The cosmetics giant with an annual sales of 10 billion yuan has officially entered skin care

Recently, M · A · C Meike, a famous cosmetics brand of Estee Lauder Group, officially launched the "high-performance" skin care series.

As a world-renowned professional cosmetics, M · A · C has always focused on the cosmetics field. Before that, only the Prep and Prime series had launched pre makeup milk, set makeup spray, etc. reluctantly related to skin care, and the Lightful C3 series face cleaning and pre makeup water/milk, which were mainly sold in the Asia Pacific region.

However, the above products are more used as "auxiliary roles for makeup" than professional skin care lines.

Does this massive launch of skin care products indicate the ambition of M · A · C and Estee Lauder to increase their skin care?

This new Hyper Real ™ The skin care series is designed to improve the skin and enhance the makeup at the same time, including three products, namely, makeup remover, essence and face cream, which are priced between 340 and 480 yuan.

At present, Hyper Real, a makeup giant ™ Skin care series and "traditional" skin care products have both similarities and differences of interest.

On the one hand, in the promotion of existing products, Hyper Real ™ Skin care products have caught up with the "high efficiency" and "repair" craze in the skin care industry, emphasizing the "high performance" of products.

According to M · A · C, Hyper Real ™ All skin care products are added with precious Japanese peony extract.

Jojoba oil, sunflower seed oil and vitamin E formula are also added to the makeup removal oil. The high-performance formula of essence and face cream is composed of Pro-4 Power Infusion Matrix ™ Provide power, add nicotinamide, hyaluronic acid and ceramide to help skin moisturize, accelerate cell renewal and strengthen skin barrier.

On the other hand, Hyper Real ™ Skin care products show a strong makeup gene, showing a trend of "makeup care integration".

First of all, unlike the makeup brush that consumers are accustomed to, M · A · C also specially launched a special product for applying Hyper Real ™ "Skin care brush" designed for skin care products, developed in cooperation with artists, can make skin care products better absorbed.

Secondly, M · A · C emphasizes that the difference between this series of skin care products and other skin care products is that essence and face cream give priority to the presentation with makeup when creating, and the products are suitable for use as a primer before makeup, and also suitable for skin care at ordinary times.

From January, Hyper Real ™ Skin care products have been purchased in more than 1500 counters and online stores around the world. At present, M · A · C's domestic official website can purchase the above three new products.