Text: China Children's Media reporter Li Reform
Judging from the baby sunscreen products recommended by mothers on Xiaohongshu, the products that are easy to get out of the circle are very good at first sight.
The cute appearance of the product, compared with the traditional style of packaging, is simply a dimensionality reduction blow, practical, but also very beautiful, directly on the trend of the post-90s, post-00s on the tip of the heart.
It doesn't look like a powerful faction
Baby and child caregivers with a keen sense of smell have unlocked a new marketing tip: cute, portable and fun.
Turtle Father's "Little Gold Mountain", Rabbit Mother's "Little Rabbit", Ying's "Little Panda...... In terms of product packaging, these brands have subverted the image of sunscreen in everyone's traditional concept, and have been loved by children, the key is that Bao Ma fell in love with it at first sight.
Some consumers questioned it on the Internet, feeling that such a good-looking sunscreen and mosquito repellent bracelet did not look like a powerful faction, and expressed concern about the effect of the product.
Can't blame them. In recent years, many online Internet celebrity products with good looks have become popular for a while, and problems have occurred frequently, and finally a lot of chicken feathers have been left. When a mother who has stepped on the pit sees a high-value product, she will subconsciously regard it as an "Internet celebrity product", and label it as "unreliable, poor after-sales, not good-looking, and cutting leeks", especially if it is good-looking and the price is not so close to the people, it seems that if you look at it more, you will be cut off your pocket.
The powerful faction is naturally aware of these concerns of Bao Ma, and the appearance of their products can wrestle with Internet celebrities, but the quality of their products is beyond the reach of many Internet celebrity brands. Their ingenious innovation is the foundation of long-term sales.
It grows on the pain points of use
Summer baby sunscreen care products seem to be nothing more than a variety of sprays and creams, but some brands consider that children can apply sunscreen unevenly and are troublesome to use, so they creatively introduce beauty techniques into baby care and make innovations in the form of use.
Turtle Daddy Children's Sunscreen Cushion (picture from Jingdong Mall)
The sunscreen cushion in the three categories of turtle dad sunscreen is very suitable for little girls who love beauty, there is a small puff inside, and it is applied evenly and naturally when applying sunscreen, and the skin color will not be uneven after use, and the cushion can be rinsed with water, and it is more convenient to carry it out.
Moreover, the decent and good-looking shape also makes children prefer to use sunscreen, even outside, using it to supplement sunscreen is definitely an eye-catching existence.
Mengli multi-day baby sunscreen stick (picture from Jingdong Mall)
The baby sunscreen stick launched by Mengli Duo Ri only needs to open the lid and gently slide over the parts that need sunscreen, which will form a protective film and have a good sunscreen effect.
The large particles of titanium dioxide used will not penetrate into the baby's skin and clog the pores, but will only stay on the surface of the skin.
Babycare essential oil bracelet (picture from Jingdong Mall)
As a baby brand operating a full range of categories, Babycare has seized the pain point of repeatedly applying mosquito repellent water in a variety of scenarios in summer, and has launched a children's mosquito repellent bracelet - just wear it on the wrist or buckle it on the clothes to repel mosquitoes, so that children can play outdoors at night in summer.
The wrist is made of skin-friendly materials, and a variety of herbal extracts based on pure eucalyptus oil are built, which continuously exudes a fresh fragrance. The mosquito repellent dispersion core can be replaced, and it can match most of the bracelets on the market, with a high degree of adaptability, and it has also won the love of more consumers.
It is not easy to make innovations at the level of raw materials for cleaning and care products, and it requires a breakthrough at the scientific research level, and it is impossible to wait for one for several years. However, finding the pain points at the use level in multiple scenarios in summer and providing consumers with more convenience is an important breakthrough direction for infant care. Bringing up children is tiring, and convenience itself provides emotional value. At present, there is not much difference between the principles and raw materials of various products, and what can make the brand stand out is that little innovation.