【Cutting-edge insights】Column ・Special report
Reporter | Zhang Jing
This article is the original work of "Beauty Headlines"
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This is the 30th brand story in beauty headlines' cutting-edge insight column, taking you to the problem of skin subtraction skincare brand JaneJi. Breaking the routine, simplifying the complex, simplifying the skin to do subtraction, using the world's advanced biotechnology technology, customizing more accurate skin care solutions for the younger generation.
"Not conventional, not limited by secular thought", as one of the five best in Jin Yong's pen, Huang Yaoshi is gifted, not bullying, disgusting the world, not pandering, and conscientiously doing a good job of himself.
In the beauty industry, there is also such a "Yellow Pharmacist", he is huang Chengyan, the founder of Jianji.
Founder of Jianji Huang Chengyan
Streamlined ingredients, simple formula, simple design, coupled with polar raw materials, extreme effects, minimalist aesthetics, jane has become a unique problem skin care brand in the cosmetics industry.
01
Polar material selection
Subtract from the skin
Taking inspiration from the journey to explore the Arctic and co-developing skincare products with polar style and effect were the original reasons for the establishment of the Minimalist brand.
Huang Chengyan, founder of Jianji, said in an interview with a beauty headline reporter that in fact, before creating a brand, he had been precipitating in the e-commerce industry for many years. At the time of the rise of content e-commerce, it was decided to try the "hand". Because it has been rooted in the beauty track for the past 10 years, I chose the skincare category as my "first stop".
It is said that after ten years of grinding a sword, Huang Chengyan finally waited for the best time to unsheath.
Breaking the routine, simplifying the complex, simplifying the skin to do subtraction, using the world's advanced biotechnology technology, customizing more accurate skin care solutions for the younger generation.
After 3 years of repeated experiments, insisting on selecting raw materials in the polar environment, adhering to scientific streamlining and matching, Jane Pole has created a professional-level skin care effect and minimalist skin care aesthetic experience.
02
Follow three principles
Hardcore research capabilities are well deserved
As a problem skincare brand, Jane's Follows Three Brand Principles.
Polar: pristine and pure natural environment, gifted with rare living ingredients;
Precision: national innovative R & D platform, efficient and professional skin care technology;
Subtraction: Targeted and streamlined formula, scientific and concise skin care steps.
Huang Chengyan said that most brands want consumers to buy more and more and more segmented products. In fact, consumer skin is a product that matches on demand, without too much burden, just the right rational skin care method is the right way. Therefore, since its inception, Jianji has always chosen to be with consumers, subtracting in skin care steps and distributions, reducing consumers' skin burden and economic burden.
In order to give consumers the best products, Jianji hired Li Huiliang, the first person in China's cosmetics research and development, as the chief engineer of scientific research. "Innovation Lab" was officially listed as a national laboratory through the national CNAS certification, and obtained the laboratory qualification of international cooperation, and is the first government-recognized science popularization base in China's cosmetics industry.
In addition to the hard power of the brand, Jianji's efforts in scientific research should not be underestimated. As the patron of brand R&D strength, Hechuang Scientific Research Center has an innovative R&D experimental base covering an area of more than 2,000 square meters, including an innovation R&D center, a efficacy evaluation center, a physical and chemical, microbiology, anti-corrosion challenge and a safety stimulation laboratory, etc., with R&D equipment value of more than 10 million yuan and R&D investment accounting for more than 5%.
03
Face the consumer
Serving 1 million women with precision
In Huang Chengyan's view, starting to do branding online is essentially a business logic of traffic thinking, traffic is the core, and survival and development are fundamental. Traffic comes from word of mouth, word of mouth comes from product services, and product services come from brand values, these keywords are the top priority for Jianji.
Through a large number of interactions with consumers on content media, Jianji adopts the D2C marketing model to do native and temperature content, shortens the distance with consumers, and directly sells and disseminates to consumers. At the same time, using digital tools to understand consumers and improve the consumer experience and links, although the content form needs to be in line with the platform, it is obviously difficult to simplify, after all, the core team of the brand has more than 10 years of e-commerce management experience. Therefore, compared with other brands, Jianji undoubtedly has a traffic key.
From the soothing series of polar wonderlands and primordial secrets, to the snow resort makeup series... Minimalism has always been to "speak" with products. Its king fried product "gentian makeup remover" is different from the common makeup removal products on the market, using "double continuous phase" technology to achieve dry and wet hands can be used, and even when bathing can also achieve the function of makeup removal.
Huang Chengyan revealed that the brand has just gone through the stage of content and product feasibility verification, and has generated a 30% chance of popularity among the cooperation talents, which is in line with the original expectations. The next step is to gain insight into the consumer migration trend in the next 5 years, grasp the direction of the content, and make better friends with them.
In the first half of 2021, Jane Pole served 60,000 users, compared to 36% of the super users. In the future, Huang Chengyan hopes to provide accurate services for 1 million women, so that more and more consumers know that subtractive skin care can return skin to a natural and healthy state.
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Contact: Zhang Jing
Contact: 15738818027 (VX same number)