"Men's grooming leader"
The "male economy" has risen. According to Euromonitor, by 2023, the global men's cosmetics market will reach 540 billion yuan, of which China's men's cosmetics market will also exceed 20 billion yuan.
The market scale continues to expand, and the men's grooming track has also ushered in many domestic players, among which Naturedo Men, a one-stop grooming brand designed for modern men, is one of the leaders. In 2022, Nature Hall Men's first launched the "Boyfriend's Day" marketing campaign, which has become one of the brand's powerful "weapons" to drive offline business.
From May 17th to June 2nd, Nature Hall Men made persistent efforts to launch the 4th "Boyfriend's Day" theme marketing, focusing on offline scene marketing, mainly promoting dragon's blood skin awakening and oil control sets and gift boxes, men's facial cleansing, etc., to further occupy the minds of consumers in the men's grooming track.
The fourth edition of "Boyfriend's Day" will be launched
Focus on offline scenario marketing
Philip Kotler, the father of modern marketing, mentioned in his book Marketing 4.0: From Traditional Marketing to Digital Marketing: "In an era of attention scarcity and fragmented information, brands need to create Wow Moments for consumers."
With the emergence of marketing methods, this "moment of surprise" has become more and more the key to communication between brands and users. For brands, it is necessary to have in-depth insight into users, please users, and create a strong memory point for the brand itself.
Tens of billions of men's skin care track, old foreign capital, new men's brands are also emerging, and the competition is not fierce. In the narrow road, Nature Hall Men tore a hole by creating a brand-exclusive "Boyfriend's Day".
Unlike many brands that focus on online marketing, Nature Hall Men's "Boyfriend's Day" focuses on offline marketing. Qingyan learned that since 2022, Nature Hall Men has launched the "Boyfriend's Day" marketing campaign for the first time, aiming to open up brand and terminal channel resources through full-link integrated marketing.
Judging from past achievements, "Boyfriend's Day" has not only become a powerful starting point for Nature's men's offline partners to stimulate business, but also helped the brand accumulate a wave of voice.
And this "Boyfriend's Day", Nature Hall Men is mainly based on two aspects of market insights.
First, the demand for gifting scenes has surged, and festivals have attracted female consumers.
At present, the "male face economy" is prevalent, and female consumer groups have become a consumer group that cannot be ignored, especially with the outbreak of the gift economy, in various special nodes such as Valentine's Day and Christmas, they are more willing to buy goods and give them to male friends or relatives, further promoting the expansion of the male beauty market.
The data report also shows that in the men's skin care category, women are an important consumer group of men's skin care, and the proportion of women's gifts has reached about 33%. Based on this, men's skincare gift box sets are obviously more preferred by female users.
Second, to meet the grooming needs of male consumers.
On the one hand, men are increasingly focused on improving their personal image and are willing to buy their own grooming products. According to Mojing's data, in 2023, men's facial cleansing will be the category with the highest sales volume and the largest demand among men's skincare products, accounting for 36% of the market1.
In addition, oil control and moisturizing are the core skin demands of male consumers when choosing skin care products. In addition to solving skin problems, men also pay attention to improving their personal image, focusing on skin vitality and overall freshness, and maintaining freshness has become the primary psychological reason for men to use facial skincare products.
Based on the above insights, this "Boyfriend's Day", Nature Hall Men will mainly target consumers in offline beauty stores and shelf channels, with Dragon's Blood Awakening Oil Control Set and Men's Cleansing as the main products, so as to further consolidate the influence of the brand, enhance the confidence of cooperation channels and agents, and empower terminal sales.
Make a combination punch
Unleash the power of the product in an all-round way
Iron also needs to be hard. Brands want to quickly gather the attention of users, in addition to creative marketing methods, strengthening product innovation has also become a key breakthrough to win.
So, what are the advantages of the dragon's blood awakening and oil control set and men's hose cleansing product combination promoted by Nature's men's "Boyfriend's Day"?
▍ Natural Hall Men's Dragon's Blood Awakening Oil Control Set
Qingyan learned that the Dragon's Blood Awakening and Oil Control Set of Nature Hall includes Dragon's Blood Energy Body Lotion and Acne Cleansing Balm, and the product has achieved an upgrade in efficacy this year, focusing on the two major effects of oil control and moisturizing to meet the two major skin demands.
From the perspective of core ingredients, Nature's Hall Men's Dragon's Blood Awakening Series focuses on two major ingredients: dragon's blood plant extract and small molecule glacier water. Among them, the essence of dragon's blood plant is the characteristic plants from the Himalayan region, such as unicorn, blood-filled grass, chickpea, etc., after their rhizomes are broken, they will flow blood-like red juice, which can awaken the skin's vitality and repel fatigue; Originating from more than 5,128 meters in the northern foothills of the Himalayas, the small molecule glacier is rich in a variety of minerals and trace elements that are beneficial to the skin, which can promote the production of NMF, a natural moisturizing factor in the skin, and improve skin hydration.
The Dragon's Blood Energy Body Lotion promoted by this series realizes the three-in-one essence of water emulsion, which is in line with the concept of men's minimalist skin care, and can fight multiple skin problems such as dryness, tiredness, and shine; The matching acne cleansing balm uses amino acid surfactant + soap-based compound formula, which can deeply cleanse pores, and contains Himalayan red mud and acne ingredients, which can effectively improve acne skin while achieving a refreshing acne effect, and is gentle and does not hurt the skin.
▍ Natural Hall Men's Dragon Blood Dew
With its excellent quality and effect, Qingyan noticed that on major online e-commerce platforms, the dragon's blood rejuvenation series products have received a good response. According to the Tmall list on May 14, Naturetang Men's Dragon's Blood Body Lotion ranked TOP1 on the best-selling list of oil-controlling men's creams. In addition, on the Xiaohongshu and Douyin platforms, the praise for the dragon's blood rejuvenation series has continued, which shows the strength of its product power.
It is worth mentioning that in addition to the acne cleansing balm, the other two basic hose cleansing creams of Naturetang men, Green Clay Oil Control Cleansing Balm and Charcoal Cool Blackhead Cleansing Balm, were also upgraded in April this year. In addition, in April this year, Nature Hall Men also launched a new whitening cleanser, whitening and brightening, washing away dullness, four cleansers can separate the skin to fight off oil, dullness, acne, and blackheads, so as to meet the different skin demands of men.
▍Nature Hall Men's Cleansing Series
Ranked TOP1 on multiple lists
Gain a good reputation
As a one-stop grooming brand designed for modern men, Naturedo Group has a deep understanding of men's skincare needs and consumer preferences in the early stages of its establishment, and has set the image of men's series as passionate, energetic and challenging, effectively distinguishing it from the same men's products on the market.
As an expert in the men's grooming track, Nature Hall Men's inspiration comes from the Himalayas, and the products are made of water, plants, minerals, and microorganisms from the Himalayas, and use industry-leading cutting-edge technology to ensure product quality.
Looking at the current men's grooming market, although the brand is like a cloud, the overall market pattern is dominated by facial skin care and basic cleansing. Most brands only meet the threshold of consumer demand, far from meeting the real demands of young boys and elite men for all-round grooming.
Relying on the strong scientific research strength of Nature Hall Group, Nature Hall Men has launched a number of product series such as basic facial skin care, medium and high-end facial skin care, scalp care, and vitality fragrance bath, all of which have gained a good reputation among consumers since their launch.
For example, during the 6.18 period last year, the Natural Hall man was on the 6.18 Tmall Men's Cream List NO.1, the 6.18 Tmall Oil Control Men's Cream Hot Selling List NO.1 and other lists, and during Valentine's Day on February 14 this year, the Natural Hall Men's Glacier Gift Box also won the Tmall Men's Gift Box Hot Selling List TOP52.
With the increasing segmentation and refinement of men's skincare, Naturetang Men's has met the needs of male consumers for simple, effective and high-quality skincare products with its deep brand accumulation and keen insight into the market. Looking forward to the future, Naturedo Men's is expected to continue to rely on its brand accumulation to further expand its market share and consolidate its position as the top domestic product in the field of men's grooming.
Annotation:
1. Data source: Magic Mirror, Tmall + Taobao platform market share of men's cleansing in 2023.
2. Data source: Sales of business counselor Tmall men's gift boxes from February 1, 2024 to February 29, 2024.