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Domestic skin care brands have brought a wave of enthusiasm to the newly launched sister makeup brands.
Recently, Zhiben introduced the new make-up brand "Yanyiguan YIFINITE" on its official social media platforms such as Weibo, WeChat, Tmall and Xiaohongshu. On December 1st, the flagship store of Yanyi Tmall was launched, but it is still in the preheating stage. The official release date of the new product is January 1st, 2023.
The first four products launched by Yanyi are air cushion, lip mud, lip glaze and four-color eye shadow, and the price is 168 yuan, followed by 79 yuan, 79 yuan and 89 yuan. Before the official opening of the purchase link, Yanyi will open a single event to the Tmall flagship store, which will pay for the 99 yuan free experience package, including the sample experience package of three products: air cushion, lip mud and lip glaze.
The most noteworthy thing is that from a week ago to the official announcement of a new brand, the accounts of Yanyi Weibo, Tmall and Xiaohongshu have accumulated 5,000, 26,000 and 9,000 fans respectively. At the same time, under the official account of the new brand, there is a message "Zhiben Makeup Line", which is enough to show that this pair of sister brands can play a drainage role.
Zhiben was established in 2012 and is affiliated to Shanghai Chengmu Cosmetics Co., Ltd. (hereinafter referred to as "Chengmu Company"). To focus on the concept of "repairing skin barrier", emphasizing the research of product ingredients by the brand itself.
According to the official flagship store of Tmall, its product lines are divided into four series: Tean Repair, Shu Yan Repair, Multiple Excellent Effects and Smooth Wrinkles, which are mainly aimed at skin types with different sensitivities and anti-aging needs.
Even in the field of low-priced skin care products, the price band is extremely low. Most of our products are less than 100 yuan, and the most expensive multi-functional cream is 178 yuan.
In addition, the packaging is extremely simple, and it is only distinguished by color and bottle shape. This has also become one of the evidences that many netizens in Xiaohongshu commented that this book "can’t be marketed", because "competing for beauty" in packaging is often an important part of beauty brands to attract consumers’ attention at first sight. On the other hand, there has been no celebrity endorsement promotion content since the foundation of the company for many years.
However, just as other domestic brands have grasped the logic of online traffic in recent years, it is obvious that they have also spent some effort on new media channels.
There are more than 50,000 notes about this brand in Little Red Book, among which there are many evaluation contents of beauty bloggers. On the whole, the content of the praise can be summarized as high cost performance, R&D ability and professional customer service.
The professionalism of customer service is reflected in the fact that some bloggers will expose their chat content in Tmall flagship store and customer service, so as to show that customer service will make specific suggestions according to the situation of consumers’ skin problems, and even "persuade" some consumers with serious skin problems not to buy their own products, but to seek medical treatment in time.
Research and development is also a prominent point in the external publicity. According to the brand introduction of Zhiben, the brand established a laboratory in Shanghai in 2015, and established a joint laboratory with Nankai University two years later. In 2020, Zhiben established its own factory in Shanghai, covering an area of 20,000 square meters, integrating scientific research, development and production.
According to official website, Zhiben is applying for and already has a number of patents on ingredients exclusively developed. Yan Yi also emphasized the importance of self-research and production in the copy of the official promotion of the new brand.
For example, ergothionine with a purity of 98% developed by the company was added to its first air cushion, which is higher than the concentration of the same ingredient sold in the market, so as to improve the antioxidant and makeup holding effect of the base makeup.
No matter from positioning pricing to publicity, to some extent, Yanyi is more like a "ultimate" replica in the field of makeup.
However, it is not uncommon for domestic brands to cross-border makeup from skin care products.
For example, Winona’s parent company Bettini invested in Funny Elves, a domestic makeup brand, and Polaiya acquired Caitang, a makeup brand, and Marubi acquired the makeup brand Love Fire.
Caitang has recently appeared in the top 20 of Tmall 618 makeup category. Polaiya also repeatedly mentioned the rapid growth of Caitang brand in the financial report, which shows that Polaiya’s tendency to bet on it as the second pillar brand is becoming more and more obvious.
Cross-category expansion is indeed an inevitable way for beauty companies to find increments, but new brands also mean new expenditures and more market uncertainties.
Under the current situation that the beauty market continues to be under pressure due to repeated epidemics, the downward trend of makeup categories is more obvious than skin care. According to the research of magic mirror market intelligence, the sales of beauty, skin care and make-up perfume in Tmall double 11 dropped by 7.7% and 25.1% respectively this year.
The main brand itself is still in the development stage in the cheap skin care track. Whether the new brand can survive in the more competitive cheap makeup track will challenge Chengmu’s money and energy.