Guide: From cleaning to maintenance, from easy use to beauty, consumers' demand for care products tends to be subdivided and diversified, which also drives more brands to be brave in innovation, thus forming a situation of letting a hundred flowers blossom.
Affected by the special environment, this year's cosmetics industry is destined to be restless, and many beauty categories have undergone obvious changes. However, compared with the rapidly slowing cosmetic consumption, the personal care market has risen against the trend with consumers' attention to cleaning care. According to the TOP list data of Tmall's care list, the monthly sales volume of Ali platform care products exceeded 68.26 million in this year 10, up 58.5% year-on-year.
As the first sub-category of personal care products, shampoo has occupied nearly one-third of the market. In terms of sales volume, the products are mainly concentrated in the price range of 40- 100 yuan, accounting for 53% of the total market sales, and the middle and high-end trend is obvious, gradually bidding farewell to the era of extreme cost performance in 9.9 yuan.
It is in this consumption background that the concept product of "no silicone oil" gradually developed to saturation with the early fire in the market, and the "amino acid" nursing products that focus on nature, gentleness and non-stimulation began to be respected by the new generation of "component party" who pursued quality and health.
Taking advantage of the trend, Hathaway, a new brand of amino acid care launched by Gu Ao, a leading enterprise in the nursing field, has quietly become popular in the past two years.
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Specializing in amino acid composition
Scientific and technological strength casts brand strength
Although it has been in Tmall platform for less than two years, Hathaway brand has accumulated nearly 200,000 fans, and has been selected as "2020 Tmall New Brand" and "2020 Popular Word of Mouth Award" by Pacific Fashion Network. In March of this year, one of its hair creams ranked in the top 3 in the nourishing and repairing list of Tmall Beauty and Hair Care Award.
Hathaway's rapid popularity among consumers is closely related to its brand positioning focusing on amino acid care. According to CBN data consumption survey, due to frequent hair styling and environmental pollution, different degrees of water loss and hair scale damage have become the hair care problems faced by most young consumers.
As we all know, the main component of hair is keratin, which is composed of amino acids. Keenly aware of consumers' general demand for hair care and natural mild ingredients, Hathaway's amino acid R&D team cooperated with the Health College of Guangdong Pharmaceutical University and the scalp and hair innovation laboratory of Jiangnan University to make "amphiphilic" (hydrophilic and lipophilic) amino acid-amino carrier lipid amino acid from European patent applications for LIPACIDE C8G (octanoyl glycine) and LIPACID UG (undecylenoyl glycine).
According to the person in charge of the brand, each bottle contains more than 20 kinds of small molecular amino acids. Hathaway brand adheres to the tearless formula and pursues the essential effect of nursing with a simple attitude, so that more users can experience the beauty of hair, skin and life endowed by professional amino acids.
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Six core functions
Meet the needs of multiple long tails
Different from popular personal care brands, Hathaway has positioned its core audience as new middle-class women from second-and third-tier cities who have a quality pursuit of product ingredients and personal care at the beginning of its establishment. On the one hand, these consumers have received good education, on the other hand, they have formed independent preferences and segmentation needs in their long-term consumption behavior.
According to the characteristics of this group, Hathaway has developed six functional products suitable for four types of hair, which meet the different needs of consumers, such as smooth and silky, soothing and relieving itching, refreshing oil control, refreshing dandruff removal, suppleness and luster, and elastic color protection. Not only that, Hathaway has also introduced four new care products that meet the needs of different hair qualities and different functions, covering the long tail demand as much as possible.
At present, Hathaway's best-selling product is an amino acid shampoo focusing on dandruff removal and itching relief. During the Double Eleven period, the monthly sales volume of Tmall flagship store exceeded 35,000 pieces. In the consumer's purchase feedback, in addition to efficient and substantial product efficacy, its unique delicate texture has also become a popular "planting grass" point.
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Create a global "network sense" brand
Bring consumers "pleasure"
According to the statistics of the Internet data research report, the content social platforms such as Tik Tok, Weibo, Little Red Book, and Bi Li have occupied the top positions in the 18-30 Consumer Day Application List, among which Tik Tok has exceeded 600 million daily active users this year. Obviously, for the cutting-edge brand Hathaway, grasping the head traffic of the traffic platform where the target population is located is to grasp its core user base.
In fact, Hathaway's off-site marketing style is clear. Through the strategic content of planting grass outside the station, the cost of planning, the fancy planting grass in multi-dimensional and multi-scene and the recent upsurge of up playing with accurate users, the brand's "network sense" has been successfully shaped, and it has been jointly promoted by a group of online celebrities, forming a natural word-of-mouth endorsement for the brand and products.
Not only that, according to the person in charge of the brand, Hathaway also appeared in the live broadcast rooms of dozens of star artists such as Lin Yilun, Michelle Ye, Dazuo, Shen Tao and Ji Jie, and through various forms such as sponsoring concerts of popular singers such as BiBi Zhou and placing advertisements in buildings in key cities, with the help of the influence of popular stars, the brand's exposure was further expanded, and finally the global channel coverage of the brand was realized.
It is understood that Hathaway has now settled in 26 key cities across the country offline, and has reached promotion cooperation with more than 30 national and regional key KA stores and department stores. For CS channel, Hathaway has also successively settled in 24 national top 100 stores and regional key chains. In the future, this market territory will continue to expand.