SHANGHAI, April 30, 2024 /PRNewswire/ -- 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 capacity of sensitive skin care will exceed 30 billion yuan. The craze for sensitive skin care continues, and sensitive skin makeup is ushering in a rising period with base makeup as a breakthrough.
Under the popularity and deep volume of many brands, the trend of efficacy, segmentation and specialization of the base makeup category is becoming more and more obvious. As a category with high barriers to entry, large contact with the skin, and higher difficulty in research and development, how should brands find the right incision under the tuyere of the base makeup market?
Some brands will add skin care ingredients to their base makeup products, and some brands will start to pursue stronger and better makeup effects, but no matter which direction you choose, it must be high-quality and specialized brands that can win in the market.
In the high-speed development of sensitive skin makeup, PHYSICIANS FORMULA has completed the positioning and focus of "sensitive skin makeup" in the Chinese market on the basis of years of scientific research specializing in makeup and people.
1. PHYSICIANS FORMULA斐诗 做敏肌专研彩妆的领跑品牌At the press conference, Alice Chen, Global Chief Marketing Officer of Markwins Group, the parent company of PHYSICIANS FORMULA, was full of expectations for the development of China's base makeup market, and she believed that Chinese consumers are paying more attention to efficacy and skin quality, which will bring more market opportunities for more professional makeup brands.
Markwins集团全球首席营销官Alice Chen
In fact, PHYSICIANS FORMULA has a long history of developing sensitive skin, founded in 1937 by Dr. Frank Crandall, a well-known allergist in the industry.
In the 87-year history of the brand, it has been committed to providing healthy, reliable and cost-effective cosmetics for women with sensitive skin around the world.
On the other hand, in the current base makeup market, most makeup brands only emphasize the application of sensitive skin, and only some brands have launched some sporadic base makeup products, but the needs of people with sensitive skin need to be met by more professional and specialized skin sensitive makeup brands. Cosmetics for sensitive skin abound, but there is still a gap in brands and products for sensitive skin makeup.
In response to the advanced needs of China's sensitive skin market, PHYSICIANS FORMULA launched a new HEALTHY series of base makeup line products, and the release of new products marks that the brand has completed the focus and specialization of the brand positioning of "sensitive skin specialized makeup" on the basis of long-term and brand building, and has embarked on a new brand path in the Chinese makeup market.
For a long time, PHYSICIANS FORMULA has never pursued sensitive skin application, but systematic sensitive skin research. In the 87-year history of the brand, it has carried out long-term basic research on sensitive skin types, and has accumulated a large number of core research results on consumer skin type and cosmetics product development, including research related to skin sensitivity such as region, climate and wet differences.
On the basis of deep research and development, PHYSICIANS FORMULA's new products use specialized powder technology to ensure the makeup effect of base makeup products, and at the level of efficacy, the new products adopt the world's first-class ingredient screening standards combined with the specialized ingredient system for sensitive skin to build the core makeup barrier of "efficacy X makeup effect", and realize the iteration of sensitive skin base makeup products from application to specialized research.
Dr. Yang, a Doctor of Chemistry and Asia-Pacific R&D expert of Markwins Group, said, "In the development and research process of cosmetics for sensitive skin, we should not only consider the selection and compounding of functional active ingredients, but also the balance of the increase and decrease of the formula system, and finally achieve the perfect presentation of makeup effect and efficacy. "
In order to verify the efficacy of the product, PHYSICIANS FORMULA not only conducts targeted usability test and efficacy verification for sensitive skin groups before the product is launched, but also conducts clinical tests and satisfaction tests with the world's most authoritative third-party testing center, the Swiss SGS monitoring organization, and finally passes the safety evaluation by dermatologists before the product can be marketed.
Its core SKU vitality foundation, without sensitive skin base makeup mind, with excellent makeup effect and high cost performance, has sold more than 4 million bottles in the Chinese market, and the single product business accounts for 1/3 of the world.
Since entering the Chinese market in 2016, PHYSICIANS FORMULA has been recognized and loved by Chinese consumers. IN 2019, PHYSICIANS FORMULA OFFICIALLY OPENED THE DOMESTIC TRADE IN THE CHINESE MARKET, CATCHING UP WITH THE STAGE OF RAPID EMERGENCE AND SAVAGE GROWTH OF E-COMMERCE RETAIL MIRACLES, AND PHYSICIANS FORMULA HAS ALSO ACCUMULATED A CERTAIN AMOUNT OF VOICE AND GOOD USER REPUTATION IN THE CHINESE MARKET.
2. The change of sensitive skin research brand 2.0 advanced PF is very "heart-to-heart""We are determined to be the No. 1 cosmetics brand for sensitive skin in the Chinese market. Yolanda Sun Jingyuan, head of PHYSICIANS FORMULA China brand, said that PHYSICIANS FORMULA is ushering in a brand fusion in the Chinese market.
THE LAUNCH OF THE HEALTHY LINE IN THE CHINESE MARKET FURTHER EXPANDS PHYSICIANS FORMULA'S PRODUCT LINE IN THE SENSITIVE SKIN MAKEUP CATEGORY.
"PHYSICIANS FORMULA is no longer a single explosive product that has remained unchanged for 6 years, and will have a full range of products in front of you."
Out of special attention to the sensitive skin population in the Chinese market, the THE HEALTHY health series has been upgraded to a product series specially developed for the Chinese sensitive skin population.
"The new 2.0 era will highlight that we are a professional sensitive skin brand, and we will deeply communicate with consumers to take care of the sensitive state of the skin surface to the sensitive psychological care. Yolanda said.
A new brand understanding requires more attentive brand channel construction. ON THE MARKET SIDE, PHYSICIANS FORMULA HAS ALSO USHERED IN THE 2.0 ITERATION, WHICH IS NO LONGER A TRADE BUSINESS IN THE CHINESE MARKET, BUT A LONG-TERM BRAND BUILDING.
LOOKING BACK ON THE DEVELOPMENT OF PHYSICIANS FORMULA IN THE CHINESE MARKET IN THE PAST 6 YEARS, PHYSICIANS FORMULA, LIKE MOST FOREIGN BRANDS, OPERATES THE CHINESE MARKET THROUGH THE GENERAL DISTRIBUTION IN CHINA, BUT THIS MODEL HAS COMPLETED THE HISTORICAL MISSION OF PHYSICIANS FORMULA'S INITIAL EXPLORATION IN THE CHINESE MARKET.
At the same time, the era of channel dividends and traffic dividends in the Chinese market has become a thing of the past, and the market has fully ushered in the stage of branding and fine operation, and PHYSICIANS FORMULA must renovate the whole link from product, marketing to channel.
Markwins集团品牌营销副总裁 Adriana Kuri
To be a brand, the best time is always now.
For the long-term development of the brand, in the future, PHYSICIANS FORMULA's channel management will be transformed into a form of direct brand sales and distribution. The first is to use the win-win results of the brand and all partners to expand the larger market, and the second is to quickly respond to the changes in the Chinese market in an all-round way from brand marketing, product development, and supply chain supply, so as to make the Chinese market bigger and stronger.
IT IS NOT DIFFICULT TO SEE THAT PHYSICIANS FORMULA IS EMPHASIZING INTENSIVE LONG-TERM MANAGEMENT, SO THAT LONG-TERM MANAGEMENT IS ALSO STRONGLY SUPPORTED AT THE GROUP LEVEL.
THIS PRESS CONFERENCE IS THE FIRST TIME THAT PHYSICIANS FORMULA HAS SPOKEN OUT IN THE ERA OF CHINESE MARKET 2.0. In order to witness the strategic launch of the HEALTHY series, Ms. Lina, Chairman of Markwins Group, made a special trip to China, showing that the Group attaches great confidence and importance to the Chinese market.
3. Let the professionals win the marketBRANDING IS A LONG-TERM BUSINESS, FOCUSING ON PEOPLE WITH SENSITIVE SKIN, PHYSICIANS FORMULA HAS ALREADY STARTED BRAND BUILDING.
In 2023, PHYSICIANS FORMULA has co-branded the "It's okay to be a little sensitive" event with KnowYourself, the most popular psychological platform for young people in China, which has caused a wide range of social effects and brand effects.
"In the future, we will continue to export and expose the brand, improve the voice of our brand, and strengthen the mind of our brand. Yolanda believes that the competition of brands in the future will also come more from their own product power and brand power.
On top of the brand positioning of "Sensitive Skin Specialized in Makeup", it is the embodiment of the professionalism of PHYSICIANS FORMULA.
Markwins Group is the world's leading health and beauty products company, is also the largest private cosmetics group in the United States, after more than 40 years of steady development, its own Wet n Wild, LiP SMACKER, LORAC and other brands, covering from low price to high price makeup and skin care products, the group has more than 40,000 sales outlets in the United States, brands cover more than 80 countries around the world.
With the strong support of Markwins Group, PHYSICIANS FORMULA relies on dual R&D centers in China and the United States, and a global supply chain system, and has full confidence in the development of long-term brands in the Chinese market.
In 1994, the Group established its own supply chain system in Shenzhen, China, among which Songli Beauty Technology Co., Ltd. was formerly known as Songze Cosmetics (Shenzhen) Co., Ltd. in Shanghai, China, when China's cosmetics industry was in its infancy, the company has cultivated and exported a large number of talents for the cosmetics manufacturing industry in the past 30 years, so it is known as the "Whampoa Military Academy" in the cosmetics manufacturing industry, and its powder technology has always been the industry leader.
Through the empowerment of R&D centers in China and the United States, PHYSICIANS FORMULA has absorbed R&D elites from different countries around the world, and has formed a high-quality, high-safety standard and excellent cosmetic formula technology library under the layout of the global market driven by the group's professional makeup brand matrix and the layout of the global market.
The good news is that China has become a winning market for professionals. PHYSICIANS FORMULA'S PROFESSIONALISM HAS BEEN RECOGNIZED BY THE MARKET.
"At present, we have stationed colorists in more than 260 stores across the country. According to Yolanda, PHYSICIANS FORMULA has started a new offline layout and expanded in more retail systems.
The brand's new upgrade and restructuring of products, marketing and channels also makes the future of PHYSICIANS FORMULA brighter.
From left to right: Chen Min, CEO of East Ear Text, Qin Yi, Director of Kantar Worldpanel China's New Business Group, Xu Sijia, Doctor of Dermatology, Shanghai Jiao Tong University School of Medicine, and Dr. Yang, Asia Pacific R&D Expert of Markwins Group
In the roundtable forum at the scene, media representatives believed that the track of sensitive skin cosmetics is in line with the current trend of continuous segmentation, focus and targeting of the industry, and the consumption potential of sensitive skin care groups has not yet been fully released.
"Since the pandemic, the concept of health has continued to penetrate into the makeup industry, and mass consumers want to maintain good skin health while using cosmetics, which has also given rise to the trend of "clean beauty", and under this trend, "sensitive skin can be used" has become a symbol of product safety, especially in base makeup. "
"Sensitive skin users are told not to wear makeup by doctors, so many sensitive skin users will give up makeup, but that doesn't mean they don't have the need to be beautiful. "
"In the future, the makeup needs of people with sensitive skin will inevitably drive brands to develop makeup products that are suitable for sensitive skin and have the effect of repairing and improving. Qin Yi, director of Kantar Worldpanel's new business group in China, said that most of the irritants contained in makeup on the market are not friendly to the experience of healthy skin, and sensitive skin groups are more likely to resist it. "
Xu Sijia, a doctor of dermatology at Shanghai Jiao Tong University School of Medicine, said that more than 50% of patients "self-admitted" have sensitive skin troubles, which reflects that the vast majority of patients have unclear cognitive and treatment needs for sensitive skin, and we still have a long way to explore in the popularization and guidance of sensitive skin science.
Professional insights from industry, academia and research, media and the market allow us to see a rapidly rising sensitive skin cosmetics market.
Under the tuyere, PHYSICIANS FORMULA took the lead in realizing a new upgrade of products, marketing and channels. As a brand that dares to turn inward and take the initiative to change, PHYSICIANS FORMULA has the courage and ability to usher in a more long-term and stable brand development in a more professional market.