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Pien Tze Huang Cosmetics focuses on expanding the freckle removal and whitening category under the guidance of the “Oriental New National Cosmetics” strategy

Pien Tze Huang Cosmetics focuses on expanding the freckle removal and whitening category under the guidance of the “Oriental New National Cosmetics” strategy

This Spring Festival, many people have an additional category in their New Year’s shopping list—domestic beauty products. Major beauty brands have become the “new favorites” of New Year products. New Year’s gift boxes, Year of the Dragon sets… Among the beauty brands that are blooming, domestic beauty products have suddenly emerged and ushered in a highlight moment.

Driven by the “appearance economy”, “Generation Z” has become the main force in the domestic beauty market. Data released by the Research Institute of the Ministry of Commerce shows that the current domestic population of the post-90s and post-00s generations reaches 340 million, becoming the strongest driving force for the rise of domestic beauty products. High “cost-effectiveness” is the “positioning” of “Generation Z” consumers for domestic brands.

Focusing on research and development and focusing on efficacy will be the key to the development and transformation of the domestic beauty industry. At the 2024 Pien Tze Huang | Queen’s Brand Second National Cosmetics Strategy Conference, Pien Tze Huang Cosmetics proposed that it hopes to continue to amplify the brand genes in the field of whitening and speak well of China on the basis of 500 years of Pien Tze Huang cultural heritage and “Chinese ingredients” scientific research and innovation. Cultural stories, leading China’s technological beauty.

“National cosmetics gather momentum and lead the growth” 2024 Pien Tze Huang丨Queen Brand’s second national cosmetics strategy conference

Since 2023, Pien Tze Huang Cosmetics has further consolidated the foundation for brand development under the guidance of the “Oriental New National Cosmetics” strategy. According to the brand owner, in 2024, Pien Tze Huang Cosmetics will continue to be guided by the “Oriental New National Cosmetics” strategy, telling Chinese cultural stories and leading China’s technological beauty. The core of the strategy will focus on amplifying the whitening advantages, focusing on super products, deepening brand cultural inheritance and Chinese ingredient innovation, and using scientific research as support to comprehensively enhance brand value. On this basis, we will promote benchmark growth and online and offline synergies, achieve all-round breakthroughs in products, scientific research, channels, and marketing, and establish our position as the leader of national cosmetics brands.

In 2023, Pien Tze Huang Queen brand launches new products Xuanjiao Fucai series and new ginseng cream products

In September 2023, Pien Tze Huang brand Snow Skin Whitening Series completed the packaging iteration upgrade

In recent years, the functional skin care market has experienced explosive growth, and whitening is a high-demand category in China. According to the big data of beauty practice, the demand for whitening and lightening spots has increased rapidly in the past two years. From 2019 to 2021, the attention has soared 9 times.

Pien Tze Huang Cosmetics has been deeply involved in the freckle removal and whitening category for a long time, from the most classic domestic pearl cream in small porcelain bottles to the Snow Skin Whitening Series launched in 2016, and then to the Queen brand whitening and freckle removal cream launched in 2020. Now Pien Tze Huang Cosmetics is selling certified freckle removal and whitening products. , there are as many as 24 types of certified sunscreen products.

In the era of functional skin care, R&D and innovation are still an important barrier to competition in national cosmetics. In order to create high-tech barrier products, Pien Tze Huang Cosmetics has cooperated with a number of universities, hospitals, scientific research institutions, efficacy evaluation institutions, and testing institutions to complete the creation of a scientific research system of “production, academia, research, medicine, and inspection”, and established a scientific research system from R&D to to the ecological mechanism of product innovation to comprehensively enhance product strength. At present, it has built a physiological index testing room, optical imaging testing room, whitening and freckle removal and sun protection testing room and other functional efficacy evaluation laboratories, and continues to promote the application research of Chinese classic herbal skin care and modern skin care technology.

In the mismatched competition of domestic beauty products, Pien Tze Huang Cosmetics anchors the innovation of “Chinese ingredients” and has established a unique competitive advantage. Take the Queen brand as an example. The Xuanjiao Fucai series, a new high-end anti-wrinkle product launched in 2023, adds a variety of precious oriental essence ingredients such as Cordyceps sinensis, ginseng root, purple mushroom, snow lotus and so on; the Queen brand whitening and freckle removal cream that has been best-selling for many years, The ingredients used, such as Matsutake mushroom extract (Matsutake mushroom extract) and Panax notoginseng essence (Panax notoginseng total saponins), are also derived from Oriental rare material extracts. Focusing on “Chinese ingredients” and expanding the freckle removal and whitening category has become the core of Pien Tze Huang cosmetics’ “Light of Domestic Products”.

As the world’s second largest cosmetics market, the scale of my country’s beauty market is growing from hundreds of billions to one trillion yuan. As domestic consumers’ confidence in local products continues to increase, local cosmetics brands are expected to become market-leading brands. According to data released by the Qianzhan Industry Research Institute, China’s cosmetics export volume is expected to exceed US$5.6 billion in 2023, and China’s cosmetics export market will continue to maintain a growth trend. This also means that the international competitiveness of domestic beauty brands continues to improve. (Monsoon)

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