Domestic products with solid functions and quality to meet the demand, a new look, to win the favor of domestic consumers.
Source | Poly beautiful
The author | Loey
From September 28 to 29, 2020, the 7th China Cosmetics Cutting-edge Brand Conference and Jumei Annual Conference, hosted by Jumei, co-sponsored by Private Domain Research Institute and Brand Accelerator, and named by New West Mystery, was held at The Baohua Marriott Hotel in Shanghai.
The theme of this conference is: Back to the Future: Navigating the Cycle insight into growth. Dr. Ye Linlin, founder and chief scientist of Yayan, came to the scene and delivered a keynote speech on "How to Empower Cutting-edge Brands and Create Functional Products", and the following is the transcript of Dr. Ye Linlin's speech at the Jumei Annual Conference.
Dr. Ye Linlin: Hello everyone, the topic I share today is how to create high-performance, multi-repurchase functional products.
Today mainly from these three dimensions to explain, the first is the new consumption era, what opportunities exist in functional products, the second is Yayan's research and development accumulation, and finally introduce our company.
< h2 toutiao-origin="h3" > what new opportunities exist for functional products in the new consumer era? </h2>
According to the data, the size of the beauty market is expected to exceed 450 billion yuan in 2020, and the growth rate is four percentage points higher in the overall consumer goods, second only to daily necessities. At the same time, in the data statistics of Taobao Tmall, it can be seen that its growth is also more than 30%.
Second, under the general environment, domestic beauty is ready to go. Brand ownership is no longer the main factor influencing the choice of domestic consumers, and more attention is paid to the efficacy and reputation of the product.
The third point is that the hard demand of consumers is guided by the development of domestic products, the original impression of domestic products in the minds of consumers is cheap, packaging old soil, no effect, and now domestic products with solid functions and quality to meet consumers' needs for function and quality. The hard demand of consumers mentioned above is more based on the demand for ingredients and efficacy and the change of consumption concept.
<h1 toutiao-origin="h2" > the deepening concept of cosmetic ingredients and efficacy consumption </h1>
Let's do a simple analysis of this topic. The first is the ingredient party, which shows that the "ingredient party" that pays attention to the ingredients and efficacy of cosmetics continues to dominate the domestic consumer population, even more than 60%. Due to the rise of the ingredient party has also bred many cutting-edge brands, HFP, The Ordinary, Tunemakers and other brands represented by "raw material barrels" are characterized by fierce ingredients and low prices to win the favor of consumers.
At the same time, not only domestic cosmetics claim to be functional skin care products, but also international brands, such as olay niacinamide, HR black bandage, and Estée Lauder's main focus is split yeast. As consumers' attention to ingredients increased, big names have also begun to change the way they promote them.
In addition to the general environment mentioned and consumer demands, science and technology are the primary productive forces that drive this development. We can find a rule that many of the hot ingredients on the market are related to Nobel. For example, the 1996 Nobel Prize in Chemistry winner Fullerene discovered that its main effect is antioxidant. In 2016, he proposed the theory of autophagy, such as POLA's B.A Aurora Illusion Serum, OLAY Streamer Bottle Muscle Base Serum and other products. The 2017 Nobel Prize proposed a circadian rhythm regulation, which led to the emergence of Estée Lauder's 7th generation small brown bottle, a clock myogene source technology with new light protection.
Above we talked about the environment, demand, ingredients, etc., in fact, the cosmetics industry also has its own laws and regulations to ensure the normal operation of the market. Cosmetics, whether imported or domestic, need to be filed, and the ingredient information of cosmetics is more transparent. In the new laws and regulations, there are also clear provisions on the claim of functional ingredients, that is, when a product claims efficacy, it must be justified.
< h1 toutiao-origin="h2" > opportunities and challenges for functional products/brands </h1>
We can see that functional skin care products have ushered in development opportunities, starting from the trend of future development. The first point of the fine optimization of the formula, we are no longer blindly pursuing the concentration of adding a certain ingredient, but should pursue its efficacy and speak with data. The second point is the basis of facts, in the past, brands liked to impress consumers with stories, but now they have to talk more about evidence, and data is more convincing. The third point is the word-of-mouth conversion of publicity, good word-of-mouth is the key to determining the survival of the brand, and experts let consumers have a sense of security now better word-of-mouth. The fourth point is the innovation of raw materials and technologies, emerging plant/microbial/synthetic raw materials with excellent efficacy prospects are constantly being explored, and extraction means, preparation processes, formulation concepts, and packaging technology innovations promote brand development. The fifth point is product research and development, before the product began to chase the market hot spots, now more is to combine the characteristics of their own enterprises to develop products with efficacy. The sixth point is that the cost is not low, and the value of the high-end raw materials themselves determines that the product is no longer "9.9 free shipping"
Consumption upgrades, corporate image and profit pressures force companies to develop high-end products. Of course, opportunities and challenges coexist, and the key lies in how to seize this opportunity.
<h2 toutiao-origin="h3" > Yayan's research and development accumulation </h2>
What about Yayan's efficacy? We do in vitro cell experiments in terms of efficacy skin care, as well as human testing, and today we mainly introduce the products developed by Yayan.
<h1 toutiao-origin="h2" > soothing product development: delve into the formula Patent certification</h1>
The first is a soothing product, which shows that more than 90% of women in the Asian population claim to have sensitive skin. Especially under the influence of the epidemic, the appearance of "mask face" causes skin sensitivity, but in fact, there are many reasons for skin sensitivity, the most important of which is damaged skin barrier, including acid-base imbalance, physical barrier and micro-ecological barrier damage. Its clinical manifestations are itchy skin, redness, tingling and even tightness. If it is from the measurable data, it is that the stratum corneum is thinner, the erythema increases, and the sebum decreases.
Therefore, Yayan has been researching sensitive skin, thinking that first of all, to solve its appearance, alleviate sensitive symptoms, and then repair the barrier, while reducing inflammation, our products have applied for invention patents. As shown in the figure above, in the actual application case, we used this product for two women with severe skin sensitivity. After observing for a week, it was found that there was a significant improvement, the product was relatively safe to use, and its moisturizing effect was better.
<h1 toutiao-origin="h2" > anti-wrinkle product development: based on mechanism multi-click break</h1>
The second product is anti-wrinkle and anti-aging, some studies have shown the cause of wrinkles, there are expression lines due to laughter, ultraviolet damage or the body's natural aging, resulting in collagen loss. Yayan's targeted solution is a multi-target solution, after ten minutes of use in the subject, its wrinkles changed, and after a month of continuous use of this product, the wrinkles in her eyes also underwent some obvious changes.
Nowadays, many brands will claim to add a certain ingredient to the product, but even if the same ingredient is added, the effect is different, mainly the form of product presentation. So after we did a package test, we found that it would be released in vitro. We have observed through penetration experiments on the skin that under the wrapping technology, we use a pro-osmosis method, and the absorption rate actually seen is different, even if the same ingredient is added, but the composition is not the same in different formulations. Therefore, the efficacy of the product embodied in the end is also different, and the hero cannot be discussed as a single ingredient.
In the face of the experts in the audience, many of us who do product research and development have a little doubt about the addition of active ingredients below 0.1%. The first is that not all functional ingredients must be added to more than 0.1% to have an effect, if the actual 0.1% or less, it is a trace component, consumers will ignore its importance, but in fact, some active ingredients added below 0.1% can play a role. At the same time, it can be seen that under different systems, a certain ingredient may have been added to more than 0.1% before, but due to changes in all aspects of its parcel system, it does not need to be above 0.1% to achieve the same effect, so why add to so high? What does it do? What do we do with adding these ingredients?
For example, the popular bosein component, everyone began to claim to add bosein, but we have done testing bosein, and the study found that our own bosein and the bosein score on the market are not the same.
<h1 toutiao-origin="h2" > acne product development: a new concept of microecological balance</h1>
Then in terms of microecology, there is currently a lot of academic research on microecology, and these academic studies will eventually be linked to our products. Here is also a two-point question, can the micro-ecological balance be used in scalp care? Due to the many factors that produce dandruff, can the increase in the associated microbiota be solved by the theory of microbiome balance? It's worth exploring.
The above figure is the test results of the acne products we developed, and the test girl found that her face changed significantly after using our acne products for a week, and we also collected a lot of different groups of people to observe the data of changes before and after their use to detect whether the distribution of microecological flora changed. Although it is only a product inspection, it is also hoped that the study of microecological products will have a revealing effect.
Finally, I would like to introduce our company, Yayan was founded in 2009, headquartered in Hangzhou, Zhejiang, our company has passed the national high-tech certification, and has various technical certifications. The company's special service "small and beautiful", does not refuse any customer, regardless of the size of the order, are dedicated to tailor-made for you to create your own brand. Thank you! That's my talk.
The conference gathered all the big names in the industry's full link link, brand representatives such as Polaria/New west mystery/Mary Dejia/Perfect Diary/Orange, the heads of the four major multinational company incubators of Johnson & Johnson/L'Oréal/Unilever/Shiseido, the heads of social media and beauty industry leaders of various social media and traffic platforms such as Tencent/Douyin/Pinduoduo/Xiaohongshu/JD.com/B Station were present in detail, and advertising master Yang Zhenghua and top design company Nian Xiang all delivered keynote speeches on the spot. More detailed guest accompaniment and essence of the collation we will be released on the official public account of Jumei, please pay attention to check.
(Finishing: Loey)
— Back to the Future —
composed
The 2020 Cosmetics Cutting-edge Brand Conference (and the 7th Jumei Annual Conference) hosted by Jumei and named by New West Mystery,
The curtain came to an end in Shanghai on the 29th.
We are in a new cycle of cosmetics brand development, the new era is surging forward, each new sharp in the "product, traffic, content" in one or more sections of the ability to outstanding, beautiful and sharp. This conference takes everyone to "go back to the future, through the cycle, insight into growth" and grow together.