Hyaluronic acid and retinol are available, but is the skin absorbed well?


The author: Iris

More and more users will research the ingredients when purchasing skin care products, and they have gradually formed the “ingredient party”. It has been reported that platforms that use cosmetic ingredient query functions such as “ Beautiful practice ” and public account “< / span> Basic look “. Some brands whose main ingredients are transparent will directly name the products with ingredients, such as HFP’s “Lactobionic Acid Solution” and Paula’s “2% Salicylic Acid Essence”.

While researching skin care ingredients, how to make these ingredients better absorbed by the skin has become another research direction. Simply increasing the concentration may have side effects on the skin, and physical forms such as water-light needles and nano-microneedles are not suitable for daily skin care.

The skincare brand Guangxi, who has recently come into contact with it, chose to cut in with absorption technology and use a non-invasive smear to help the active substance reach the dermis layer.

According to CEO Wang, this technology is called “USL nano-microsphere delivery system”. The technology was developed by its own team. It was successfully developed in 2015 and submitted a national invention patent application. The Guangxi brand was officially established in March 2018, 2018 The first products came out in September.

The core of the technology is to use 30 nanometer-sized liposomes as a carrier for bioactive substances to ensure that the active ingredients are safely and efficiently absorbed by the dermis layer.

If you understand it a bit, many ingredients are difficult to be effectively absorbed by the skin. According to Guangxi, the structure of liposomes is similar to that of human cell membranes. Less than 100 nanometers can naturally penetrate the skin.Wrapping skin care ingredients with liposomes can bring skin care ingredients into the dermis together. In addition, this encapsulation can also reduce the probability of oxidizable components such as astaxanthin being oxidized before use.

Guangxi liposome absorption technology

At present, Guangxi has more than 20 SKUs. Its flagship products are 5 flagship essences and 5 skin-care masks. The price range of the essence is between 200-400 yuan, and the price of the mask is between 10-40 yuan per piece, positioning high-end users.

So, how does Guangxi understand high-end users who consume this price range?

In Wang ’s view, first of all, these users have discernment and knowledge and will buy the right products; secondly, they have the ability to appreciate and like products with brand culture. This group of people is concentrated in Beijing, Jiangsu, Zhejiang, Shanghai, and the Pearl River Delta, and 70% of the population in first-tier and new first-tier cities. In terms of age, users are younger, with 18% of users aged 40 to 40 and 20% of users aged 25 to 30.

It is worth mentioning that Guangxi introduced the idea of ​​Internet product upgrade and iteration into the field of consumer products. From the initial launch in October last year to the 2.0 update in June this year, Guangxi is also expected to have a 3.0 update in 2020 next year.

“The life cycle of domestic skincare products is generally 2-3 years. There is basically no iteration and update. After that, consumers lose interest in the product and then delist. It ’s very long. For more than ten years, brands with stronger international capabilities have different product lifecycle management than fast-consumer brands and domestic brands in Japan and South Korea. “

Meixi, director of the product and production department of Guangxi said, “Guangxi wants to use the product iteration path to make the user experience more and more strong. We have a mask. The first batch of products has an allergy rate of 1.5%, less than one. Iterates over the second version and is now the third version with an allergy rate of less than 1 in 10,000. “

On the sales channel, Guangxi wants to directly reach the C terminal. E-commerce is the only channel, including Tmall, JD.com, and Xiaohongshu. In terms of brand and marketing strategy, more attention is paid to the operation and content cultivation of the core user group. Guangxi Marketing and Marketing Leader Iynn mentioned that “the core customer base originally came from content marketing and dissemination on Xiaohongshu. Live broadcast and short video are also a good form. At present, we are still in the stage 1 stage of entrepreneurship. “. Therefore, after going through the first stage, how to find an effective marketing method and make users bigger is an important issue that Guangxi will face.

Guangxi Overture Series

Skincare is not a new market. For the reasons for choosing this track to start a business and the opportunity to generate new brands on this track, Guangxi also gave his own understanding:

  • First of all, the supply and demand of the domestic skin care market is imbalanced, and new brands have the opportunity to break through.

    From the perspective of the supply side, most domestic players are separated from production and brands. At present, there may be more than 3,000 skincare brands registered on Tmall, but there are far fewer factories. The market fights for prices, resulting in low long-term R & D and production costs at the factory end, and uneven qualifications for formulators. This has led to low-level repetition of skin care products in China and serious product homogeneity.

    From the demand side, consumers, especially post-90s consumers, have increased their acceptance of domestic brands, so they have the opportunity to create a series of new brands. But at the same time, the ingredients of skin care products, technology and other elements are transparent, and consumers are more and more aware of skin care, and have higher requirements. Based on this, new brands that can meet the new needs of customers have the opportunity to stand out.

    • Secondly, from the external factors, platforms such as e-commerce and WeChat enable brands to get user feedback faster and more directly, and Product iteration.

      “Our WeChat community has a population of 20,000, of which 1,000 people are very active and can help us evaluate our products. It is a seed pool before the next generation of products. Under the premise of support, we will find as large as possibleSamples for testing new products. “

      • Finally, there are two directions in the field of skin care products at present, one is the ingredients, the other is the absorption technology, and the absorption path is the future skin Product trend. Liposome absorption technology was originally applied in the medical field, and the cost was very high. After Guangxi realized large-scale industrialization, it can be produced at relatively low cost. “It’s been a while since I developed this technology, and I just dared to enter this field to start a business because it’s time.”

        According to the data provided by the team, the brand officially entered the Tmall flagship store in June 2019, and the sales on the day of Double 11 exceeded 10 million. It officially entered the Tmall KA-level business array. According to the current growth rate, The amount is expected to exceed 100 million in 2020. The current average customer unit price of the store is between 270-350 yuan, and the cumulative consumption of more than 10% of the old customers exceeds 2,000 yuan.

        Next, Guangxi plans to launch its own makeup line, with the intention of leveraging the high spread of makeup to strengthen the connection with young consumer groups and complement the full product strategy. According to reports, the make-up line will focus on “makeup and health”, and the products will focus on air cushion, foundation, lip glaze, lipstick and other categories.

        Title map source: Unsplash