Cosmetics exquisite hot style logic, a brand must have a product

It is understood that THE two TOP SKIN have introduced apply face film, THE repair facial mask and massage makeup before THE emergency mask at night, starting at THE end of August, subsequent new product formula have been determined, will gradually launched this year. THE TOP SKIN is a focus on staying up late SKIN care segment scene of skincare brand, founder of Maggie before THE creation of brand commodity investment work, chose to protect SKIN to taste THE category business, in addition to THE factors such as interest, but also because of THE industry high margin, high pin, features such as resistance to cycle. Under the circumstances of goods rise, more and more consumers are willing to accept the domestic cosmetics, with mature and perfect, the supply chain is very beneficial for new brand. Maggie in THE introduction, before THE creation of THE brand, THE TOP SKIN product development teams have done a lot of research to THE market and consumer research. Preparing by industry research, the entire network data, a comprehensive analysis was carried out on the market; Based on user data and deep research to determine our position and strategy. The advantage of the new brand lies in the profound insight of vertical, segment and reaction ability. Cosmetic industry in our country from foreign cosmetics manufacturer OEM OEM mode, after 20 years of development, daily chemical products supply chain has developed very mature, this gives rise to protect skin brand very good condition. The current domestic brands products and research and development ability compared with international brands, also has the very big development space. - 前 SKIN is a focus on staying up late to SKIN care segment scene of skincare brand many SKIN care products are branded, lack of product independent research and development ability. Maggie said that THE TOP SKIN all THE products are independent research and development, selection of imported raw materials; Attaches great importance to the products, on product differentiation competition. Team development each sheet is tasted, will be the trend of market size and growth of sheet is tasted, the guest unit price distribution, consumer hot search words, function demand and so on the various dimensions of data analysis, and questionnaire survey for hundreds of seed users; Combining the TOP20 competing goods analysis, including visual, pricing, selling point, specification, high praise, bad review, etc; Item development plan formulation. Laboratory development formula by the product development plan. Formula after I finish the stability test, the team will arrange several hundred seeds user testing, and fill in the evaluation feedback; User evaluation praise achieve 80% above, and are willing to recommend to friends, team would like to mass production. And constantly according to the feedback of consumer and market data for optimization. THE TOP SKIN has a strong advantage in THE supply chain end, and imported raw materials ShangRuiShi lonza group and royal Dutch DSM group reached a depth of cooperation. Global lead core raw material supplier for a vitamin of the Dutch royal DSM group. On efficacy and formula research products, and continue to solve the problem of staying up late the skin to develop better products. As a brand new home products, is also relatively close on pricing, the price is in 100 - 300 yuan between. On the target user is focused on the young people of the senior year and graduate three years, age 22 - 27 years old; This age group accounted for the entire stay up more than 60% of young people, at the same time to protect skin has a high requirement, but not limited to income or income is not high. So THE TOP brand of SKIN, THE scene SKIN care product development focus on staying up late. Is committed to be stay up skin better choice. The field of cosmetics and other categories, pay attention to the track hot style logic; That is to say, a brand must have their own item. Maggie told million euro: in the skin care category, health product structure: one is the need to product, the second is the Top3 sku sales accounted for 40% of the brand, the top 10 sku sales accounted for 60% of the brand. Skincare need advantage focus for blasting is tasted, let new hot style, classic hot style. Such as SK - II water gods, the little brown bottle of elegant shi landai follow is a hot style of the underlying logic. This also explains why 2015 p&g group's 41 beauty makeup brand packaging sold to Coty group, SK - with concentrated capital development II core brands, etc. Another estee lauder high-end series of la mer also is according to the logic of hot style to build, in fiscal 2018, la mer net sales break through $1 billion for the first time become the brand's fourth-largest brand in the matrix. The rise of new Chinese brand, on the one hand, the processing from the domestic cosmetics industry supply chain development has very mature, the production of cosmetics products can achieve the high quality and low price; On the brand recognition, on the other hand, the young acceptance of goods is very high, is domestic gold period of rise of a new brand. At present THE TOP team overall younger SKIN, in addition to THE supply chain team, other jobs are mainly after 90, young people can understand more young consumers. The whole team has a great enthusiasm for skin care products industry, love this industry and idea is consistent, even a family member from long distance moved to shenzhen to join the team. In addition to raw materials and formulation, and THE TOP SKIN of THE product visual is extremely seriously. In product packaging design will let the seed users determine product packaging design decisions involved. Such as the forthcoming two paragraphs apply face film, the team made 4 packing style, let the seed users vote, selected the votes higher as finalized. In terms of marketing, mainly through community and new media. Maggie said that THE TOP SKIN and users to create content, attaches great importance to THE user operation. Maggie said, in the era of new media, content marketing is a must do, including HE TOP SKIN also bred in a internal content. Source: Europe
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