Producer: Quantum Science and Technology Group
Headshot Author: Hasan Albari
Text ***1189 words 1 figure
Estimated reading time: 3 minutes
Recently, Betaine Company went public in China, and once it went public, it became the highest beauty company in China cosmetics industry.
The name Betani seems strange, but in fact it has been entrenched in the domestic market for many years-its sub-brand Winona has just been promoted to the domestic brand TOP1 of Tmall Beauty.
This is a cosmetics research and development company focusing on the concept of "cosmeceuticals". With the research and development concept of "extracting medicinal ingredients from plant raw materials that are harmless to the skin", it has won many invention patents.
Then the question comes. What is "cosmeceutical"?
In fact, the concept of "medicated makeup" existed as early as in ancient China-in Shennong Materia Medica Classic, it was recorded that cosmetics made of Chinese herbal medicines (red jade film, duckweed cream, black face and white prescription, and Sanhua wrinkle-removing liquid). Due to the accumulation of traditional Chinese medicine, the development and utilization of plants by traditional Chinese medicine in China is far ahead in the world, laying the foundation for the birth of modern "cosmeceutical" skin care products.
Different from ordinary cosmetics, cosmeceuticals are less harmful to the skin and have mild ingredients, which are beneficial to the later care of the skin. There are many active ingredients in cosmeceuticals, which can be more targeted at skin problems, treat acne, sterilize and resist bacteria, and effectively solve skin inflammation caused by bacterial infection.
But everyone has different skin types and different requirements for skin care products. Medicinal cosmetics have some corresponding side effects because of their medicinal properties, and long-term abuse is easy to damage the skin barrier. As a result, how to use "cosmeceuticals" correctly is particularly important.
There are three secrets for Betani to beat other cosmeceutical brands:
In March, 221, China put forward in the "Tenth Five-Year Plan" consumption program: launch China brand creation activities, and take the lead in cultivating high-end brands in the fields of cosmetics, clothing and other consumer goods. It also symbolizes the rise of domestic brands and has risen to the national strategic level. According to the Survey of Chinese Skin Status, people's demand for "medical beauty" is gradually expanding, and consumers' awareness of skin care has also driven the consumption of cosmeceuticals and skin care products. Betaine Company has grasped the demand for cosmeceuticals in China market, aiming at "building a healthy skin ecology in China", and is unique among many cosmetic brands.
Betani takes advantage of the natural advantages of Yunnan's geographical conditions and focuses on natural plant components. Compared with the traditional spring water components, the plant components are more targeted and the restoration effect is faster. In the research and development of the team, Betani hired Professor He Li, a famous expert in the field of dermatology, to formulate plant raw materials for Winona, so that the products can be recognized in the professional field of skin care. That is to say, it reduces consumers' concerns and forms differences with other brands.
As early as ten years ago, Betani's founder saw the opportunity of medical beauty projects, quickly occupied offline channels such as domestic hospitals and pharmacies through cooperation with major hospitals, and then followed the popular "e-commerce marketing"-online channels such as Little Red Book and Weibo Marketing to promote them, firmly grasping people's demands and echoing them up and down.
Betani has become the China cosmetics company with the highest A-share market value by virtue of her right time, right place and beating competitors.
But this does not mean that Betani can rest easy. The concept of "cosmeceutical" is controversial. As a targeted cosmeceutical skin care product, are there any side effects in the later period of its use? How to use it is still open to question?
market value first is not the end, but the beginning. Betani still has a long way to go to solve these doubts in consumers' minds.