Recently, RED CHAMBER Zhu Zhan (hereinafter referred to as RC) held the "Born to Pure · The first pure makeup group standard and pure makeup industry white paper conference". At the scene, the brand and the Shanghai Daily Chemicals Industry Association officially launched China's first pure makeup group standard "Guide to General Requirements for Pure Makeup", and joined hands with Kantar Consulting, Tmall TMIC, authoritative experts, scholars and well-known supply chain companies to jointly release the "White Paper on Pure Makeup Industry" that deeply combines market trends, scientific research and consumer needs. This conference is not only a milestone in the industry, but also an in-depth reflection on the future development direction of the cosmetics industry.
The launching ceremony of China's first pure makeup group standard
(From left to right: Shanghai Jinting Cosmetics Co., Ltd., Komar Cosmetics (Wuxi) Co., Ltd., Shanghai Chuangyuan Cosmetics Co., Ltd., Zhuzhan (Shanghai) Biotechnology Co., Ltd., Shanghai Daily Chemicals Industry Association, Shanghai, Intercos Cosmetics (Suzhou) Co., Ltd., Zhenchen Cosmetics Co., Ltd., Midea Cultivation Information Technology (Shanghai) Co., Ltd., Shanghai Microspectrum Testing Technology Group Co., Ltd., Shanghai Tangyi Cosmetics Co., Ltd.)
This is a self-questioning that has lasted 1447 days,
It is also RED CHAMBER Zhu Zhan for the makeup industry and the sustainable industry
and the phased answer sheet of pure beauty consumers.
1. Insight into the source of purity, inheriting the past and enlightening the present and pointing to the future
At the press conference, Yiye Bianzhou stood silently on the stage. The installation uses a matte metal skeleton as the carrier, showing the solidity and strength of the keel. Mr. Qian Lihuai, the inheritor of intangible cultural heritage, has ingeniously integrated the art of bamboo weaving into it to create a different kind of white beauty. This is not only a wonderful interpretation of the vitality of nature, but also an invitation to the imagination of the audience. In the long river of time, RC is like this flat boat, moving forward silently and tenaciously, looking for new possibilities from the unknown, and pinning on the vision and exploration of the future. First of all, the brand invited Yu Mu, Senior Analysis Manager of Beauty Practice, a professional beauty data analysis platform, to explain the current trend of the beauty industry and the changes in the overall scale trend from a large industry perspective, showing the vigorous vitality of the pure beauty track. Yu Mu gave a glimpse of the potential for the rapid growth of pure beauty in the domestic clean beauty market and the increase in the number of registered products in the past three years. Then, with insights into ingredient trends and efficacy distribution, the excellence of pure beauty is pointed out.
The sharing also mentioned: "Compared with traditional makeup products, pure makeup products will emphasize more safety and gentleness in addition to beauty modification functions, and have certain skin-nourishing effects." Regarding consumer insight, Yu Mu said: "The potential impact on the skin is one of the biggest pain points for consumers using base makeup, so consumers have strong requirements for the purity of the formula of base makeup products. "At the same time, there are a number of high-growth potential categories in the clean beauty market, and as consumers pay more attention to the ingredients and efficacy of makeup products, pure makeup has gradually become the new favorite of the market. This trend not only provides a broad space for the development of pure makeup brands such as RC, but also injects new impetus into the sustainable development of the entire industry.
Yu Mu, Senior Analytical Manager of Beauty Practice, made a speech
Guo Jialing, Director of Brand & Innovation Research at Kantar Consulting, the world's leading data, insight and consulting company, interprets key information from market trends to consumer insights, analyzes the innovation of pure beauty consumption concepts, and predicts the three major future trends of pure makeup. "Consumers believe that pure makeup should first meet the needs of healthy ingredients, natural raw materials, and safe formulas, followed by products that should be harmless and meet various beauty standards", "In different eras, consumer needs are changing with each passing day, and in the future, consumers will pay more attention to the professionalism of ingredients and formulas, the integration of function and makeup, and the versatility of products", Director Guo's speech provided forward-looking guidance for the industry.
Guo Jialing, Director of Brand & Innovation Research at Kantar Consulting, delivered a speech
2. Reshape the purity standard and innovate the covenant of pure beauty
As the first drafting unit, Zhuzhan (Shanghai) Biotechnology Co., Ltd., together with Shanghai Daily Chemicals Industry Association, Shanghai Jinting Cosmetics Co., Ltd., Intercos Cosmetics (Suzhou) Co., Ltd., Shanghai Zhenchen Cosmetics Co., Ltd., Shanghai Chuangyuan Cosmetics Co., Ltd., Komar Cosmetics (Wuxi) Co., Ltd., Shanghai Weipu Testing Technology Group Co., Ltd., Shanghai Tangyi Cosmetics Co., Ltd., and Meizhixiu Information Technology (Shanghai) Co., Ltd. conducted multiple rounds of seminars. Guide to General Requirements for Pure Makeup.
At this press conference, the pure makeup industry group standard was officially launched, leading the industry self-discipline and norms to a new height. The launch of this standard not only reflects the industry's recognition of pure makeup, but also lays a solid foundation for the healthy development of the entire industry. In his speech, Chen Yihua, Secretary General of Shanghai Daily Chemicals Industry Association, deeply analyzed the necessity of pure makeup standards and demonstrated that the association has invested a lot of time and energy in the process of formulating group standards. The introduction of this standard is not only a strengthening of industry self-discipline and norms, but also a strong protection for the rights and interests of consumers. With the official launch of the group standard, the pure makeup industry will usher in a more healthy and orderly development.
Chen Yihua, Secretary-General of Shanghai Daily Chemical Association, delivered a speech
At the launching ceremony of the group logo, the ancient and solemn "knotted rope note" ceremony was adopted, and the art installations on display were combined to give new traditional aesthetics. A meaningful rope was passed through the hands of everyone, and each participant held a knot, symbolizing everyone's determination and commitment to protect pure makeup. This ceremony not only demonstrates the brand's respect for and inheritance of traditional culture, but also reflects the industry's firm belief in pure makeup.
Drawing of a live art installation
Ms. Mavis, the founder of RED CHAMBER, took the stage to share the brand's philosophy and development history, and she told us the story of the four years since the birth of RC. He shared his love and pursuit of pure makeup, and reviewed the arduous process of finding a pure makeup factory in China in the early days of the brand's establishment, as well as the lack of awareness of pure makeup in China. Although the development of pure makeup is full of unknowns and challenges, she said that RC has always adhered to the concept of pure makeup, guided by the needs of consumers, doing difficult but right things, and constantly achieving innovation and breakthroughs. Brand products are not limited to the expression of color and external decoration, but also pay more attention to the unity of beauty, health and safety.
After 547 days of content polishing, 23 version revisions, 120 professional literature, 35 authoritative field experts, and 600 consumer surveys, the founders finally condensed it into 27,958 words of in-depth content, showing the highest industry standard of "pure makeup" defined by RC. "We hope that we will always stand with consumers, jump out of the 'involution' thinking of subdivided categories, and carry out a breakthrough and 'out-volume' in the field of traditional cosmetics", through 3 times the research and development time of traditional cosmetics, the pure attitude will be implemented in the whole link of product research and development, overcome the problem that makeup effect and purity are difficult to achieve, and achieve the pure beauty of the cosmetics industry and keep pace with the times.
Founder Mavis speaking illustrated
Finally, the founder introduced the brand's star products and gave a preview of the upcoming new products. The multi-purpose balm and multi-stick products launched by RC brand meet the dual pursuit of users for the purity and effect of makeup. As the first brand in China to subdivide into normal skin types, RC launched a small pill bottle foundation liquid to provide a more intimate base makeup solution, which has been widely recognized by users. The upcoming new products include the pure base makeup line to the airless cushion and the multi-purpose color line, which will provide users with more pamine limited new colors in the summer, and will also continue RC's high-quality standards, providing users with safe makeup and more beautiful makeup at the same time.
Close-up of the product at the event
3. Purity is endless, and the power of the people is to explore diversity
In addition, a roundtable discussion session was set up at the press conference. At the venue, experts in industry-related fields gathered together for in-depth discussions around the standard. From their respective professional perspectives, they discussed the necessity of pure makeup and the future development path. Susie, the head of Xiaohongshu's Chinese brand, explained how pure makeup can meet consumers' unremitting pursuit of "both streamlined procedures" and "excellent makeup effects", showing RC's most stringent requirements for brands based on consumer insights, and Zhu Tianze, CEO of Zeno Technology, and Wei Peng, chief R&D representative of RC, talked about the innovative solutions provided by "natural toners" for the industry and analyzed the "safety applicability" Professor Lv Jianzhong, Vice President of the Sustainable Development Management Committee of the Chinese Society of Management Sciences, deeply analyzed the role of pure makeup in sustainability. Their discussion not only showed the professional standards and cutting-edge thinking in the industry, but also provided useful reference and inspiration for the development of the entire industry.
Roundtable panel discussion diagram
Celebrity artist Wu Qianyu came to the press conference as the pure ambassador of RED CHAMBER Zhu Zhan and shared his understanding and expectations of pure makeup. The arrival of Ms. Wu Qianyu added a touch of style to the whole press conference, and shared her understanding and expectations of pure makeup with consumers' personal experience. When Qianyu mentioned her impression of the brand, she said: "It is a very admirable thing for a brand to be safe in ingredients, to help the social environment sustainably, and at the same time to make our lives more beautiful." ”
Celebrity Wu Qianyu speaking picture
This conference is not only the first important appearance of RC, but also the in-depth thinking and redefinition of the entire makeup industry. This is not only the pursuit of beauty, but also the resonance of the sustainable development of the industry and the insistence on skin safety. Through the establishment of industry standards, the transmission of brand concepts and the blessing of guests, pure makeup is ushering in new development opportunities. With its unique perspective and firm steps, RC is becoming pure and contributing to the future of pure beauty and cosmetics. May this feast of beauty not only be a press conference, but also a reflection and exploration of more possibilities in the future of the makeup industry.
Map of the event site