Venkele
Today (August 4th), Pellet Group, which has created many "Internet celebrity explosions", launched its first "RiVi Ruiwei", focusing on diversified ingredients, and launched two series of products: hand cream and body lotion.
Ingredient care is popular now. How confident does RiVi have as a novice?
Surface protection level washing becomes a breakthrough.
The nursing market is experiencing an outbreak. According to the consulting data of Ai Media, in 20 19, the e-commerce market of personal toiletries in China reached 196953 million yuan. It is estimated that by the end of 2023, the global personal care e-commerce market sales will reach 654.38+065.438+073.063 billion yuan.
"After gaining insight into the current trend of the care market, Pellet Group conducted long-term and in-depth market research, and conducted product development and production according to market data feedback. RiVi is the first nursing brand of Pellet Group. " Rivibrand told Qingyan.
The care market with a market value of 100 billion yuan has attracted upstream OEM/ODM foundries and brands to join the "killing", but the concept of face care level care proposed by RiVi can be said to be insightful. According to the data released by CBNData, surface nursing care is becoming the breakthrough of the whole nursing market in the Red Sea.
Take the body care market as an example. At present, although the main share of the body care market is still hydrating and moisturizing, it has great potential in whitening, lifting and firming, repairing and antiperspirant. With the increase of consumers' age and pressure, consumers' demand for anti-aging body has greatly increased. Many distributors hope to find a high-value, high-quality anti-aging care product to maintain stability.
It is understood that the launch of the RiVi brand is also an insight into the trend of "skin care". According to the brand introduction, RiVi is the abbreviation of English Rich virtue, which means rich ingredients and diversified care, and the brand positioning is "focusing on pleasing yourself". At the same time, RiVi integrated this concept into the concept of brand rationality, and finally devoted himself to the research and development of surface care products.
At the product level, RiVi has customized three series of hand cream, body lotion and body lotion for consumers around topics such as "love", "pleasure" and "self". According to the brand, the inspiration of these three series comes from the American independent film "Love is in" series, 30 minutes to escape from anxiety in the bathroom, and to discover the true needs of self.
Choose each ingredient carefully.
Now RiVi's presence has undoubtedly added a fire to ingredient care. It is reported that in the choice of ingredients, RiVi advocates diversified combinations, and each product contains a variety of surface protection ingredients.
For example, three products of hand cream, nicknamed "Dawn", "Lazy Afternoon" and "Midnight Arrival", use fruit acid, VC and ceramide respectively. Among them, fruit acid, as a component certified by FDA, has a core frontier position in skin rejuvenation, whitening and anti-aging. VC hand cream can better play the role of anti-oxidation and anti-aging, and improve skin dullness; Ceramide hand cream can intensively repair hand skin. It can be said that the careful selection of the ingredients of the three products has created three textures and tastes of the products, as well as three functions of hydrating, anti-aging and repairing.
According to the brand introduction, the multi-dimensional moisturizing body lotion currently on the market contains nicotinamide, tocopherol, VC, panthenol, Schizosaccharomyces and squalane. The first four core ingredients can effectively fight against skin melanin and improve skin dullness. Schizosaccharomyces can enhance stratum corneum metabolism and inhibit lipid peroxidation; Squalane is a small molecular structure with high permeability and moisturizing power, which can deeply moisturize the skin.
Qing Yan noticed that at present, RiVi hand cream and body lotion related products have entered the Taobao distribution platform, and * * * contains four SKUs. In order to continuously improve the related products of facial care, head care and body care, thus enriching the product matrix.
According to the brand, RiVi will also plan to launch a series of bath lotions in September. This series of shower gel includes multi-dimensional amino acid shower gel for softening skin and multi-dimensional smooth and refreshing shower gel. Multi-dimensional amino acid bath lotion for softening skin adopts cleansing amino acid formula, and its core components include Shuminjia, Centella asiatica, nicotinamide, etc. It can effectively improve the sensitive state of itchy and tight skin and promote the synthesis of collagen. Multi-dimensional refreshing shower gel adopts prebiotics, nicotinamide, tocopherol, VC, etc., which can adjust the balance of skin flora and enhance skin resistance.
At the same time, it is understood that the official flagship store of RiVi Tmall and the flagship store of Xiaohongshu are also about to open.
The next "3 billion GMV" is on the way.
It is understood that RiVi's parent company is Pellet Brand Management Co., Ltd. (hereinafter referred to as "Pellet Group"), which was established on 20 10, and is a new generation cosmetics brand management group that "empowers multi-brand R&D and integrates operations". Since the establishment of 10, Pellet Group has successively built 15 brands including UNNY CLUB Youyi and RNW Wei Ru with a GMV of 3 billion yuan, covering four major fields: makeup, skin care, personal care and fragrance, with sales exceeding 2 billion yuan in 2020.
Drawing lessons from the previous model of building explosive brands, Pellet Group can be said to be familiar with RiVi brand this time.
In terms of research and development, it is understood that as a raw material importer and product production line, Maruko Group has built its own ecological chain of beauty production and research. At present, Maruko Group includes Industry-University-Research United Laboratory and Maruko Academia Sinica, which are respectively associated with COSMAX Cosmeishi, KOLMAR Koma and Koma R&; R&A Cosme Ka Koroma D Center; D center and other world-leading enterprises and laboratories cooperate.
It is reported that the patented components of the products used by RiVi are all cultivated by the Academia Sinica and the world's leading laboratories, added to the products in a scientific proportion, and certified by the world-class environmental working group to ensure the "safety" and "stability" of the final products.
In terms of channels and marketing, RiVi will also integrate the advantages of different platforms, rely on Maruko Group's promotion resources and sales channel resources, launch online in several Amoy stores, cooperate with multiple platforms, and plant grass in online celebrities. According to public information, up to now, there are more than 3,000 Taobao shops that have cooperated with Maruko Group, and there are more than 20,000 online celebrities deeply bound to the company. RiVi brand said that a complete marketing plan has been formulated, and the products have been released on all platforms such as WeChat, Weibo and Xiaohongshu.
Backed by the brand promoter Pellet Group, RiVi with great potential will become a dark horse in the field of ingredient care, contributing to the ingredient field and helping Pellet Group's multi-brand matrix.