It is worth mentioning that China has now become the largest market for the SkinCeuticals worldwide. Understanding consumers and focusing on product quality has enabled SkinCeuticals to gain a firm base in the Chinese market.
In 2020, the “black swan” of the COVID 19 caused countless brands to lose, the global skin care industry market size fell by 10.6% year-on-year. Crisis is opportunity and adversity can also breed infinite opportunities and growth space. According to data, the retail sales of cosmetics in China will be $53.176 billion in 2020, up 9.5% year-on-year and the market volume of China’s cosmetics industry is expected to reach $129.5 .3 billion in 2024.
In the billion-level cosmetic market, L’Oreal (China) Co., Ltd. active health cosmetics business unit general manager Ma Lan led the department from the competition to break a new path, its professional scientific skin care brand – SkinCeuticals has become a unexpected winner in the Chinese market to stand out.
“A brand building must see the future trend as well as clear their own advantages.” It is based on the keen observation of the industry, Ma Lan judged that consumers’ focus will surely return to the essential needs of the skin in a scientific way gradually and professional functional skin care will have new opportunity in a new development. The development of SkinCeuticals also proves Ma Lan’s judgment.
The brand founded in 1997 in the United States. It was based on the academic research of Sheldon Pinnell, a professor of dermatology at Duke University, on vitamin C. SkinCeuticals applied the antioxidant originally used only for oral use to the skin and obtained the patented formula of Duke Gold Parameters thus launching a whole set of antioxidant skin care solutions. SkinCeuticals was acquired by L’Oréal Group in 2005 and officially launched in China in 2010.
It is reported that since its entry into China, the performance of SkinCeuticals which focuses on prevention, repair, protection, moisturization and other functional effects has been increasing day by day. It made the niche brand into a big business with its professional products. In the past two years, SkinCeuticals has been recognized by more and more dermatologists and Chinese consumers for its response to Chinese consumers’ escalating demand for skin health.
Official data shows that in first time in 2020 SkinCeuticals opened the Tmall Super Brand Day, its sales successfully exceeded 0.15 billion dollars and won the NO. 1 of Tmall Super Brand Day beauty industry in 2020. The store has sold more than 100,000 units of essence that day, which led the Tmall essence category.
Currently, there are 85 SKUs in SkinCeuticals’ Tmall flagship store. Among them, 8 products such as PHYTO CORRECTIVE, H.A. INTENSIFIER, A.G.E. INTERRUPTER and DISCOLORATION DEFENSE have monthly sales of over 10,000.
“As the cosmetic market continues to develop and upgrade, people’s research into skincare products is gradually becoming more in-depth. The knowledge of skin problem formation is becoming more widespread and Chinese consumers’ purchasing behavior is becoming more rational and quality-seeking.” Wang Minli, General Manager of the SkinCeuticals, has been very optimistic about the continued consumer potential of the Chinese market and is also committed to researching the needs of Chinese consumers.
According to her, SkinCeuticals PHYTO CORRECTIVE has become a star product in the hearts of Chinese consumers, which ranked NO.1 in Essence product in Tmall and multi-channel sales several times. PHYTO CORRECTIVE is a product with plant extracts as the main ingredient, which also confirms the rapidly developing skincare trend in the Chinese market in recent years: the younger Chinese consumers more and more prefers products with plant ingredients and stronger efficacy.
It is worth mentioning that China is now the largest market for the SkinCeuticals worldwide. Speaking about the future development of SkinCeuticals in China, Wang Minli is confident about the brand’s future: “For the Chinese market, SkinCeuticals are always paying attention to consumer needs and changes in skincare trends. In the future, we will also firmly embrace the new generation power of the Chinese market and continue to empower the brand to achieve new leapfrog growth.”
It can be said that the eleven years of development of SkinCeuticals since its entry into China has perfectly matched the whole process of rapid development of functional skincare products. SkinCeuticals has witnessed the growth of the entire functional skincare market and led the emphasis on ingredients in the history of skincare products. The company concerning more on technological investment and professionalism has already made its way into the hearts of countless people. The high-end of skin care products never lies in the “expensive”, but the quality and effect is the important support of reputation.
Understanding consumers and focusing on product quality has enabled SkinCeuticals to gain a firm base in the Chinese market. In addition, this professional and responsible attitude has become a kind of professional spirit that belongs to SkinCeuticals only under the unremitting persistence.