Repair with the power of plants&**
|Poly beauty.
Author|At present, many consumers' demand for shampoo products has advanced from basic cleaning functions to a variety of scalp care effects, and shampoo products with effects such as oil control, fluffiness, repair, and anti-hair loss are more popular with the younger generation, and the shampoo market has entered the era of "efficacy". According to the "2023 National Scalp Health***" released by CBNDATA, "extension of use scenarios, refinement of efficacy, refinement of ingredients and highlighting of emotional value pursuit" have become the four major trends in the current head care market, and many brands have shown their magic powers, trying to win the favor of consumers in this trend.
At the top of the wave, innovation is unbounded", a brand that continues to innovate for consumers has the ability to keep moving forward.
Recently, Jumei found that the Internet celebrity veteran players who have sold 35,000+ bottles with a ** and have been receiving good feedback from consumers on major social platforms——Botanist cleaning and care brand Botanist, insight into the Chinese consumers' demand for "efficacy" and "emotional value".Based on technological breakthroughs, the whole series of products have been innovated and upgradedLaunched a brand new four seriesProtein shampoo.
The upgraded product range of botanistWith "plant repair power" and "plant power" as the two core competitiveness, bringing higher technical value and emotional value to consumers.
In the entire skin care track, effective skin care is undoubtedly the hottest market. Compared with skin care products, consumers are slightly later awakened to the "efficacy" of care products.
However, in recent years, as concepts such as "efficacy" and "ingredients" have taken root in the hearts of the people, the concept of "hair care like skin care" and the necessity of scalp care have also swept the entire care market.
According to relevant displays, in 2023, more than 7 percent of consumers will take ingredients as an important purchase factor for washing and care products, and most consumers have a positive attitude towards adding skin care ingredients to head care products, hoping to better solve scalp problems.
The needs and trends of the market have also promoted the exploration and progress of various cleaning and care brands in technology research and development, the core ingredients added by Botanist in this upgrade"ProteinLock 3D Plant Protein Lock".It is the result of the joint research and development of the brand's international R&D team and the world's leading protein manufacturer, Tri-K.
Scientific studies have found that keratin is the main component of hair, accounting for up to 95%, and keratin will cross-link with each other for bonding. One of the most important differences between healthy and damaged hair is whether there is a loss of keratin and whether the structure is tight and stable.
In daily life, improper combing, cutting, hair drying, sun exposure, perming and dyeing will cause the loss of keratin and structural damage, which will further cause problems such as split ends, static electricity, dryness and frizziness, dullness, fragility and breakage.
ProteinLock is one of the most suitable ingredients for hair restoration. It is reported that this ingredient contains 3 plant hydrolyzed proteins, and its main amino acid composition is close to that of hair keratin, which can automatically identify damaged parts and supplement damaged proteins.
In addition, the cysteine rich in proteinlock hydrolyzed protein and the creatine in the formula can repair the disulfide bonds damaged and broken by dyeing and perming and the amide bonds of damaged hair proteins, preventing protein loss and realizing true protein repair from hair cuticle to hair core. ProteinLock has now been added to Botanist's full range of care upgrades.
As a cleaning and care brand, botanist has always taken plant-based cleaning and care as the core value of the brand, and this product upgrade also continues the brand values"Plant extract, new generation".Unfold. In addition to ProteinLock, the core protein repair ingredient, Botanist has added double botanical extracts to its repair rangeBirch sap and turmeric root extractIt can achieve the effect of scalp maintenance by regulating the scalp microecology.
Among them, birch sap is known as the "forest guard", which contains a variety of nutrients, can help scavenge free radicals, strengthen the scalp barrier, European countries as early as hundreds of years ago, it has been used for shampooing, hair maintenance and even drinking.
Turmeric is also one of the most studied plants in the biomedical field, with 400+ related preclinical trials and 1000+ scientific and technological articles** discussing its antioxidant, anti-inflammatory, wound repair, antibacterial and other properties. In scalp care, turmeric root extract has been shown to care for hair follicles and provide a healthy microenvironment for hair growth.
ProteinLock 3D Plant-Based Protein Lock "Hair Repair", Birch Sap and Turmeric Root Extract Dual Plant Extract Combination "Nourish the Scalp", and finally combine them into the high efficacy of Botanist's Protein Repair Bottle.
Tested by a third-party testing agency, after using the protein repair bottle, hair breakage improved by +1209%, hair gloss +6319%, wet combing resistance -7631%, the cuticle is visibly repaired. After 14 days of use, user satisfaction also showed that it was 100% recognized by users in terms of hair shine, strength, and smoothness.
Considering the current consumers' demand for refined efficacy, Botanist's product upgrade this time not only repairs the series, but also specially launched the fluffy series, the supple series and the bamboo charcoal cleaning seriesEach series is designed to solve different scalp and hair problems, and the combination of plant extracts can solve the corresponding problems.
Among them, the fluffy series is designed for people with soft and greasy scalps. During the development of this product, the research team found that if we only started from the perspective of oil removal, it was impossible to solve the root cause of the problem of flattened and unfilled hair caused by the natural soft hair and low volume.
Therefore, the team found another way to put forward a special fluffy technology system from three levels: tri-volume fluffy ions, full hair (silver hair linden extract), and hair root branches (ginseng root extract), to solve the problem of fine and soft hair one by one, and combined with white willow bark extract with oil control effect, the fluffiness was truly increased by 4655%, oil control increased by 592%。
Among them, the tri-volume fluffy ionic composite with 3 cationic conditioners with different molecular weights can adhere to the surface of the hair strand, increase the hair area through the principle of polar mutual exclusion, create a fluffy air feeling, and visually improve the hair volume; Silver linden extract is rich in active groups of different molecular weights, which can be combined with hair fibers to achieve the effect of fullness and plumpness of hair; Ginseng root extract nourishes the scalp and hair follicles, creating a healthier environment for hair growth.
The practical value of cosmetics is mainly reflected in the efficacy, but from a higher-level perspective, the skin feel, smell, color or packaging of the product, as well as the spiritual value brought by the brand culture, are also a hot spot in the market competition.
There has already been a craze for "emotional skincare" in the skincare industry, and the caregiver industry has also been affected by this trend. Many studies have pointed out that emotional skin care is more reflected in aromatic products, and aromatic substances are transmitted to the cerebral cortex through the olfactory system to produce, influence or regulate emotions.
Aromatic substances are an indispensable part of toiletries and care products"Emotional", "healing".This incision to develop new products is also the focus of botanist's product upgrade.
It is reported that each product of the new series has been added"Double Healing Fragrance".Different from other brands, Botanist's fragrance is a unique double fragrance created in collaboration with TOP fragrance company MANE, with the blessing of Jungle Essence natural extract fragrance technology, and the dual main fragrance is mixed with more than ten kinds of plant aromas, as relaxed and comfortable as being in nature.
Although there are many toiletry products on the market that use ** fragrance as a selling point, there are not many that use dual fragrances and pay attention to their careful design.
According to the brand, each of Botanist's shampoos and conditioners has a unique front, middle and base notes, and the same series of shampoos and conditioners have different dual fragrances, and the fragrances are mixed and matched when the set is used to have a better natural relaxation effect. In addition, during lathering, rinsing, and blow-drying, Botanist shampoos have different scents, rich layers, and have been proven to last up to 48 hours.
Whether it is the core ingredient "ProteinLock 3D Plant Protein Lock" or the unique "Double Plant Healing Fragrance", these details can be seen in the concept of Botanist's ingenuity for products. Behind the brand's product upgrade is the accumulation of botanist's insistence on long-termism.
It is reported that since its inception, Botanist has been committed to selecting active ingredients from natural plants, empowering them into products after research and development, and conveying the plant-based lifestyle it advocates to every household. From the technical value and emotional value brought by this upgrade, it is not difficult to see that the brand has been there for a long time"Plant Power, Modern Technology".on the persistence.
In the selection and research and development of active ingredients, Botanist is supported by a professional international R&D team and the world's leading protein supplier Tri-K and the Hair Laboratory, whose R&D team includes Botanist Jennifer Hirsch and hair, researchers and perfumers from all over the world.
With the continuous efforts of the professional R&D team and the brand, since its birth in 2015, Botanist has continued to provide consumers with innovative products and solutions, and has grown into one of the leading personal care brands in Japan, winning more than 100 awards, and has a good consumer reputation in Japan.
According to the statistics of the brand, itsThe cumulative sales volume of the whole series of products has exceeded 1500 million bottles, setting a record for the No. 1 household shampoo market share in Japan for four consecutive yearsHe has won many awards such as Rakuten Best Cosme 1st place and 2021 Weibo Influential New Consumer Brand.
In the Chinese market, botanist Bei Tianshi** is also very active both online and offline, not only invited Gao Yuanyuan and Fan Chengcheng as celebrity spokespersons, but also actively cooperated with talents to co-create, and once sold 14,000+ sets of washing and sheath sets in a single live broadcast of the head anchor.
It is not uncommon for brands to use botanical ingredients as the selling point of cleaning and care products, but how to break through this red sea is not an easy task, which is not only a test of the product power brought by the power of science and technology, but also an accurate grasp of the changes in the consumer market.
Obviously, botanist has found a right direction, and will continue to bring consumers a better technical experience and emotional experience on the road to the breakthrough of "plant extract", and will eventually usher in a "new life".
Visual Design: Lele.
WeChat typesetting: high.
Editor in charge: wood——2023 Big Value Industry Annual Meeting——
In the rapidly changing 2023 and the intensifying competition, the involution of the big value industry has come to a crossroads of evolution and switching. In this new round of development cycle, it can be said that challenges and opportunities coexist. In this context, what is the evolution path of China's beauty industry? And how to adapt to the switch of technology outlets and smoothly pass through the complex and changeable industrial cycle? In response to the competition in the new era, on December 22-23, the 11th Jumei Conference hosted by Jumei and named by Shangmei Co., Ltd——2023 Evolution and Switching: Big Value Industry Annual ConferenceWe specially invited upstream and downstream cross-border experts in the industry, first-class scientific experts and professional KOLs, etc., to carry out an in-depth understanding of technological evolution and power switching in the era of scientific brands.