic paper below is a pearlescent film, smear some essence on the hand, with a fluorescent agent test lamp is blue (the description contains fluorescent agent, not recommended to use)
The mask of Uekami adopts a unique "sandwich" structure (three layers inside and outside), which is thicker than the ordinary film cloth and can carry more than 13 times its own weight of water essence.
Therefore, after this mask is applied to the face, the essence will not flow all over the neck, and the membrane cloth can lock in the full essence.
Not only does it not require pearlescent film at all, but it also absorbs oil and does not absorb water.
If you forget the time while applying it, you don't have to worry about your face getting drier and drier. The "pressurized" function will allow the skin to better absorb the essence of the mask without wasting a drop.
Many masks have poor elasticity and lifting effect, when they are applied, they are not too big or too small, completely unsuitable for the face shape, and many places on the side of the chin face cannot be applied, and they are deformed when they are pulled.
In view of this, Yukimi uses a multi-knife cut and S-type elastic structure, which can easily fit any kind of face shape, the sides of the nose, the eye area, the chin skin, any small fine lines can be taken into account, and more importantly, the face can also be lifted!
Consumer Buyer Show//
The moment you get the product, you can feel the brand's intentions, the packaging is simple and atmospheric, each box is heavy, and it is indeed full of materials.
I first looked at the ingredients, and the first ingredient was not water but yeast.
You know, the cosmetics industry has strict standards, the more in the front of the instructions the more content. The first ingredient in most masks on the market is water, and the Yakame Anti-Time Mask is a yeast extract.
Tearing open the bag and taking it out, a fresh smell came to the nose. Squeeze hard and it's full of essence.
Apply to the face, pull down slightly, the face can basically cover, the lifting effect is also obvious.
No matter how I moved, not a drop of water really flowed down, unlike the sticky ones before. It felt like a stream was flowing through the woods, and every pore on the face was grunting and drinking.
Absorption is also very good, after about 20 minutes, there is a little dry on the outside, but the magic is that the inside is actually super moist.
Looking in the mirror, the skin seems to have drunk enough water, one degree brighter than before the application, the pores are not so obvious, the acne is calmed a lot, and the fine lines are also less. It's slippery, tender to the touch, and moisturizing, like a "shelled egg." It feels like the nights I've stayed up lately have been taken away by it.
Finally having this mask that was so good that it made people scream, everyone on the team was full of confidence and expectation for the product. However, how can consumers know and accept it?
"Throwing money" shops and celebrity endorsements are the fastest methods. However, the team has already invested most of its money in product development. Promotional costs are stretched thin, and consumers are far away.
Xi Chen, who used to be responsible for a billion project budget, can only "go shirtless" with the team this time - in the most "stupid" way, invite the small partners who are interested in the opposite film to try it.
The first batch of "seed users" had 150.
Surprisingly, 143 out of 150 people said that the ZhiKamei mask was the cost-effective and effective mask they had used.
A model user in Shenzhen immediately placed an order to buy three boxes on the second day of receiving the product.
"It feels like it's not much different from my ex-boyfriend mask.
I had applied it the afternoon before, and the next night I felt that my skin was translucent. In particular, there are many essences, and when I can't finish them, I wipe my arms and thighs. ”
It is very interesting that on the first anniversary of Zhi Kamei, an interactive exchange with an old customer was held, and then it was found that the proportion of boys was quite large, and some boys feedback was used by themselves, and most of them were bought for their wives or girlfriends.
When talking about this matter, Xi Chen was very excited: "Our whole team is particularly happy, and we feel that our efforts have not been in vain. ”
In addition, it has also passed the state food and drug administration for the record, 6 no additives (no flavor, alcohol, pigment, etc.).
So, even though it's been on the market for more than 2 years, the reviews are as good as ever.
So, how much does this mask that makes so many customers love it cost?
SKII's ex-boyfriend mask is 6 pieces and costs 740 yuan, and the average downside is about 123 yuan;
The Estée Lauder Iron Man mask is 8 pieces is 1190 yuan, the average piece is 148 yuan.
And the craftsmanship and quality of this anti-time mask are not inferior to them at all, and it is reasonable to say that it is about the same price.
But Xi Chen said that she could not forget the original intention of doing it, and after careful consideration, the price was only set at 5 pieces / 139 yuan, that is to say, only 27.8 yuan, only close to 1/5 of SKII!
In the promotion stage, in order to let everyone have the opportunity to feel its quality, the brand side gave readers a special offer: a special price of 99 yuan, a discount of 40 yuan. That's $19.8 a piece!
Three boxes of 267 yuan, each box is less than 10 yuan, equivalent to 89 yuan a box! It is recommended to purchase at least 3 boxes to witness the new skin changes~
Twelve boxes of hoarding: ¥1068, a bottle of eye cream worth 218 yuan plus a set of family portrait samples. More favorable than Tmall Double 11.
Worry-free shopping: Received goods can be disassembled first, dissatisfied with the support within 30 days without reason to return the refund.
Exclusive to Miao Ge readers
One box of discounts: 99 yuan
Three-box discount pack: 267 yuan free skin care experience pack
Five-box discount: 445 yuan free skincare travel pack