Beauty Headlines New Media
With the continuous deepening of the aging of the global population, "how to resist aging" has gradually upgraded to a new consumer market.
According to iMedia Data's "2022-2023 Global and Chinese Anti-aging Industry Development and Consumer Demand Research Report", the global anti-aging market has increased from US$139.5 billion in 2015 to US$216 billion in 2021, with huge development potential in the future. Coincidentally, Euromonitor data also shows that the scale of China's anti-aging market will reach US$10.9 billion (about 72.2 billion yuan) in 2021, a year-on-year increase of 12.15% and the growth rate has continued to rise for three consecutive years.
The huge anti-aging consumer market has made many beauty brands compete to enter the game, and "exclusive ingredients" have become their "sharp weapon" for overtaking. Chinese skin care brands represented by Falberi took the lead in breaking through the technical bottleneck, starting from plant cells and tearing a hole in the anti-aging track to enter the "exclusive ingredients" track, setting an example for local brands.
In order to break the ceiling of the industry, Faberi broke the "stuck neck" problem of the anti-aging track and developed powerful Chinese skin care products with strong scientific research capabilities.
01
Swiss-French co-creation of "global exclusive ingredients"
Press the "Pause button" for anti-aging
Wang Xiumei, founder of Falberry, once publicly said that the brand was thinking about a problem at the beginning of its establishment, that is, if there is no exclusive creative raw materials and technical core, it is easy to be eliminated by the market and replaced by other brands.
The picture shows the Guangzhou headquarters of the Faberi brand
In order to achieve "long-term popularity" rather than "Internet celebrity", Faberry's global R&D journey in 2019 began again, this time the brand set its sights on Switzerland, France and other countries. Falberit teamed up with the world-renowned cell laboratory - NAOLYS French laboratory to screen native cells from plant cells such as mandarintail flowers, marine spines, alpine plants, marine algae for suspension and domestication, and observed, detected and analyzed the entire efficacy fragment data of plant native cells, and finally locked in Edelweiss.
In order to enhance the efficacy of the entire cultured cell, Fabri, the French R&D laboratory NAOLYS team and the Swiss R&D room selected effective cell fragments of edelweiss to cultivate mother cells, using the world's cutting-edge cell transfer technology, through the suspension domestication and cultivation of edelweiss to fully inherit the active ingredients of the plant mother, to achieve the combination of native cells and GSH peptides, and the use of lecithin in the cell membrane of edelweiss to protect GSH from oxidation, breaking the bottleneck of GSH in the skin. Falberly's exclusive raw material FPP-CELL drill cell peptide (FARBERLY-Prodigy Power cell) realizes the binding of protocells and peptides. Not only does it guarantee the cellular integrity of the double phosphorus membrane, but it also improves bioavailability for more visible and powerful skincare benefits.
It is said that the creation of an iconic ingredient is of great help to enhance the vitality of the brand. In 2022, Falberry released the world's exclusive ingredient - FPP-CELL cell peptide, which is obviously to consolidate the core competitiveness of the product with hard power once again, laying a solid moat for the brand to establish a domestic high-end skin care brand.
The exclusive raw material FPP-CELL (FARBERLY-Prodigy Power cell) has been recognized by consumers and industry authorities, and third-party testing agency data show that the subject's forehead wrinkles, nasolabial folds, and firmness have improved significantly after 21 days of use. The raw material has also received a cell counting certificate from the French NAOLYS laboratory, confirming that 10 million plant cells have been added to the Farberly Snow Diamond in three steps.
Without doing superficial efforts to anti-aging from the muscle, Faberi has let many consumers see the charm of domestic brands, and also brought new ideas to the development of many domestic brands.
02
R&D as a carrier
The product is the power
In Faberi's view, there is no shortcut to brand building, only products are the first driving force for the brand to continue to rise. Therefore, since its establishment, Faberi has established quality with products, established brands with quality, and resolutely does not make reactive and reactive products.
Working hard from the source, Faberi knows that strong raw materials and products will be strong. Therefore, as early as three years ago, the brand selected high-quality raw materials from all over the world, united with 16 cutting-edge laboratories around the world to lay out the global exclusive raw material research and development, and cooperated with the advanced skin science research center to build a solid competitive barrier through exclusive raw materials and compete with international brands.
As an anti-aging [1] skincare brand seeking to be developed by formulators around the world, in addition to starting from raw materials, Falberry also attaches great importance to the compatibility between raw materials. After all, a single ingredient in skin care products can not meet the needs of the skin, a perfect product should have a perfect formula, do not do ingredient party, do not pursue the concept of hot ingredient addition, Farbury believes that the real effective skin care depends on the quality of the formula, not the concentration of a single ingredient.
Different from the common practice of using ingredients as a concept, it highlights the actual skin feel and efficacy of the formula, saying that the ingredients are not limited to the ingredients, Faberi seems to not play the card according to the "routine", but subverts the brand system and rules. Undoubtedly, at a time when the industry is seriously homogenized, Faberry's behavior has opened a door for skin care brands.
In addition, Faberi has also continuously increased its investment in R&D costs, introduced excellent R&D systems and talents internationally, carried out strategic cooperation with French, Canadian and Swiss laboratories, and built an industry-university-research platform with the Biomedical Research Institute of Guangzhou University of Technology in China to create a "Joint Laboratory for Cosmetic Efficacy and Safety Research" to promote the transformation of innovation achievements. It is worth mentioning that Faberi has also invested heavily in human clinical testing cooperation with third-class hospitals to ensure the safety and efficacy of products through double verification.
Relying on strong scientific research strength and innovation, Falberry has successfully created one star after another with both technology, efficacy and appearance.
The attitude of being more realistic with products has made Falberry have won numerous awards since its establishment, such as "China's Best Innovative Brand Award", "2018 China Annual Influential Brand", 2019 Cosmetics High-quality Development Conference "Artisan Award", 2021 Ruili "Annual Brand Achievement" Award, many honors are the testimony of Falberry's deep cultivation of products all the way.
03
Focus on the needs of mature users
Unlock the brand's "long red" way
In the face of the epidemic, Faberi is still achieving steady and continuous growth. According to the beauty headline reporter, as of October 31, Faberi has increased its users by more than 45% in 2022. With such curiosity, we interviewed Ms. Wang Xiumei, the founder of Faberly, and learned that Faberi did not do omni-channel marketing promotion during the founding stage, but relied on the user's word-of-mouth to continue fermenting. The brand quickly amassed many loyal fans by word of mouth from old users alone. The brand then established the Libao Home Mini Program to serve more new users online.
It is understood that the Faberi brand has a special product use feedback receiving department, which attaches great importance to the user's experience suggestions. Wang Xiumei, founder of Faberly, believes that returning to the product, allowing users to truly benefit, and good use effect and experience are our best advertising. From the user's point of view to really focus on the product, it is not difficult to see the reason for Fabri's success.
In 2022, Faberi launched the brand communication strategy of "Faberry, Your Young Power", focusing on the value needs of mature women, creating high-quality content based on its own positioning, and directly reaching the first batch of brand sharers through the community and WeChat channels of Moments, and these loyal fans also directly reached the user group through sharing, forming a tree-like sharing divergence, making the brand's communication more warm, implanting core creativity into the user's mind, and strengthening the user's awareness of the brand more directly and efficiently.
Continuous self-improvement of product and marketing capabilities gives Faberi the courage to take a steady pace and attack to gain a foothold in the highly competitive market and open up online and offline channels. Through online (Douyin live broadcast, video number live broadcast, Tmall, Jingdong, Taobao) offline (counters, co-creation stores) diversified multi-channel development.
As the epidemic became more severe and many brands suspended offline activities, Faberi still flexibly carried out various dealer meetings and prepared for the brand's 5th anniversary annual meeting as scheduled. In the state of the large market environment, in addition to good Internet marketing power, dare to face problems, strong learning ability and adaptability are also the advantages of this young brand, we also see Faberry's determination to do a long-term brand.
The big waves are rushing for sand, and the real gold is shining; The vicissitudes of the sea show the true colors of the mighty. Fabri maintains its original intention in the brand; Maintain innovation in products; Be precise in marketing; Keeping your mind on the channel provides a worthy reference for today's skincare brands.
Reporter: Zhang Jing
Editor: Huang Youzhi
Executive Producer: Chen Shanhua