Find your own competitive ecosystem and focus on deep cultivation.
Source | Poly beauty
Author | In the past five years, China's beauty industry has experienced an unprecedented period of rapid growth, with platform dividends continuing to emerge and cutting-edge brands achieving the GMV goals that can only be achieved in the past decade, which has made the industry unprecedentedly prosperous.
However, as the industry gallops to a certain stage, dividends dissipate and stock competition intensifies. The industry has begun to slow down and enter a cyclical adjustment, which is also an irreversible general direction. The professionalism and complexity of industry competition are no longer the same as they were five years ago, and surviving has become the biggest task for many brands in 2024.
But it is also at a time when many brands are slashing upstream costs for profits, and Berry Beauty is going against the current and upgrading the subversive formula efficacy of a classic explosive product that has been verified by the market.
In the eyes of many brands, this is not a necessary move, and it is even a bit risky. However, Berry still chooses to jump out of the low pressure of the general environment, constantly pursues new heights, and firmly climbs the strength of scientific research and landing products.
So, behind Berry Beauty's unconventional actions, where does the confidence come from? By dismantling the upgrade points of the classic Berry Beauty Background Moisturizing and Setting Spray, we may be able to get a glimpse.
Dismantle the new technical threshold of Berry Beauty's classic explosive products
In the entire makeup category, base makeup has always been considered the most threshold category. Even many people in the industry call it "a category that is more difficult than skin care". As part of the base makeup, the difficulty of developing makeup can be imagined.
However, the newly upgraded Berry Beauty Backstage Moisturizing Setting Spray has once again achieved the ultimate breakthrough.
It is reported that the newly upgraded Berry Beauty backstage moisturizing and setting spray innovatively uses Pra-Membtech®, a patented film-forming agent from Berry's United States, and adds enough Ectoin and Panthenol B5, the formula is alcohol-free, and uses a utility model patented pump head, the water mist evenly covers the whole face, and assists the film-forming agent to quickly form a film, which is more anti-rubbing, more oil-controlled, more moisturizing, and more soothing, so as to achieve the effect of long-term fixing and not easy to take off makeup.
At the same time, every effect of the heavily upgraded Berry Beauty Backstage Moisturizing and Setting Mist, such as moisturizing, oil control, soothing and repairing, waterproof and anti-sweat, anti-rubbing, and long-lasting makeup, has been tested by a professional third-party testing agency, rather than only from internal data, which shows its rigorous research attitude and professional gold content.
So how does Berry Mill do it?
1) National invention patent-level innovation from film former Pra-Membtech®
It is understood that the makeup setting spray is mainly composed of film-forming agent + moisturizing ingredient + oil control ingredient. Among them, the film former can penetrate into the gaps of the base powder to strengthen the connection between the powders, and cross-link into a "strong film" to maintain the long-lasting makeup appearance.
Therefore, based on the principle and efficacy of the makeup setting spray, the film-forming agent is undoubtedly the core ingredient, and it is also the hardcore key point of comfortable, breathable, and long-lasting makeup. On the industry side, the development of an exclusive film-forming agent that is suitable enough to maximize the effect of setting makeup has always been the key point of innovation in the makeup setting spray track.
For example, Berry Beauty began to develop film-forming agents early, and before the backstage moisturizing and setting spray was upgraded, it developed a film-forming agent with national invention patents, and received good market feedback. However, the upgrade of this efficacy formula is actually a test of higher standards, such as whether it can be adapted to new ingredients and formulas, whether it can give full play to the efficacy of ingredients, and whether it will affect the experience of the upper face, etc., are all problems that need to be overcome in this upgrade.
Among them, in view of the compatibility between the film-forming agent and the active ingredient, which is the most common and difficult to grasp in the makeup setting spray track, Berry has effectively solved this problem by using the particularity of the molecular structure of its national invention patent film-forming agent Pra-Membtech®.
It is reported that the excellent compatibility of the film-forming agent Pra-Membtech® itself makes it effectively break through the limitation that not every film-forming agent can be effectively adapted to the active ingredients, and can improve the moisturizing and oil control effects on the basis of rapid film formation through its good adaptation with active ingredients such as ectoin, panthenol B5, and niacinamide.
Specifically, under the synergistic effect of the film-forming agent Pra-Membtech® and niacinamide ingredients, the oil control power of the newly upgraded background moisturizing setting spray has been greatly increased by 120.46% (data from the third-party testing agency Microspectrum), which realizes the rapid film formation at the same time, so that the makeup is refreshing and non-sticky, which can firmly fix the makeup and present a soft-focus finish for a long time.
In addition, Berry Beauty also saw that most of the ingredients used for film-forming agents on the market generally have pain points such as toughness, stickiness, impermeability and obvious tightness, especially in the case of high temperature, sweat, rain, etc., the film-forming performance will be greatly reduced.
Pra-Membtech®, a national invention patent film former developed by Berry Beauty, is synergistic with polyurethane and amphoteric polymers to quickly fit with the base makeup to form a soft, elastic, transparent and breathable mesh protective film, which can effectively achieve susceptibility to changes in the environment, temperature and humidity while helping moisturizing ingredients to release for a long time and doubling the holding power.
According to the data of the third-party testing agency Microspectrum, the upgraded Berry Beauty Backstage Moisturizing Setting Spray was used to test the long-lasting, waterproof and sweat-proof efficacy of makeup, and showed outstanding results.
2) Add enough Ectoin and Ubiquinol B5 to make a breakthrough extension of efficacy and scenarios!
Based on the diversified needs of consumers, such as the needs of people with different skin types and the needs of different scenarios, professional upgrading and R&D are being carried out based on the needs of subdivisions, which is also being implemented in the development of makeup products and has become the innovation direction of the industry. But it won't be easy.
For example, alcohol, as a typical allergenic ingredient, is actually a common film-forming agent solvent, which plays a role in accelerating the film-forming agent's film-forming, and after removing the ingredient, the film-forming speed of the film-forming agent will be reduced, which will then bring a sticky and slow film-forming experience, so most of the common setting sprays on the market contain alcohol ingredients.
However, after seeing the rising demand for people with sensitive skin, Berry Beauty still made efforts inward, tackled this problem through precipitation technology, and achieved a new alcohol-free formula in the newly upgraded background moisturizing and setting spray.
At the same time, in addition to the needs of makeup such as fixing, the integration of appropriate skin care effects is the trend of the times and the embodiment of barriers. In this newly upgraded formula, Elastic Beauty has added a sufficient amount of Ectoin, a lady-level repair factor, and a combination with the moisturizing ingredient Panthenol B5, so that the moisturizing power is effectively increased by 21.08% (data from the third-party testing agency microspectrum), which is not only more gentle and soothing in use, but also feels more refreshing and non-sticky, and the makeup is also breathable and not easy to get stuck in powder.
And the blessing of this skin care ingredient has also made the newly upgraded Berry Beauty Backstage Moisturizing and Setting Spray successfully realize the extension of the use scenario, from post-makeup to pre-makeup moisturizing and other use scenarios.
Among them, it is worth noting that the use of the moisturizing ingredient panthenol B5 is also a precipitation of technical experience and the ultimate pursuit of details from Berry. Based on the logic that the more refreshing the formula, the less likely it is to produce oil, Berry Ray has replaced the original thick hyaluronic acid with a more refreshing panthenol B5 to achieve a further balance between moisturizing and oil control.
Behind the market without following the trend, the support of extreme professionalism
In fact, it is not uncommon for explosive products to be upgraded in the industry. What is strange is that few brands have been rooted in a certain track for a long time like Berry Beauty, and have continued to empower a successful explosive product from the in-depth and innovative aspects of raw materials, working principles, and efficacy verification.
Especially when it is at the low ebb of the industry, it still dares to use real money to smash scientific research and use slow work to make blockbuster upgrades of explosive products. And this brand attitude of focusing on scientific research and insisting on deep cultivation of scientific research to empower brand competition is bound to be inseparable from its own positioning.
Looking back on the development process of Berry Beauty, in the early days, after Berry Beauty became famous for its makeup, although it knew that the feasibility of copying explosive products and the "cost performance" were very high, it still chose to focus on the matter of makeup fixing, and used the belief and concentration to do a wide road in the subdivision track, continue to pry into user needs, and break the development boundary and ceiling.
It is precisely because it has always adhered to the concept of not following the market and focusing on doing a good job in products, so that it has created technical barriers that are difficult for other brands to surpass in a short period of time.
For example, in the category track, which is known as "more difficult than skin care", the single product of Berry Beauty Backstage Moisturizing Setting Spray has 3 national patents. Among them, the core film-forming agent patents, from the first attempt of dual-core film-forming agent to the development of national invention patent film-forming agent, even cover the whole six years of trial and error and adjustment of Berry Beauty.
In order to pursue a more extreme effect and experience, Berry Beauty also set its sights on the pump head of the setting spray, and developed a uniform micro-pressure pump head with a utility model patent, so that in the synergy with the patented film-forming agent and new formula compounding, technological breakthroughs and barrier reconstruction have been achieved again and again.
Moreover, in its product development logic, it is clear to see its insight and connection to user needs. For example, in this upgrade, the practice of removing alcohol and adding active ingredients such as ectoin and panthenol B5 means that the brand sees the targeted choices of consumers with different skin types and the needs of different use scenarios. The concept of always taking consumer needs as the starting point not only brings the brand closer to consumers, but also gives the brand a more long-term and stable vitality.
And this idea of using vertical expertise to broaden the brand vitality and market space has also verified its success in time. For example, since its launch in 2018, Berry Beauty Backstage Moisturizing Setting Spray has dominated the sales of the top 1 makeup setting spray category for five consecutive years.
Brave the cold winter and make a comfort zone in the "narrow road".
After seeing the ebb and flow of the industry over the years, Jumei always believes that in such a cold environment, it is often necessary to think more calmly and restrain impulses, and by identifying their own competitive ecosystem and continuing to focus on deep cultivation, in order to truly grow into a long-life cycle brand in the positive feedback loop of the market.
For example, doing a thorough job of fixing makeup has always been the foundation that has supported Berry Beauty to grow from 0-1 to a pioneer in the field of domestic makeup. This time, Berry Beauty dared to upgrade the classic explosive products in the low tide of the market, which is also adhering to this concept.
Looking back over the years, on the one hand, there is an extension of different makeup setting products such as magnetic oil control makeup setting spray, 3% ectoin makeup setting spray, clear sunscreen powder, and flawless sunscreen powder, and on the other hand, it is a "textbook" upgrade of explosive products like this backstage moisturizing setting spray.
In addition, in the setting track of international giants, Berry Beauty has always been able to maintain its TOP position in the makeup setting spray and other makeup categories for many years, which also proves the feasibility of focusing on the track and continuing to specialize, creating products that can stand the test of time, winning the market with the accumulation of user reputation, and creating a brand moat.
In 2024, the competition in the cosmetics industry is no longer easy, but the more difficult it is, the more the real power of the brand will be tested. At present, the future of Berry Beauty, which focuses on the makeup setting track and successfully occupies the vertical mind in the hearts of consumers, can be expected.
Visual Design: Lele
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Editor in charge: Lucky
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