The direction of the tide is changing.
On April 18, Winona officially announced the new brand spokesperson Liu Shishi, and simultaneously launched the brand TVC "Congratulations, Spring is Finally Passing".
In the short film, Liu Shishi smiles like a poem, and she starts the journey of spring sensitivity, her healing beauty is just like the soft healing that Winona brings to sensitive skin.
Compared with the official announcement of the new spokesperson, "Cosmetics Observation" pays more attention to the new strategy of the spokesperson's secret combination.
In March this year, Winona ushered in the first strategic upgrade since its establishment, taking the lead in proposing effective skin care 2.0 in the industry, officially upgrading the brand concept to "specializing in sensitive skin, healthy and beautiful for a day", opening an era of healthy and free beauty of sensitive skin. Hand in hand with Liu Shishi, it is a two-way rush at the level of brand value.
This is a subtle and powerful signal that Winona, a leading dermatology-grade skincare brand, is bringing a wider range of imagination and possibilities to the beauty market.
Hand in hand with Liu Shishi
Winona's brand temperament is three-dimensional and clear
Let's start with the new spokesperson.
Generally speaking, the brand spokesperson not only represents the external image of the brand, but also shows the direction of the brand's development to a certain extent.
Winona, why did you choose Liu Shishi?
Liu Shishi has always been synonymous with "goddess of temperament". On the camera, she has gained a good reputation with a number of high-quality film and television works; outside the camera, she also concentrates on being herself independently, does not follow the market, and is relaxed.
Winona, on the other hand, has been focusing on sensitive skin since its birth, and recently put forward a new concept of "specializing in sensitive skin, healthy and beautiful for a day", and continues to lead the iteration of effective skin care.
One is a nationally famous high-quality actor with both strength and appearance, and the other is a leading dermatology-grade skin care brand that is running towards "healthy and free beauty" and "specializing in sensitive skin".
Compared with traffic, Winona obviously attaches more importance to the fit of spiritual core and value.
"May your itch be only in your heart, may your face be blushing only because your heart is moved, may your tears be only moved, and may your sensitivity to spring be good from now on. Winona, specializing in sensitive skin, healthy and beautiful day, may you, sensitive, do not disturb, embrace beauty. ”
Through the promotional video, we can get a glimpse of Winona's intentions: in the interpretation of scenes such as "Wind" and "Pollen", the brand concretely conveys the group portrait voice of people with sensitive skin, and collides with sparks that resonate with consumers.
Simon Hale famously said, "Customers don't remember much about what you say, but they will never forget how you feel about it." ”
In the short film, Winona, as a companion, pays attention to the daily life of consumers, and sincerely hopes to change the negative feelings caused by consumers' sensitive skin. This innovative way of communication has made Winona's brand concept and professional image of "specializing in sensitive skin, healthy and beautiful for a day" deeply rooted in the minds of consumers.
The short film has also resonated with the public on social platforms such as Weibo, Douyin, Xiaohongshu, and WeChat. On April 17th, Winona's new brand spokesperson warm-up short film was released, #薇诺娜刘诗诗#话题迅速冲上微博热搜TOP7 and on April 18th, Winona simultaneously launched TVC, #刘诗诗新代言#相关话题再度冲上微博热搜TOP15, and naturally appeared on the list for two consecutive days, pushing the calorific value of Winona's brand upgrade all the way up.
The appeal of spokesperson Liu Shishi, superimposed on Winona's brand recognition, successfully helped Winona break the circle again, and also allowed Winona to reach a new peak of brand voice after the brand upgrade.
Liu Shishi, a bright star among national actors, and Winona, a national brand of dermatological-grade skin care, strive for excellence, work together to climb new heights, and use the power of science to light up the beauty of the skin. "I was healed by this film. Many netizens praised in the comment area.
Start the road from focus to specialization
As mentioned earlier, the new spokesperson, Liu Shishi, alludes to Winona's new strategy.
At the Winona Brand 2.0 Strategic Upgrade Conference in March this year, Guo Zhenyu, President of Bethany Group and founder of Winona brand, proposed, "In the next 10 years, the goal of Winona 2.0 is to China's skin health ecology, and with Winona as the basic point, it will open a new era from sensitive skin healing to skin health, freedom and beauty." ”
What is healthy and free skin?
Guo Zhenyu also explained in detail: the end point of skin care is freedom, only healthy skin can be beautiful skin, this beauty is endless, this beauty makes people feel free.
In the future, Winona wants to solve the problem of sensitive skin care system solutions, which will not only include the repair of sensitive skin, but also a series of advanced needs for healthy and free beauty such as sunscreen, whitening, and anti-aging for sensitive skin. ”
As Guo Zhenyu said, in order to ensure the implementation of "health, freedom and beauty", Winona has upgraded from focusing on sensitive skin to specializing in sensitive skin.
From focus to specialization, although it is only a word difference, behind it is a switch of underlying technology.
"Focus on sensitive skin" can be regarded as a choice for the sensitive skin track, which can be done by many companies, but "specializing in sensitive skin" needs to be built on the basis of systematic research capabilities on "sensitive skin", which includes the mechanism of sensitive skin, the physiological and pathological characteristics of skin, the corresponding functional ingredients of sensitive skin and the development of products, etc., which cannot be done by enterprises that have strong foundation and precipitation in the field of sensitive skin.
Up to now, Winona has published more than 300 papers on basic research, process route and clinical validation of Winona products, clinical verification of dermatology in nearly 70 top hospitals at home and abroad, participated in 15 national expert guidelines and consensuses, and 31 group standards, and established strong barriers through industry-university-research medicine, academic papers, evidence-based medicine and industry responsibility. This is the confidence of the brand's strategy to upgrade to "specializing in sensitive skin", and it is also the key to its new era of healthy and free skin with sensitive skin.
The new upgrade of the classic special cream is a testimony of Winona's transition from focusing on sensitive skin to specializing in sensitive skin.
In February of this year, Winona launched an upgraded version of the second-generation Winona Special Cream. Compared with the first-generation Winona cream, which focuses on the ceramides of keratosis and intercellular lipids under the brick wall structure, the second-generation Winona cream focuses more on the sensitive core genes CLDN-5 and neuropeptide P substances, breaking through the repair boundary and directly hitting the sensitive roots.
It is reported that after years of painstaking research, the Winona brand has learned that the source of skin sensitive genes is CLDN-5, which is like a sensitive source switch. Enhancing CLDN-5 expression can reduce the recurrence of skin sensitivity.
In terms of ingredients, the second-generation Winonate Cream upgrades the original Thorn Fruit Oil ingredient to Thorn Fruit PRO MAX, which not only has stronger stability, but also has stronger soothing and repairing effects, which can directly reach the source of sensitive genes, block sensitivity from the source, enhance CLDN-5 gene expression, and thus reduce sensitivity recurrence.
At the same time, in order to meet the advantages of amplified ingredients, Winona has also upgraded its customized formulation, equipped with a permeation technology customized for sensitive skin, which is free of permeation enhancers, milder, and can be released for a long time.
It is worth mentioning that in the Winona 2.0 strategy, the second generation of Winona Special Cream is only one part of the change, not the whole story.
It is understood that Winona 2.0 era is based on the principle of dermatology, evidence-based medicine, and based on the clinical diagnosis and treatment standards and ideas of sensitive skin problems, to create dermatology professional-level sensitive skin solutions, not only sensitive repair, but also advanced sensitive skin PLUS solutions, such as sensitive skin whitening, sensitive skin sunscreen, sensitive skin anti-aging, etc.
"Winona's 1.0 to 2.0 is to provide users with responsible solutions for sensitive skin, so as to lead Chinese brands to the world's first-class position in the effective skin care track. Guo Zhenyu emphasized.
The future is here
Winona is moving beyond "beauty"
When we understand Winona's 2.0 strategy, we may be able to explain why "the direction of the tide is changing" and "Winona brings a wider range of imagination and possibilities to the beauty market".
There is a concept of "comparative advantage" in international economics, and "comparative advantage" is also called "comparative advantage". Taking the traditional division of labor as an example, the most common logic is "I am efficient in plowing the field, so I come, and you are efficient in weaving, so you come", which is also the "absolute advantage" in economics. But the "comparative advantage" emphasizes that even if I am more efficient at weaving than you, once your opportunity cost is lower, it should be up to you.
When "comparative advantage" is applied to business, what is more important than how the enterprise does it is whether what it does has entered the big cycle of the development of the times.
What is the big cycle of the beauty industry?
"Beauty and health" is undoubtedly an important direction. The National Health and Family Planning Commission mentioned in the "Healthy China" plan that it is expected that by 2030, the total scale of the mainland's health industry will reach 16 trillion yuan, 30 times the current scale.
"The general trend of the world, the vast soup, those who go along with it prosper, and those who go against it die." There is no future out of nowhere. The future is like the tide, some people see its undercurrent, some people catch the tide, and some people go with the flow, and the mud and sand fall.
From sensitive skin healing to skin health value creation, Winona's brand strategy upgrade not only conveys the correct values of "skin health and free beauty" to the public, promotes the advancement of dermatology in China, but also cuts the pulse of the times in the "involution" of the beauty industry.
As the TOP1 dermatological-grade skin care in China, Winona dares to challenge a farther journey and attack the world's first, showing the strength and confidence of a Chinese brand. In the construction of the "beautiful and healthy" industry, Winona is the first to set an example and shine.
Of course, in the Chinese market, it is not easy for Winona to achieve the grand goal of "skin health, freedom and beauty". Chinese brands such as Winona, with their own perseverance and innovation, continue to break the shackles and turn around gorgeously on the world stage, which is also the biggest charm of this industry.
"In the 1.0 era, Winona has achieved a result of 5 billion yuan by virtue of its deep cultivation in the field of sensitive skin. Entering the 2.0 strategic era, Winona has the confidence and determination to break through the 15 billion mark and eventually become a world-class skin care brand. ”
As Guo Zhenyu expects, healthy and free skin is Winona's strategic ascension, and it is also the first position for Chinese brands in the new round of industrial switching.
The change of the tide of an industry must be driven by a small number of people. Fortunately, in the "minority" Winona, we see the power of belief, which breaks through a single point of sensitive skin with the thinking of "making a narrow road wide" and reshapes the boundaries of China's beauty industry.
Following in the footsteps of Winona, we will eventually witness Chinese beauty standing proudly in the world.
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