China's beauty and personal care market has grown from RMB¥305.8 billion to RMB¥458.7 billion between 2015 - 2019, representing a CAGR of 10.7%. The industry is expected to grow up to RMB¥544.8 billion in 2021, representing a CAGR of 8.9% - 15% of the revenue generated from the personal care category. Emerging C-brands with innovative & cutting edge positioning are surfing the market. Only by a few years of establishment, they all have achieved over RMB¥100 Million GMV.
Under the "Appearance Economy" in today's world, how did the emerging personal care brands tackle this double eleven?
「Rocking Zoo 」 摇滚动物园
BRAND HIGHLIGHTS:
Founded in 2019, focusing on different emotional scenarios, ROCKING ZOO commits to creating a brand that fits young people's lifestyles. The hero product "bubble scrub" has been sold over 40,000 units within two months of launch. It was listed in the TOP 10 brands under the body care category in double 11 2020.
2021 DOUBLE 11:
Top 1 for Tmall body scrubs new brands category
Top 1 for Tmall body lotion new brands category
"Avocado Cleansing Cream" participated in Tmall Double 11 for the first time and ranked among the TOP 3 domestic brands
Top 4 of Douyin Emerging brands
Top 2 of Kuaishou Emergi brands
2021 618 FESTIVAL:
From 1st - 15th June, Top sales within the Tmall body scrub category.
Top 1 of the best-selling new brands in body care category.
"Wild Strawberry Scrub" was listed on the Tmall V list and ranked as TOP1 within the category, 310,000 units sold.
MARKETING HIGHLIGHTS:
Focus on the product cap within the body care category. Launched hero products "Bubble Scrub" and "Tea Can Body Lotion".
Continuously fill in the gaps within the care routines, and expand product segments such as body care, lip care, and hand care.
In the early stage, ROCKING ZOO partnered with many KOCs and KOLs to pave the way for brand impressions on social platforms such as Xiaohongshu and Douyin.
Later, increase exposure by collaborating with top KOL Austin Li Jiaqi and other live streamers.
In the current phase, through celebrity endorsement, use the fan effect to further the circle.
「BOP」
BRAND HIGHLIGHTS:
Established in 2019, the oral beauty care brand BOP, two hero products - "Manuka Honey Mouth Spray" and "Portable Mouthwash" reached TOP 1 of the category in two months. The current product line covers mouthwashes, mouth sprays, tooth strips, toothpaste. BOP completed a round B investment of RMB¥100 million in June this year.
2021 DOUBLE 11:
The omnichannel growth exceeds 320%.
TOP 1 in the segment of Tmall oral spray, a year-on-year increase of 200%.
Portable mouthwash increased by 930% year-on-year.
Toothpaste participated in Double 11 for the first time and ranked among the TOP 3 within the category.
2021 618 FESTIVAL:
On the first day of 618 sales, sales exceeded RMB¥4 million, a year-on-year increase of 200%.
1st - 15th June, Tmall's oral freshener category TOP 1.
MARKETING HIGHLIGHTS:
Take the lead in proposing the concept of "oral cosmetics" and launching oral spray to become a trending product in the industry.
Reach consumers faster with the help of short video + new channels
Co-branded with different IPs, such as the classic Manga series Chibi Maruko-chan, pet care brand Cature, etc.
「NYSCPS 」参半
BRAND HIGHLIGHTS:
Founded in 2018, NYSCPS positions as an "oral care research brand". Since its establishment. It has completed seven rounds of financing, with annual sales exceeding RMB¥300 million.
2021 DOUBLE 11:
Tmall mouthwash sub-category TOP 1
2021 618 FESTIVAL:
Total sales were RMB¥36.4 million, a year-on-year increase of 3599%
In June, omnichannel sales exceeded RMB¥100 million.
MARKETING HIGHLIGHTS:
Focus on the prominent promotion of hero products and drive the growth of other products
They were driving content through social media marketing. Official celebrity endorsements are Zhao Lusi and Wang Linkai. Channelling through fans to enhance brand influence
Launched cooperative gift boxes with YESIC, KK cosmetic contact lenses, Mint Health, Netease People, etc. to attract users' attention.
「PINPIONT 」标点
BRAND HIGHLIGHTS:
Established in September 2021, it is a new personal care brand incubated by the cosmetic contact brand MOODY. The brand and marketing team are all from the original group of MOODY, aiming at ingredient skincare. The current product lines are mainly focused on body care.
2021 DOUBLE 11:
The brand went online 57 days, Tmall double 11 first day sales exceeded RMB¥1 million.
On 1st November, the cumulative sales of Ocean Double Tube Body Lotion are 5000+, and the incremental sales of Ocean Hand Cream are 8,500+
MARKETING HIGHLIGHTS:
On 27th October, Zhai Xiaowen, the brand, announced its first celebrity endorsement.
Over 120 million+ accumulative recommendations by celebrities across the network.
Personal care products are jointly developed with doctors of the Chinese Academy of Sciences and dermatologists from the top three hospitals. Dermatologists are served as brand consultants.
SPES 诗裴丝
BRAND HIGHLIGHTS:
Positioned as a domestic brand of functional hair care products, Seasalt Cleansing Hair Cream sold more than 2 million bottles in the first half of the year. It reached the top of the three platforms of Douyin, Tmall, and Xiaohongshu. A month-on-month increase of over 1700%.
2021 DOUBLE 11:
On 20th October, the pre-sale transaction amounted to over RMB¥20 million.
Within 71 minutes into Double 11, the sales had exceeded last year's double 11 overal sales
Within 90 minutes into Double 11, it became TOP 1 for Tmall cutting-edge personal care brand.
Overall, GMV increased by more than ten times year-on-year, Tmall flagship store increased by three times year-on-year, and JD flagship store increased by 12 times year-on-year
MARKETING HIGHLIGHTS:
Promoting only a single hero product through the Douyin short video platform, with the help of celebrity cooperation
Its dry shampoo was selected into the Douyin "Super New Product" program.
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