Some people say that product innovation is to create surprises for consumers.
Source | Jumeili
Author | Simin
Consumer:? It's 22. Why do people still think carved lipstick is a new thing?
after all, it's been more than a year since the launch of "Flower Xizi Flower Hidden Star Vault Micro-sculpted Lipstick", which was screened on major social platforms and live video broadcasts of beauty makeup bloggers.
this carved lipstick, which went on the market in April 219, has sold 1 million yuan a month once it was launched, occupying the TOP list of make-up sales all the year round. It can be said that it is a classic case of a lipstick with fire and even the carving process of make-up.
As the first case of three-dimensional texture lipstick in China, this product replicates the ancient carving technology in China, carving flowers on lipstick, and when most of the national makeup works hard on packaging and name, it melts the paste into China elements, opening up a new means of national weathering.
At the beginning of this year, Hua Xizi immediately launched the "Hua Xizi's Relief Makeup Plate with a Hundred Birds Facing the Phoenix", which once again consolidated its brand positioning of "Oriental Makeup" with exquisite carving techniques.
So, in the next six months, we saw all kinds of carved lipsticks, carved blushes and carved eye shadows that were exactly the same or had their own styles .......
The afterglow even lasted until mid-22, and the brand "re-staked" the core selling point of the new product, even though it was no surprise for consumers.
can you tell who is who without looking at the packaging?
In this regard, the head of the "victim" Huaxizi brand said in an interview with Ju Meili: "The carving must be China style, and the carving should be fine enough. Our name is Hua Xizi, so all the techniques related to flowers are things that exist in the soul of our brand. "
The person in charge of Susie Su, who is also a cutting-edge make-up brand, also said in an interview with Ju Meili that carving dragons and painting phoenixes must have brand genetic attributes, and not everyone can copy them, and consumers have already passed the new point.
this kind of behavior of "copying homework" blindly without thinking and following the trend regardless of its own brand positioning and style will really only make the image of the brand in the eyes of consumers more confusing and unable to form profound and clear cognition and association.
Of course, these simple truths, I believe these battle-hardened brand builders must know better than anyone else, but why "do what you know"?
although there is no lack of eagerness and pursuit of short-term interests here, the root cause may be that these brands do not have the ability of independent innovation at present.
As the founder of Jiubian Beauty Cosmetics said in an interview with Ju Meili, "Domestic makeup talents and basic aesthetic education are very scarce, and they will only follow the gourd painting, saying that the fundamental point is the person who leads the product design positioning, and the vision and pattern are still second-and third-rate standards. Traders or leaders still stay in the imitation path of mature and successful products, and are not confident or self-sustaining about innovation and creation. R&D and design need to be laid out in advance. In China, I'm afraid the brands that have the courage to do it, such as Mary Daijia, Hua Xizi and Perfect Diary, can rank in the top three. They are at least consciously and subjectively active. "
In addition, the person in charge of an old domestic make-up brand also believes that domestic make-up is afraid to do high-end or innovation easily because it is "afraid to try and invest, afraid of failure, and afraid that the loss will outweigh the gain". After combing, we can see that whether it is Perfect Diary or domestic make-up brands such as Mary Daijia, the investment in R&D and marketing is huge. Brands are eager to rapidly expand and occupy the market, and most of them choose multi-channel marketing. From Xiaohongshu to Weibo to WeChat WeChat official account, the wave of "planting grass" is behind the burning of RMB. The consequence of this kind of operation is that the sales volume is huge and enviable, the gross profit is weak and chilling, and there is no money to invest in R&D without profit, forming a vicious circle.
Indeed, innovation has always been a difficult and important ability in the process of brand development. When an idea is sold out and recognized by consumers, relevant followers flock to it. "At this time, what we have to fight for is to persist in the user and persist in the road of innovation," said the person in charge of Hua Xizi frankly.
As for how to realize self-innovation of domestic cosmetics, the person in charge of Susie Su said that we can start from the aspects of packaging, content and vision. For example, packaging must be a private model to solve the problems of function and beauty, and it is necessary to tap the real needs of consumers and realize the functional upgrade of make-up packaging materials. Content is planning ability, and make-up needs stories to surround products. Vision is a direct manifestation of brand tonality and differentiation, stimulating transformation and clicking.
fortunately, with the rise of new domestic brands, we are beginning to see that more and more domestic cosmetic brands are already making various innovative attempts and explorations.
For example, CROXX, a dark style makeup brand, recently released the latest Jade Collection, in which the eye shadow tray and blush products, which are the main products this time, are based on pure white porcelain, and the moire and silk chrysanthemum are finely engraved on the product packaging by using the three-dimensional relief process, integrating all sentient beings, compassion and anger, creating a unique artwork.
NONO NOTES Naizi, an anthropomorphic makeup brand, is designed and created with the elements of notebooks, books and stationery as inspiration. Most of the products are paper packaging materials, eye shadow is a travel note, blush is a dessert recipe, eyebrow pencil is an exam answer sheet, and lip glaze is an element of cheese warm drink menu.
the new series of cosmic romance launched by makeup brand Girlcult is inspired by Voyager I launched in 1977. The packaging design of blush ball looks like blush "sitting" in the space capsule, which looks like paste but is actually powder texture.
The brand skill of Xinguofeng Makeup is inspired by the thirteen orphans in Mahjong, and it incorporates many elements such as chicken feet, dice and Hu brand aliases.
the fashionable makeup brand "Floating Fomomy" has successively introduced cigarette case lip glaze and cigarette tube lipstick, among which the disposable cotton swab design of cigarette case lip glaze has won a utility model patent, inspired by iodophor disinfection cotton swab, and when one end is broken, lip dye will be injected into the other end.
......
Perhaps, as the person in charge of Shanghai Chuangyuan R&D Center, a cosmetics foundry, once said at the Jumei Beauty Conference, with the realization and pursuit of self-worth by young people and the demand for efficiency improvement of cost performance and quality of life, TA people's consumption tends to be more and more self-worth realization, self-reward and gifts.
In addition, with the development of mobile Internet, consumers are increasingly dependent on it. Therefore, in the context of market fragmentation (new channels and new market segments), domestic products, cost performance, quick makeup, experience upgrading, personalization and environmental protection have become new concerns of the younger generation of consumers.
therefore, the future trend of cosmetic innovation and research and development is bound to return to consumers, carry out multi-dimensional experience design and comprehensively innovate quality management.