The mother and baby market is entering a new revolution. When the post-90s and 95s gradually become the core consumers of mothers and babies, the concepts of "scientific parenting" and "refined parenting" brought by them are setting off a new storm. Among them, the "age-divided washing and care" proposed by the rabbit-headed mother accurately meets the needs of the "new mother and baby population" and has become a new concept for mothers to raise children.
On February 25, the mother and baby brand Rabbit-headed Mother held the [2023 Children's Cleaning and Care Trend Conference] in Hangzhou, released a number of children's care category application guidelines with the theme of "new people, new scenes, new categories", and joined hands with more than ten domestic scientific research professors to upgrade children's skin care solutions again and promote the new change of the aging of the maternal and infant market.
Age + Bionic Rabbit-headed mother opens up a unique product research and development concept
As the first brand in China to play the concept of children's age-divided cleaning, Rabbit-headed Mother has entered the domestic children's cleaning and care track for less than 2 years, and its annual sales have exceeded 500 million. Starting from the skin problems of children of different ages, the rabbit head mother has created a four-order children's skin care plan: S+ problem muscle, 0-3 years old new muscle, 3-12 year old school age muscle, 13+ year old juvenile muscle.
Liu Nan, founder of Rabbit Head Mother, mentioned the necessity and future development trend of children's age-divided care at the meeting. There are more and more second-child families, and new needs are put forward for the age and professionalism of maternal and infant products. The fourth-order children's age-grading care of rabbit-headed mothers has promoted the subdivision of domestic children's toiletries, but also constantly stumbled on product formulas and ingredients.
At the event, Rabbit Head Mother announced that Professor Yang Cheng of the School of Chemical and Materials Engineering of Jiangnan University served as the chief scientist of the Rabbit Head Mother brand, becoming the first children's skin care brand to set up the highest scientific research post. Professor Yang Cheng believes that on the one hand, the scientific research on children's skin aging is gradually maturing, and the necessity of fine care for age classification is being scientifically verified, and the skin characteristics, behavioral habits and nursing requirements of children of different ages are different, and the efficacy requirements of products are also different; On the other hand, the formulation design principles of the new regulations on children's skin care products promulgated in recent years can also clearly point out the completely different efficacy references of 0-3 and 3-12 different age groups.
The fourth generation of cleansing watch is exclusively self-developed Bio-Rhlclean
In 2022, Rabbit-headed Mother Innovation will introduce the children's age-divided cleansing category to the market with APG Compound, achieving a 700% increase in the children's facial cleanser category on e-commerce platforms. When most brands develop children's facial cleanser with adult skin standards, Rabbit Mother abandons the formula idea of pure amino acids and develops a formula of APG+ amino acid compound that has no tears and 0 stimulation for children, so as to achieve the coexistence of cleansing power and mildness, so that Rabbit Head Mother Children's Cleansing always occupies the top of the hot sales list of various e-commerce platforms.
With a year of continuous efforts in scientific research and development, Liu Nan shared a new technological breakthrough made by the rabbit mother in facial cleanser, officially entered the era of biological surface living products compounded with Sophora glycolipid, and completed the exclusive registration of the ingredient Bio-Rhlclean's self-developed purification factor.
Compared with the previous generation of APG epistasis, Bio-Rhlclean's self-developed Clarity Factor only washes dirt without damaging sebum, helps the skin maintain a healthy micro-ecological environment, and achieves deep cleansing of the skin without drying out after washing. The ingredient will be used in the Rabbit Head Mother Cleansing range, including children's cleansing, children's shampoo and children's shower gel.
In view of the development and application of the latest surfactants, Rabbit Head Mama and Wang Jing, professor of the School of Chemical and Materials Engineering of Jiangnan University and doctor of the Department of Chemical Engineering of Tsinghua University, jointly issued the "Guide to the Next Generation of Surfactants and Their Application in Children". The guide points out that before this technological breakthrough, all surfactants were synthetic chemistry, starting with glycolipids, our surfactants entered the era of biosynthesis, using a variety of natural oils and glucose as substrates, through biological fermentation to obtain surfactants. Therefore, in the production process of this surfactant, it has no chemical synthesis process and does not rely on chemical reagents, which avoids the potential risks of many surfactants through chemical synthesis. After completing the test of the 3D skin model created by Rabbit Head Mother and Jiangnan University, Bio-Rhlclean's self-developed Cleansing Factor improves the overall mildness of the cleaning product system, improves tissue vitality, and reduces the production of allergic factors.
In the process of research, it was also unexpectedly found that because of the glycolipids in Bio-Rhlclean as a bioactive component, it is not only protective, but also has certain potential for skin barrier repair. In the product not only play a cleaning role, but also give cleaning products more functionality, or bring more skin care effects.
Parent-child scene segmentation New demand has become a new driving force for the development of maternal and infant categories
In addition to the demand for age, the demand brought by the new scene is also the main direction of exploration by the rabbit mother, in terms of the performance of social e-commerce, camping, frisbee, skateboarding and other outdoor scenes have gradually become the mainstream parent-child activity choice, in the face of increasingly rich parent-child scenes, rabbit head mother in the four major areas of anti-prickly relief, sun protection repair, cooling and refreshing, moisturizing and hydration, launched summer skin care series products.
According to opto.ca data, children receive 3 times more ultraviolet radiation per year than adults, children's special sunscreen as a new category that has grown in recent years, there are no products for reference for the time being, children's sunscreen is by no means adult sunscreen low multiplication. In fact, sunscreen is easy to burden children's skin, rabbit head mother children's sunscreen product idea is to ensure the effectiveness of sun protection while strong and safe, reduce the type and amount of sunscreen. Fiona, Chief Scientist of HALLSTAR Asia Pacific, shared that after nearly two years of joint research by Rabbit Head Mother and Hallstar, the use of light stabilization technology of inorganic sunscreens can reduce the amount of sunscreen for children by 40%, greatly reduce the pressure on the skin, and at the same time the skin feeling becomes better, and the whiteness is reduced through dispersion technology, so as to achieve a real suitable for children's skin.
At the press conference, the brand visual upgrade plan was unveiled, and the new brand concept of "love and science" was launched to replace the original "love delicate". Liu Nan, the founder of the brand, said that the "science" of rabbit head mother is the most investable brand in the children's care industry. The first phase of 30 million R&D fund focuses on age classification + bionic technology route research, rabbit-headed mother has created a scientific research platform for production, education and research, from pathogenesis to laboratory mimicry, to formula, to efficacy demonstration, clinical research, etc. to form a closed loop of industry-university-research and medicine. In 2 years, 7 cross-border projects have been spawned on the platform, with 10 professors and clinical experts as project leaders.
"Love is the reason for the start of the Rabbit Head Mother brand, we integrate love into the design of our products, in the touch, in the smell. Science makes our loving companionship of children more powerful. Brand founder Liu Nan thinks so.