August Data Insight: Who is the king of ingredients in the beauty industry?

According to the DataTouch fingertip insight database in the past month, the overall proportion of plant ingredients is more prominent than chemical ingredients. Consumers prefer mild ingredients with antioxidant, moisturizing and anti-allergic effects such as roses, avocados and marigolds.

Among the many varieties of roses, Damascus rose is the world-recognized top-grade oil rose and the raw material of the world's high-end essential oils and spices. For a long time, Damascus rose has been a "net celebrity" in the skin care industry and is very popular. Lancome Pure Cream, known as the legend of the rose, has recently turned red with the elder sister. This cream suitable for light and mature skin is effective in repairing and anti-aging.

The Bosein ingredients add three kinds of rose extracts: Chiba rose, Damascus rose and hybrid rose. Among them, the Damascus rose essence extracted by supercritical CO2 method preserves the most complete fragrance of the rose, and contains not only fructose and vitamin C. It has powerful hydrating and water-locking functions, and has significant effects on decomposing melanin and brightening skin tone. Roses emit a faint fragrance, which can effectively relieve tension. The composition is mild, and sensitive skin can be used with confidence, and there is no need to worry about aggravating the mask face or appearing allergies during the season. This Lancome pure cream has been evaluated by consumers for its silky texture, moisturizing and easy absorption on the face, and plump skin after use.

Behind the popularity of avocados and marigolds, it was Keyan's victory

Behind the popularity of the ingredients of avocado and marigolds on social media & e-commerce platforms for nearly a month is Keyan's victory. Kiehl's Avocado Moisturizing Eye Cream and Kiehl's Calendula Toner led the two ingredients to rank among the top five popular ingredients with the heat index of 1990 and 1925 respectively.

Kiehl's Avocado Moisturizing Eye Cream is rich in shea butter, avocado oil, and vitamin E. The effect of relieving dry eyes around the eyes is well-known. Moisturizing is the most frequently mentioned praise with a praise rate of close to 70%. From the timeless classic product launched in the 1960s, Kiehl's Calendula Toner is still loved by countless customers. Consumers have expressed recognition on social media for its moisturizing, balancing water-oil effect and refreshing texture. The natural ingredients of calendula have antibacterial and anti-inflammatory effects. It can cleanse and soothe oily skin. It is especially useful for summer masks that are troubled by acne.

Niacinamide brought by big-name single products is more popular with upgraded ingredients

The continued popularity of the chemical ingredient niacinamide is basically brought by the big-name celebrity products, mainly due to the small white and red bottles that Olay has launched since last year, allowing consumers to tightly bind the niacinamide component with the brand image of Olay Together.

As one of the first companies to research and develop nicotinamide, Olay uses Swiss purification technology to maturely purify nicotinamide to 99%. The in-depth research on this ingredient has passed the Japanese drug cosmetics QD level certification. Niacinamide is a derivative of vitamin B3 and is widely used for whitening and reducing melanin production. Its working principle is that it produces a Coenzyme through the biochemical reaction inside the skin, and this coenzyme is necessary for the redox of the skin, so nicotinamide can help the skin cells to complete the redox, so as to achieve whitening and lightening, repairing the barrier, etc. effect.

OLAY light-sensing small white bottle is the main whitening ingredient niacinamide combination, whitening and brightening. The brand-new fifth-generation red bottle ingredient upgrade not only uses 99.7% high-purity nicotinamide, but also adds French pentapeptide. The combination of pentapeptide + nicotinamide helps enhance the skin's natural anti-stress, triples the production of Collagen, +55 % Prevent the loss of collagen

In addition, Olay has always used the 28-day change cycle as one of the communication techniques. In a period full of uncertainty, Olay divides the consumer’s 28-day real experience into four weeks, from DAY1 moisturizing and filling, DAY8 elasticity upgrade, DAY18 diminishing fine lines, DAY28 compacting and shaping, giving consumers a look and expectation The effect presentation time increases the credibility of the product itself.

Domestic brands lead the rapid growth of notoginseng, lactobionic acid and oligopeptides

The three components with the fastest increase in August were notoginseng, lactobionic acid and oligopeptides. Leading the rapid growth of these ingredients are domestic brands. As the leader, HomeFacialPro brought the lactobionic acid stock solution and oligopeptides into flames. The fastest-growing ingredient Panax Notoginseng is behind Winona, who focuses on sensitive skin care, uses a variety of plant ingredients and uses a gentle scientific formula.

Face masks and season changes, solving allergic redness is the biggest consumer demand for skin care. Winona Soothing Moisturizing Red Cream is added with Portulaca oleracea, which has a good effect of soothing sensitivity and alleviating skin irritation. It contains notoginseng, pseudoleaf tree and horse chestnut extract ingredients, which can improve microcirculation and repair Protect the stratum corneum and help repair redness.

The lactobionic acid in HomeFacialPro lactobionic acid stock solution is actually the third-generation upgraded fruit acid. As the third-generation fruit acid, lactobionic acid got rid of the strong irritation of the first-generation fruit acid, and upgraded the second-generation fruit acid's exfoliating effect on the keratin. No matter in terms of fine pores or mildness, the performance of lactobionic acid is very good. However, because fruit acids are generally irritating, HFP laboratory purifies lactobionic acid and mixes it with 2% glucuronide to refine pores while effectively reducing skin irritation.

With annual sales of 100,000+ bottles, it sits firmly among the top 3 "repairing artifacts" in the sales of HFP essence-oligopeptide-1 is added to the oligopeptide stock solution, which can quickly improve skin repairing power, and can effectively relieve seasonal changes and face masks. Allergies and acne. The evaluation of Tmall flagship store is full of praise. Consumers not only praised the improvement of acne and acne marks after use, but the affordable price of 149 yuan per bottle made it an explosive purchase.

How to tell the ingredient story?

Winona of the High Cold Academic School, HFP of Art Hanging

As scientific skin care has become a new consumer trend in the skin care industry. The rise of the "Ingredient Party" has given niche skin care brands with "main ingredient" more opportunities. However, how to use the "component story" that can differentiate and highlight the brand image is the key. Winona and HFP are the brands that have exploded recently, and their two completely different ingredient-based content marketing is worth learning.

1. Winona of the High Cold Academic School

From the period of the epidemic to the present, Winona has emphasized its benchmarking status of "sensitive skin care" through precision marketing, live interaction, and professional image endorsement.

Winona uses patented extraction technology to combine the unique plant extracts of Yunnan Plateau with modern skin care technology to create three ace products that focus on sensitive skin: the soothing and moisturizing special cream + soothing called "Shumin CP" Sensitive moisturizing repair essence, and clear sunscreen lotion.

In April 2020, Winona Institute and the five major industry associations, together with industry associations and well-known medical magazines, held the Sensitive Skin Cloud Summit, and at the same time opened the "Cloud Clinic". In less than a week, there were 2.36 million discussions. After the event Winona and Dingxiang doctors released the scientific guide "Guidelines for Precise Protection of Sensitive Skin".

In addition to strengthening the professional endorsement of the brand, Winona is increasingly focusing on establishing links with users through innovative marketing methods. From July 22nd to 28th, Winona and "Tmall Super Brand Day" (hereinafter referred to as Tmall Super Brand Day) reached a cooperation, not only invited Winona lotion face cream spokesperson Wu Xuanyi, Winona sunscreen product spokesperson Luo Yunxi, etc. Super-traffic stars interacted with users in the airborne live broadcast room, as well as Winona’s product development director and dermatology expert leader, who in turn revealed the secrets of Winona’s product development and answered consumers’ skin problems. In order to highlight the true characteristics of plant ingredients, Nona also invited state banquet chef Lin Shuwei to cook Winona’s star ingredient-Stir-fried Portulaca with thorns fruit oil, teaching consumers to eat beautiful skin while vividly showing To improve the safety of product ingredients.

2. Art hanging HFP

HFP insists on "impressing the skin with ingredients", making good use of artistic and emotional communication methods to capture the hearts of the young "component party". In August 2019, HFP found Noritake, a Japanese illustrator who also used black and white lines as a fixed style, and cooperated with the brand's third anniversary gift box packaging and surroundings. On November 27, HFP released a series of "7 imaginations about ingredients" series of commercials, which vividly expressed the characteristics of 7 ingredients through creative and highly textured pictures and music presentations, such as "niacinamide" Imagine a zebra in the African savannah, "carnosine" is imagined as a Braun gramophone, "ASTAXANTHIN" is placed in the experimental scene, and the display device made of 256 retro digital tubes flashes the outline of the product, etc., through seeing, hearing, and taste Multiple sensations break consumers' inherent understanding of skin care ingredients.

On March 8, 2020, HFP launched a feature film "Girls, Troubles", which tells about the "troubles" of hair, menstrual period, and weight. It encourages women to accept, recognize, and care for themselves, be independent and confident, and convey the values of women’s pleasure. . On World Book Day 2020, HFP and One-Way Space Bookstore organized the "Component Poetry Exhibition" with the theme "Women is a Library", combining hyaluronic acid, oligopeptides, ceramide, astaxanthin and other ingredients with feminine characteristics. Using poems as a carrier to tell the stories of seven female writers, the core ingredients of the product are emphasized through perceptual expression.

As the main ingredient of the cutting-edge beauty brand dark horse, after taking the lead in product sales, Winona and HFP both used methods that suit their own brand characteristics to create content around the ingredients to impress consumers, and form a longer-lasting brand building.