Thousands of ingredients, countless formulas, this is the trouble that every parent faces when choosing baby skin care products. As a mother of a baby with sensitive skin, Zhang Ziyi is also well aware of this troubled trouble.
In order to better care for the baby's skin, Zhang Ziyi chose to create the Newpage brand, working with parenting expert Cui Yutao and scientist Huang Hu to focus on sensitive skin care for babies and children through professional research and strict standards.
The three founders joined together for the first time to understand the child's cry
Recently, NewPage, a baby-efficacy skin care brand focusing on baby's sensitive skin, released a brand feature film "To Parents Who Hear Their Children Crying", and officially announced the well-known actor Zhang Ziyi as the founder of the brand.
Zhang Ziyi and authoritative parenting expert Cui Yutao released feature films on their Weibo, Douyin and other official announcements of the founder of the newpage page, and the topic #Zhang Ziyi Cui Yutao dream linkage # also rushed to the hot search at the same time.
So far, the powerful founding team of NewPage composed of well-known actor Zhang Ziyi, China's authoritative parenting expert Cui Yutao and former Procter & Gamble chief scientist Huang Hu has made its first appearance for the public. The founding team of Newpage has a unique division of labor model, and the three founders have their own empowerment of the brand - "out of love, based on professionalism, only for peace of mind". As the video says, together, they help thousands of parents "understand their children's cry" and give solutions.
"My son is a baby with sensitive skin", well-known actor Zhang Ziyi has a more personal experience of the baby's skin problems. In this regard, founder Zhang Ziyi threw out problems from the perspective of users and mothers, and examined the effectiveness and professionalism of products with high standards of maternal love, so that products can be used by parents with peace of mind.
Cui Yutao, as an authoritative parenting expert with 37 years of pediatric clinical experience and a high reputation in the field of mothers, uses many years of front-line practical experience to help NewPage create safe and effective baby skin care products based on clinical experience in sensitive skin problems of infants and children.
The newpage page is also the first brand founded by Huang Hu, former chief scientist of Procter & Gamble's global R&D headquarters, after returning to China. Huang Hu has 28 years of experience in the industry, has applied for more than 100+ patents so far, by injecting his years of scientific research precipitation into product research and development, escorting the professionalism and efficacy of products at the scientific research end.
The unique founder's division of labor model makes Newpage truly connect the user side, clinical end and scientific research end, so as to create truly safe and effective baby and child skin care products.
Open the era of "medical research and co-creation" of baby and child skin care
Newpage adheres to high standards rarely seen in the industry in product development, and is a pioneer in the true sense of realizing the "medical research co-creation" model.
Jointly developed by Huang Hu's maternal and infant scientific research team and Cui Yutao's team, based on raw materials, technologies, formulas, patents, etc., sharing clinical data, co-creating experimental results, closely combining clinical experience and scientific research technology, deeply cultivating infant sensitive skin dermatology research, with safe and effective baby skin care products, to create NewPage, a professional high-end "medical research co-creation" brand in China.
It is worth mentioning that after the official implementation of the Provisions, the China Academy for Food and Drug Control issued the Technical Guidelines for Children's Cosmetics (Draft for Comments) (hereinafter referred to as the Guidelines), which went one step further, putting forward clear and detailed requirements in terms of safety assessment and formula design of children's cosmetics.
As soon as the "Guidance" came out, a person in charge of a baby brand told the media, "If it is really implemented, it will be technically difficult, the cost of the formula will increase, and the research and development cycle will be lengthened."
In this regard, the page of Newpage not only meets the requirements of the "Guidance" ahead of time, but also strictly regulates the production process with high standards rarely seen in the industry in terms of efficacy testing and risk ingredient screening.
The 26 allergenic components and fragrances proposed in the "Guidance" that need to be "used with caution" in the research and development of Newpage adhering to the strict screening principle are all eliminated on one page, and on the basis of 1388 prohibited ingredients in the prohibition regulations and 1376 risk ingredients in the EU, more than 4000 risk ingredients are refused, and 6 authoritative safety tests are carried out on the product to ensure product safety in multiple ways.
As a baby and child skin care brand, Newpage knows that safety and effectiveness need to go hand in hand, and in more than two years of preparation for the brand, R&D personnel overturned three versions of product design schemes, blended hundreds of formulas, and selected thousands of fragrances to ensure that the products truly stood the test of the market.
92% of Chinese babies face skin problems, but the field of baby-effective skincare products is still relatively blank in the Chinese market," said founder Huang Hu.
To this end, as the "pillar" of ingredients and formulas, NEWPAGE starts from the four-fold skin barrier that mother and baby brands rarely pay attention to, and self-developed Omega-Pro strong skin barrier patented ingredients in terms of basic research and product efficacy to help babies lay a good skin "foundation" and improve sensitive symptoms such as dry itching and red in babies.
In order to verify the efficacy of the product, the newpage selects four "cosmetic efficacy claim evaluation project requirements" (most of the efficacy claims meet any one item) on one page, and conducts human efficacy evaluation tests on the product with the most stringent standards to escort the efficacy of the product.
Market-proven quality
Newpage chose to focus on the segmentation of baby sensitive skin, accurately positioning high-end baby and child efficacy skin care brands, which received great market response in less than a year after being listed.
Since the launch of Tmall in April 2022, the newpage one-page baby cream has only been used for 4 months, with monthly sales of more than 100,000, and ranks TOP1 on the Tmall baby cream hot sales list and praise list.
In addition, only 1 month after the launch of NewPage's one-page Douyin, it won the No. 2 single-store transaction ranking of Douyin's mother and baby industry and No. 1 in the list of short videos in the mother and baby industry with independent short videos alone.
Not only that, the page of newpage has also achieved outstanding results in the industry. It has been recognized by Shanghai Daily Chemical Association and State Food and Drug Administration as the representative of children's cosmetics safety for science popularization, and won the Brand Planet Annual Industry Best New Product Gold Award, Annual Potential New Consumer Brand and other industry recognition.
In terms of channel layout, in addition to the online platform, NewPage has entered 4,000+ Watsons stores nationwide, more than 3,000 professional maternal and baby products stores in 20 provinces across the country, and reached strategic cooperation with the "Little Bella Maternal and Child Care Center" under the high-end confinement club Santa Bella. In addition, the page of newpage has also entered more than 30 third-class hospitals across the country, Cui Yutao Clinic and other authoritative channels to meet users with a more professional image.
It is foreseeable that the page of the expert brand Newpage, which is based on the baby's sensitive skin market, is bound to occupy a place in the undecided baby skin care market, and win the unanimous affirmation of mothers with "love, professionalism and science".
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