"New variables" stir up hundreds of billions of red seas, how can LOVEKINS sanitary napkins achieve "0 allergies"?
China's sanitary napkin market has long ceased to be a blue ocean.
From the introduction of the first sanitary napkin production line in 1982 to the popularization in the 90s of the last century, the sanitary napkin industry has been growing rapidly in China for many years, and now the market penetration rate is close to saturation.
The "volume" dividend of the sanitary napkin industry is fading. According to data from the Prospective Industry Research Institute, the market size of China's feminine hygiene products in 2020 will be 98.71 billion yuan, with a compound growth rate of only 4.9% from 2016 to 2020, far lower than the 10.7% from 2011 to 2015. To this end, brands are trying to open a new situation of healthy competition through R&D and function, and provide new impetus for the upgrading of product structure and the development of industry scale.
On January 19, 2024, LOVEKINS (Chinese name: Mu Xin), a brand that applies glue-free core technology to the field of women's private care, launched an ultra-thin core-free series of sanitary napkins, which were sold out on the same day. The industry believes that through production technology and technological innovation, LOVEKINS ultra-thin rubber core-free sanitary napkins have achieved a comprehensive upgrade of absorption, dryness, comfort and breathability, bringing innovative private care experience to women, or becoming the "lululemon" of women's private care industry.
LOVEKINS ultra-thin coreless series
Patented sanitary napkins without rubber cores
The process of sanitary napkins itself is not complicated, and it is generally divided into several parts, such as the surface layer, the absorbing core, the bottom layer and the glue.
Over the past 40 years, sanitary napkin products have been continuously optimized and upgraded in terms of function and design. In 1978, industrially produced highly absorbent resins appeared, which not only reduced the thickness of sanitary napkins, but also increased the absorption, and is still the main material for absorbent cores. The continuous innovation of sanitary napkins such as dry mesh, wing protectors, and trouser shapes has gradually developed products that are familiar to consumers, easy to clean and can meet diverse needs.
The development trend of domestic sanitary napkin thickness and material
It must be admitted that even with the improvement of consumer awareness and the upgrading of supply, there are still many user pain points that cannot be solved in sanitary napkins: mesh sanitary napkins have foreign bodies and delamination problems, cotton sanitary napkins have poor dryness, wing sanitary napkins still have side leakage problems, and traditional cores have a certain risk of allergization due to the use of adhesives......
Under the pain point, the "competition" of the sanitary napkin industry focusing on product efficacy and user experience has been in full swing.
Some brands are starting to work on materials. With high-density FlexFoam™ as the absorbent material, Hushubao has launched a "liquid sanitary napkin", Gaojiesi "lock measuring core" uses a dual-texture surface layer, combining dry and cotton soft materials to improve softness, and LOVEKINS starts from the absorption core and pioneers the application of non-adhesive core technology in the field of women's private care.
LOVEKINS ultra-thin rubber coreless sanitary napkins - structural dismantling diagram
The traditional core bonds the highly absorbent resin with the wood pulp through hot melt, which in itself brings a series of problems: after the colloid cools, the viscosity strengthens, the core hardens, and the absorption decreases, and people with sensitive constitutions can also have allergies after long-term use.
On the other hand, the glue-free core is evenly mixed with highly absorbent resins, plant fibers, and ES fibers through the ultrasonic process (instead of traditional hot melt adhesives). The formation of an integrated glue-free core is not only safe and 0 sensitized, but also truly realizes the product experience of "ultra-thin and ultra-absorbent, and very thin after absorption".
In addition, there is no gap between the layers of the traditional core, and the core is easy to be clogged during the second surge, which is easy to increase the risk of side leakage, while the non-glue core always maintains the infiltration channel, which is faster than the traditional core and can control the risk of side leakage to a minimum.
Compared with the old LOVEKINS model, the newly upgraded ultra-thin coreless series of sanitary napkins has increased the absorption capacity to 45 times, the dryness has been increased by 100%, the absorption speed has been increased by 30%, and the air permeability has been increased by 15%. The fixed-point penetration technology is superimposed on the surface layer of pure cotton, so that the liquid can quickly infiltrate to the absorption layer along a specific path, reduce the diffusion of liquid on the surface, improve the dryness, and the breathable microporous design on the bottom film is 100 million, so that the moisture is not stuffy.
The patented technology without rubber core has been developed from scratch, from 1.0 core to 2.0 core, and it has taken 10 years to tackle the technical problem, and the production line has invested hundreds of millions of yuan.
The "new variables" of women's private care
According to iResearch's research report, in recent years, the demand for women's personal care has continued to escalate, and the market volume of women's personal care products has reached 32.27 billion yuan in 2022 and is expected to reach 48.49 billion yuan in 2027, with a growth rate of 10.4%, and ingredient and technological innovation have become the most important growth direction of the industry.
2018-2027 Women's Private Care Market Size and Development Trend
"Users are not buying a product or service, but bringing a product or service to life to achieve some kind of advancement. "Management guru Christensen once said that a company should never focus beyond the scope of user needs, but should make the product and brand valuable to the user's experience.
According to the "2023 White Paper on Women's Private Care in China", contemporary women pay more attention to the performance of the product itself, and the top 3 considerations are ingredient safety, efficacy, and sense of use, which also provides a new direction for the research and development of women's private care products.
Amanda Essery, the founder of LOVEKINS, grew up in Darwin, Australia's pristine and pollution-free Northern Territory. When she moved to Sydney for her career, she found that the pollution and fast-paced life of the big city contrasted with the lifestyle she had grown up with. Amanda's daughter, Heidi, has been suffering from eczema since she was born, and a doctor's prescription has not solved the problem. In desperation, Amanda made a bottle of eczema skin care products for her daughter with pure natural ingredients, and her daughter's skin condition has improved significantly. Amanda realizes that every child and every woman needs the ultimate in pampering.
LOVEKINS R&D Center LOVE@TECH Laboratory
Good products do the talking. Born of mother's love, LOVEKINS is committed to improving the health and happiness of women, babies and children by grafting the power of science and technology on the basis of natural raw materials, and bringing them products that are extremely safe and can meet the functional needs of health care. At the same time, all LOVEKINS products have undergone strict quality and safety testing and certification, and do not contain harmful substances such as colors, artificial flavors, alcohol, hormones, bleach, etc., becoming an Australian allergy-free certified sanitary napkin brand, an Australian safety production certified personal care brand, and an Australian non-toxic and pollution-free women's private care brand.
Technological innovation has built a solid foundation for the women's private care industry, and LOVEKINS has handed over the answer sheet, focusing on the needs of users in subtleties, expressing love with technology, and gaining 10 million user fans in 25 countries and regions around the world.
In the red sea of 100 billion sanitary napkins, "new variables" have emerged. Driven by scientific and technological innovation, LOVEKINS abandons the traditional hot-melt adhesive core, boldly selects the non-adhesive core technology that is more scientific and technological and more suitable for the needs of contemporary women, and continues to explore the "better solution" of women's private care, which may bring some new changes to this 40-year-old track.