but on September 3th, a piece of news exploded in the beauty industry.
That is the "bankruptcy" of Clarice.
As a beacon of an industry, Clarice's withdrawal from the circle is really worthy of the industry's vigilance.
this shows that in the next few years, leeks will not be so easy to cut.
after all, Clarie made L 'Oré al pay a huge sum of money to be a cheap dad, but it didn't mean that it was gone.
In this issue, let's boldly analyze the reasons why
Clarie, who once dominated the beauty instrument industry and was born in the center of the industrial storm, was the originator of the mountain.
(Pay tribute to the right tour)
In 21, before the beauty instrument industry, a group of science and technology men founded a laboratory called' ‘Pacific Bioscience' in Seattle, USA.
(Pacific Scientific Biology Laboratory, Clarisonic's trademark holder)
These five people are
-CEO David Giulian
-co-founder Robb Akridge
-chemist Ward Harris
-chief inventor of skin care system Ken Pilcher
-mechanical engineer Steve Meginnis. S
Before the establishment of Clarice, they all participated in an electric toothbrush project called "Optiva", which was later acquired by Philips, making Philips the first sonic toothbrush.
when you see this, you may think that this is an entrepreneurial story of a founding team of a technology company cashing out its core technology.
However, when we take a look at the timeline again, we will find that the first reason for Clarie's withdrawal from the circle has long been buried in the brand gene.
In 1987, David Giuliani cooperated with two professors from Washington University to set up GEMTech Company, and developed piezoelectric transducer technology (the core foundation of sound wave).
in 1995, GEMTech became Optiva Corporation；;
In 2, Philips acquired optiva and began to produce sonic electric toothbrushes, which are the Sonicare series that can be bought now.
in the same year, David Giuliani founded Pacific Bioscience with four key members of optiva.
in 24, Pacific Bioscience developed the first sonic cleanser, Clarisonic Mia1
In 211, French beauty giant L'Oreal Pairs acquired Clarisonic.
that is to say, no matter in terms of routine or technology, they have always had only one trick.
and this is also the fundamental reason why Clarie finally withdrew from the circle.
When laymen first hear about Clarie, they are always shocked by the name "the originator of facial cleanser".
but the glory of the past will eventually return to dust.
maybe you will ask, why didn't other companies take over this time?
Then we have to mention the second reason for withdrawing from the circle:
From 27 to 21, the income of Clarisonic increased by 797%, from the annual turnover of $11.7 million to $15 million, and its performance increased tenfold in just three years.
the commercial value is so excellent that it naturally alarmed L 'Oreal and took Clarice into the bag.
in 213, led by l' oré al, Clarice officially entered the China market.
in July 216, the interim results released by l' oré al showed that Clarice lost 234 million euros in the first half of the fiscal year, while the beauty mask, which has been not optimistic, lost 213 million euros in the first half of the fiscal year, which is slightly better than Clarice.
in order to cope with the above difficulties, l' oreal outsourced the production line of Clarice and laid off 12 employees.
a high-quality enterprise is losing money, indicating that the actual profit is evaporating.
however, the performance in the year before the acquisition was still increasing tenfold, and in just five years after the acquisition, it began to lose profits. L 'Oreal Dad, can't you?
in fact, you can't blame dad entirely.
The main reason is that low-priced imitators and big brands at home and abroad have started to set foot in this field. They are eating up market share and the competition is becoming more and more fierce.
The cake table is crowded with brands: foreo, Panasonic, Clinique, Philips, Golden Rice, Xiaomi and so on.
With the popularity of the cleanser by consumers, the market is still increasing, and it seems that the cake is getting bigger and bigger.
However, under the pressure of multi-brands, Clarice, the originator, began to expose its shortcomings.
In terms of online sales, the average price of the top ten cleaners is between 4 and 2 yuan.
The price of Clarisonic usually ranges from 1 to 2 5 yuan, which is higher than the consumption standard of most users.
like electric toothbrushes, Clarie advises users to change the brush head once every three months.
And each brush head costs about 23~29 yuan.
in other words, the price of the brush head replaced in one year is equivalent to a brand-new Clarisonic cleaner.
this requires constantly changing the brush head, which lowers the cost performance again and again.
in fact, from the profit model, this shortcoming of Clarie is the profit growth point. To put it bluntly, it is to make money by repurchasing the brush head.
even when it was announced to shut down, Clarice appealed to users to store more brush heads.
apart from the cost performance, every new product of Clarisonic has no innovation.
during the nine years from the acquisition in 211 to the official closure on September 3, 22,
technology has been constantly updated and iterated.
consumers have more choices in cleansing products, and other cleansing instrument brands have begun to add functional products such as lifting and firming, massage and detoxification, essence introduction, etc. in addition to deep cleaning, so as to seize the market of high-tech and intelligent beauty instruments.
On the other hand, Clarie talks about being new, but it doesn't even have the function of changing colors and increasing vibration intensity. Is this a new product?
take Mia Smart, the last generation beauty instrument, as an example: the whole product includes cleaning brush head, massage brush head and makeup brush head, trying to create a beauty artifact that can be used for face massage and makeup.
the actual kernel is still dominated by sound waves, and there is no innovation.
and this, in fact, is "one move fresh" itself.
It can be seen that in the face of the increasingly mature market and consumers with improved cognition.
Clarisonic, a profit model with a single product line and making money by repurchasing brush heads, finally lost its commercial value.
Actually, in my opinion, whether it's Clarice or foreo, or other beauty instruments. Most consumers often buy it with the mentality of giving it a try and making it fresh. Excited to use them twice, I took the trouble to leave them idle.
So next time, before you rush to chop your hands, you might as well think rationally: Is it necessary to buy? Can you stick to it? Have friends around you bought it? Ask the effect first, and it's best to try it before making a decision.