At a time when China's sensitive skin track is encountering the "contradiction between supply and demand", there are domestic cutting-edge brands that take the lead in carrying the banner of "advanced efficacy" in one fell swoop!
At the "Medrepair Blue Bandage Essence New Product Seminar" held on April 15, Medrepair aimed at the "rigid needs" of sensitive skin in the current market, and made a breakthrough to refine the concept of "sensitive skin is not sensitive, fast and accurate effect", and officially announced the all-round upgrade of the brand.
In the context of the continuous high growth of China's sensitive skin market, what are the key changes behind this upgrade, and what are the major impacts on the current Chinese sensitive skin market?
Build a skin care system for sensitive skin,
Mirepair has upgraded its brand in an all-round way
In recent years, the demand for sensitive skin has been expanding. According to IResearch's "White Paper on Sensitive Skin of Chinese Women", it is estimated that by 2024, the market size of sensitive skin will account for 42.4% of the total dermatology cosmetics market (including all brands), and the overall market capacity is estimated to exceed 30 billion.
In the process of expanding the market cake, the current sensitive skin market is showing a contradiction of "supply and demand asymmetry" - most of the products on the market only meet the basic needs of sensitive skin such as "repairing the barrier", "moisturizing", "hydrating" and "cleansing", but in fact, the demand of people with sensitive skin has been upgraded to "both want and want": the desire for advanced effects such as brightening, whitening, acne, and anti-aging is becoming stronger and stronger.
However, the problem on the supply side is that the existing functional products on the market are prohibitive for people with sensitive skin, and there is no brand that specifically designs a full system of advanced functional products for them.
The fundamental reason behind this is market acumen and the corresponding speed of R&D follow-up. First of all, enterprises should have the ability to timely gain insight into and deeply understand the advanced efficacy demands of people with sensitive skin, and secondly, it is more difficult for brand enterprises to have the R&D strength to deeply study the efficacy texture and problem targets behind each demand, build a corresponding R&D system, and then accumulate sufficient research thickness and depth in the direction of meeting market demand.
Today, domestic brands have taken the lead in making a move.
As the world's largest manufacturer of hyaluronic acid raw materials, Bloomage Biotech officially entered the sensitive skin market in 2019 and launched the sensitive skin repair brand Medrepair. At the "Seminar on the New Product of Medrepair Blue Bandage Essence", Medrepair officially announced the brand's new concept of "sensitive skin is not sensitive, fast and accurate", and comprehensively upgraded the brand's image of "sensitive skin care expert" from the four dimensions of R&D professionalism, visual presentation, efficacy goals and product line design.
First, the brand is more professional. Breaking through the traditional concept of "laboratory" expert image, focusing on the dermatological problems of young sensitive skin, equipped with a medical research team and laboratory, cooperating with the top cosmetic dermatology experts in China, based on skin science theory and clinical insights, to provide a set of scientific and rigorous skin care solutions for young sensitive skin.
Second, the vision is more avant-garde. The main color of the Mirepair brand has been upgraded to a new "Mirepair Blue", which highlights the brand's avant-garde, technological and youthful personality image with a calm but gentle tone.
Third, the effect is faster and accurate. Breaking the status quo of sensitive skin "staying away" from advanced efficacy products, Medrepair has built a skin care system with sensitive skin effects based on gentleness, safety and efficiency, so as to achieve faster results and accurate solutions for products. For example, the new product of Medrepair Blue Bandage Essence launched this time can actively deal with the sudden allergy of sensitive skin, and achieve the effect of "5 minutes of flash repair of redness, itching and pain, 4 weeks of strength and not easy to repeat".
Fourth, the product is more focused. According to the mechanism of sensitive muscle occurrence and response, Mirepair has built a three-dimensional allergy system of "nerve signal-inflammatory stress-physical barrier", and has deeply studied the TRP receptor family, leading the industry in the field of sensitive skin research and development.
In addition, Medrepair also divides skin sensitivity into three stages - solving sensitivity, preventing sensitivity, and sensitive skin efficacy, and provides three sets of product solutions: sensitive skin emergency research series, sensitive skin barrier repair series, and sensitive skin advanced efficacy series.
At present, Medrepair has built a complete but streamlined product matrix around the concept of "sensitive skin is not sensitive, fast and accurate results", and based on the premise of suitable for sensitive skin, it has launched functional products that can quickly and accurately see the effect on sensitive skin.
From the perspective of market strategy, the brand upgrade of Medrepair is to take the lead in the field of advanced efficacy of sensitive skin, and through strong product value, to achieve the implementation of the new brand positioning in an all-round way.
First of all, the sensitive skin market itself has a high technical threshold for dermatological research, and the same is true for effective skin care.
So, what is the technical confidence of Mirepair daring to enter the advanced efficacy market for sensitive skin this time?
The core large product series has been upgraded
Open up the dual pathway of "nerve signal + inflammatory stress".
Since the establishment of the brand, Repair has relied on Bloomage Biotech's deep R&D foundation to continuously improve the construction of sensitive skin R&D system.
It is also in the process of continuous in-depth research on sensitive skin that the expert group led by Liu Wei and Lai Wei, famous dermatologists in China, found that due to the damage of the barrier, the sensitive muscle nerves are more susceptible to external stimulation and activation of nerve signals, causing stinging and itching, which leads to sudden redness. At the same time, the continuous inflammation of the underlying layer of sensitive skin will lead to long-term and repeated skin redness, so if you want to truly solve skin redness, you must take a two-pronged approach from the two dimensions of nerve signal + inflammatory stress.
Based on this important discovery, Medrepair launched a new product of the Blue Bandage Family of the Sensitive Skin Emergency Series - Medrepair Blue Bandage Essence. This product is mainly suitable for external stimuli such as seasonal changes, sun exposure, temperature differences, and improper skin care such as photoelectric projects and acid brushing after fierce drugs.
The most important thing is that "FBeauty Future Traces" learned that the "quick-acting emergency" of this new product for sensitive skin is specifically manifested in the outstanding effect of "5 minutes of flash repair red itching and pain, 4 weeks of strength and not easy to repeat", what is the technical support behind this?
It is reported that based on the important discovery that sensitive skin repair red is not only in the surface barrier, but also to block the underlying dual pathway from the source, Mirepair has developed a dual-channel "signal + stress" root repair technology that can be called a "skin sedative", which mainly contains saffron extract, African cardamom seed extract, and cloud wood fragrant root extract, which can inhibit the nerve signal + inflammatory stress dual pathway.
As mentioned above, due to the damage to the barrier of sensitive skin, nerve fibers are more sensitive, which activates the "TRP receptor" family to cause a series of redness, itching and pain problems, and the "TRP receptor" family mainly refers to TRPV1 - pain receptor and TRPV3 - itch receptor.
The R&D team of Medrepair can effectively inhibit the activity of TRPV1 and TRPV3 receptors, reduce the itchy reaction of the skin, and reduce the short-term redness caused by nervous discomfort by adding saffron extract + cloud wood fragrance and extract, while African nutmeg extract can snipe pro-inflammatory factors + stimulate the production of anti-inflammatory factors, block the chain reaction of inflammation, and promote inflammation to enter the regression phase in advance.
In addition, the Medrepair Blue Bandage Essence also adopts the scientific compound of the classic repair ingredients of the Blue Bandage series, including the ECT-HA intelligent matching synergy technology with national invention patents, which combines ectoin and hyaluronic acid in different proportions to have more excellent moisturizing, soothing, anti-wrinkle and other effects, and has 99% high-purity repair gold recognized by the dermatological community - blue copper peptide, which promotes the growth of immune cells. It also contains Guaiacium, an anti-inflammatory effect that stimulates skin tissue growth and accelerates skin repair.
For a long time, many products in the sensitive skin market advocate "suitability" for sensitive skin, but in fact, there is an essential difference between "application" for sensitive skin and "specialization" for sensitive skin. The "application" of sensitive skin only needs to ensure that the sensitive skin will not be uncomfortable after use, while the "special research" of sensitive skin requires in-depth research on the causes of sensitive skin, physiological and pathological characteristics, etc., and conducts targeted research and development tests, so as to finally achieve the application of sensitive skin while taking into account the effects of whitening and anti-wrinkle. The results of the experiment proved that "Medrepair Blue Bandage Essence" can be used in medical art post-use scenarios, and it shows a good redness fading effect after 30 minutes of use under the premise of safe sensitive skin.
It can be said that "Medrepair Blue Bandage Essence" is a cutting-edge innovative product for Medrepair to enter the advanced efficacy market for sensitive skin, which provides important product value support for Medrepair to position itself in the market in advance and grasp the user's mind.
Under the trend of refinement of sensitive skin market demand
Medrepair stands at the forefront with R&D and ideas
"FBeauty Future Traces" has previously combed and found that the competitive iteration of China's sensitive skin market can be roughly divided into three stages.
The 1.0 stage is led by foreign brands and occupies the market market, before 2015, the domestic "dermatology-grade cosmetics" brand is still very limited, this market is occupied by foreign brands with a longer brand history;2.0 stage is the era of the rise of cutting-edge domestic products and become the leader, with 2019 as the time node, the market share of domestic brands gradually exceeds that of foreign brands, and many cutting-edge domestic products have entered the game, and Mirepair is one of the representatives.
Nowadays, with the continuous involution and upgrading of this market, it can be predicted that the sensitive skin market will enter the 3.0 stage. At this stage, the market has put forward higher requirements for brands and enterprises in the two directions of demand refinement and R&D deepening.
Coincidentally, Medrepair, which was born for the sensitive skin market, is moving in these two directions.
In terms of R&D deepening, Mirepair is backed by Bloomage's strong R&D strength, and as a company with 600+ scientists and 4 professional R&D teams, Bloomage Biotech has obtained 226 project authorized patents. Behind Bloomage Biotech's cutting-edge technology platform is the unique "medical research co-creation" system of Mirepair, which allows the core technology group of dermatology to deeply participate in the research and development, efficacy verification, and safety verification of the Mirepair brand through hierarchical cooperation with professional dermatologists, well-known tertiary hospitals, and dermatology bloggers. Finally, we have created proprietary R&D achievements for sensitive skin, such as the three-dimensional sensitive skin system, original thinking efficacy certification and multi-party safety testing.
In terms of demand refinement, this brand upgrade and product launch are the performance of the Mirepair brand to cater to the refined development of the market. Mirepair has created a new brand image of a sensitive skin care expert, aiming at the sensitive skin care market, creating three sets of product solutions for three types of sensitive conditions, and now has a very comprehensive and diversified sensitive skin product matrix and a complete sensitive skin care system.
After this brand upgrade, it is foreseeable that Medrepair will further clarify its own positioning and target group in the ever-expanding sensitive skin track, so as to grasp more core user groups. At the same time, with its outstanding R&D strength, Repair will lead the technological development of advanced efficacy for sensitive skin, fill the gap in the skin care related industries for sensitive skin, and become a leader in the refined development of the track, so as to gain a key first-mover advantage in the new round of market competition.