August 16, 2021, Shanghai, China - The Magic brand under the L'Oreal Group held the "Brand 18th Anniversary" and new product media sharing meeting in Shanghai, announcing its official entry into the theater-level skin care market and launching its first product The hospital-level home care set "Meji ??Pore Sauna Cabin" (official product name: Meji Rejuvenating and Brightening Care Mask) is designed to allow more Chinese consumers to enjoy the hospital-level cleansing and care experience at home. The release of this new product line demonstrates that the Magic brand always adheres to consumer demand as the core, and consolidates the "ingredient-based, efficacy-oriented" brand development strategy through innovation specially developed for China, while upgrading the efficacy experience. Sensation is an important initiative for L'Oréal Group in the development of skin care products.
01 Category advancement, entering the blue ocean market of hospital-level skin care
On the occasion of the brand's "18th anniversary coming-of-age ceremony", Meiji launched the first cinema-level home care set "Meijie Pores" "Sauna Cabin" brings Chinese consumers a hospital-level care experience at home. "Meijie Pore Sauna Cabin" adopts L'Oreal's patented technology and the first patch-type mud mask design to create a new facial mask trilogy with "self-heating ampoule skin rejuvenation, sheet mud mask cleansing, and directional cleansing" as the core. It overcomes the problems of blackheads and enlarged pores faced by consumers and restores clear and translucent skin to consumers.
Li Xiaomei, Brand Director of L'Oréal China, said: "As a leader in innovation in the facial mask category in China, Meiji is committed to empowering the brand's entire value chain through technological innovation and providing Chinese consumers with a high-efficiency, all-round skin care experience. , injecting continuous innovation power into China's facial mask category and skin care market. Thanks to the support of L'Oréal Group's strong R&D capabilities and Meiji's long-term spirit of investing in innovation, the brand now has great advantages in conversion ability, customer retention ability, new recruitment ability and Product unit output continues to break records
"Meijie Pore Sauna Cabin" is our first entry into the cinema-level skin care market. Its research and development work is jointly carried out by 5 authoritative scientists and 11 senior R&D personnel. After 15 months of hundreds of experiments, more than 100 consumer feedbacks were combined, and 11 formula optimizations were carried out. We believe that it will further consolidate Meiji’s competitive advantage in the field of high-efficiency skin care, and also explain our success. Firm determination to build an innovative incubator for China’s skin care market. ”
In the post-epidemic era, China’s medical aesthetics market is expanding rapidly, and the proportion of non-surgical light medical aesthetics continues to increase, becoming China’s medical aesthetics industry in the future. The mainstream trend is obvious. According to the "2020 China Medical Beauty Industry Insights White Paper", it is estimated that with the expansion of the medical beauty population, the size of the medical beauty market will reach 311.5 billion yuan by 2023, among which the growth rate of the light medical beauty market will be the highest. Surgical medical aesthetics has become the mainstream of the market.
02 Innovative technology supports and expands the matrix of high-efficiency products
Along the way, Meiji has focused on using technology to create beauty and bring beautiful skin transformation to consumers. Today, the brand has established a new product matrix covering different functions such as moisturizing, whitening, repairing, anti-aging, etc. to meet the increasingly diverse needs of Chinese consumers for high-efficiency skin care.
03 Innovation leads modern Chinese beauty and creates an innovation incubator for the skin care market
Looking back on the past, Meiji has continued to develop in many fields such as digital marketing, channel expansion, sustainable development and category innovation. Here, we set a benchmark for the group and the industry, and convey the power of "Modern C-Beauty" to the market and the world.