In 2023, Oriental FMCG Center and the industry's leading all-media - "FMCG (Net)" will exclusively and authoritatively release the "FMCG TOP Gold List" for the 24th consecutive year, covering nearly 230 major FMCG categories, known as the "industry vane"! Welcome to continue to pay attention to FMCG (Net) All Media (FMCGCHINA).
This time, according to the offline monitoring data in 2023, the Oriental FMCG Center released the "2023 Offline TOP Gold List - Toilet Water and Sunscreen". The six gods successfully defended their titles, and the cross-border co-branding surprises continued;
Olay is firmly in first place, followed by Anessa.
Flower water - the six gods successfully defended their titles, and the cross-border co-branding surprises continued
In the 2023 offline toilet water TOP gold list, Shanghai Jahwa's Liushen successfully defended its title with a proportion of more than 70%. Last year, Liushen joined hands with Dunhuang Fine Arts Research Institute to launch a new co-branded gift box. In order to meet the needs of consumers in different scenarios, in May 23, Liushen launched a new mosquito repellent egg, adding 4.5% mosquito repellent ester, effectively repelling mosquitoes for 7 hours, the mini body is portable and easy to carry, suitable for camping, picnics, seaside and other scenes, special floral and fruity fragrance, bringing pleasant emotional value. In winter, Liushen launched a warm and moisturizing bath bubble, a double play of herbal skin nourishment and effective skin care; a few days ago, Liushen and Xuanmai crossed over to launch the "Xuanmai Ice Explosion Liushen Limited Flavor Chewing Gum", which is cool for a summer.
Longrich, a subsidiary of Jiangsu Longrich Biotechnology Co., Ltd., won the second place. Longrich, a domestic brand that uses snake oil ointment to enter the market, mainly deals in more than 1,000 varieties in eight series, including cosmetics, household detergents and health care products. Longrich Snake Gall Bezoar Flower Dew is made with snake gall bladder, bezoar and a variety of natural raw materials, using advanced manufacturing technology to repel mosquitoes with greater peace of mind.
Qichu, a brand under Shanghai Jahwa that is committed to the research and development of "exclusive to Chinese infant personal care products and solutions aged 0-3 years old", won the third place. Qichu's baby mosquito repellent toilet lotion adopts a mild plant extract formula, adding bisabolol and centella asiatica extract, 0 irritation and 0 sensitization, containing 2.8% mosquito repellent ester, 5 hours of anti-repellent, 360° inverted spray freely, no DEET, hormones, pigments, mothers are more assured. The old domestic product Bili's honeysuckle flower water ranked fourth. Shanghai Ruici Cosmetics Co., Ltd. is responsible for the operation of Oriental Flowers, ranked fifth.
Frog Prince (Fujian) Baby Care Products Co., Ltd.'s toilet water ranked sixth. Frog Prince is a comprehensive personal care company integrating R&D, production and marketing, advocating the concept of "age-specific care is more professional", and its products mainly cover four age groups: pregnancy, infants, children and adults. Among them, the children's care series includes: Beirun series Frog Prince Children's Heat Relief and Anti-itching Flower Water, Zhiai Herbal Series Frog Prince Children's Anti-itch Gel, Mosquito Repellent Flower Water and other products. In addition, Dragon Tiger, Bao Zhongbao, Li Zi, Baby Jinshui, etc. entered the list, and Kyoto Shangyuantang and Lang Lifu unfortunately fell off the list
Sunscreen – Olay is firmly in first place, followed by Anessa
Sunscreen is an indispensable necessity in summer, which can effectively alleviate the problem of skin tanning, and is one of the best-selling items in summer. In the 2023 offline sunscreen "TOP Gold List" released this time, the brand that won the first place on the list is Olay, which belongs to Procter & Gamble. OLAY small white umbrella sunscreen, using hard-core sunscreen "black technology", 4 sunscreen ingredients, UVA + UVB dual-band protection, 4 seconds of water film, resisting 98% ultraviolet rays, refreshing and non-sticky. It is worth mentioning that in 2023, this "OLAY Little White Umbrella Sunscreen" will also be on the annual list of Tmall sunscreens.
Shiseido's professional sunscreen brand ANESA ranked second on the list. At the beginning of April this year, ANGESA and its new brand ambassador Song Yuqi led the new idea of "day and night repair" sunscreen, using "ANESA Small Golden Bottle" during the day to protect against ultraviolet rays and block immediate free radicals from the source; In the same month, ANGESA landed at Sephora and exclusively launched the "ANGESA Sunscreen Essence 48mL Large Capacity Cost-effective Pack" offline.
In third place is Sunbi, a subsidiary of Mentholatum, an international personal care brand with a history of 130+ years. In March this year, Mentholatum successively launched the "Gold New Bi Little Golden Hat" and the new New Bi Little Pink Hat & New Blue Hat. The former upgrades SOLAREX-5 to specialize in broad-spectrum sunscreen technology, sunscreen red + suntan + anti-aging, and adds double moisturizing factor + 3 essences, which greatly improves the moisture level and effectively protects the sun; the latter is a new choice of physical sunscreen suitable for sensitive skin, SPF50+PA++++ high-power full-spectrum protection, InvisShield invisible sunscreen technology blessing, zero skin feeling on the upper face, natural colorless & touch-up and retouching to meet the needs of the no-makeup party and beauty people with one click.
In fourth place is the national skin care brand Dabao, whose Xiaojinguan sunscreen has the advantages of 16 times suntan, 12.5h long-term protection, and anti-blue light damage. In April this year, in order to help the millennium of Dunhuang Mogao Grottoes, Dabao donated money to the China Dunhuang Grottoes Conservation and Research Foundation for the repair and restoration of No. 331 Grottoes of Mogao Grottoes.
In fifth place on the list is KOSÉ, which launched in October 2023 with a new SEKKISEI Essence Perfecting Sunscreen, which is added with a strong barrier complex to effectively prevent damage caused by UVA and UVB rays, and can be used as a makeup primer. Ranked seventh on the list, Nariss is a 92-year-old Japanese word-of-mouth beauty brand, specializing in high-quality skin care sunscreen and beauty skin care products. In March 2023, the official announced the new sunscreen spokesperson Ju Jingyi, and launched the 2023 new national version of sunscreen, with porous powder oil-absorbing black technology. In addition, there are also Vaseline, Omi Mansha, Megazine, and Nivea brands on the list.