In 2007, Marubi took the lead in challenging the eye care market dominated by international big brands, becoming a pioneer in the Chinese eye cream market.
In the summer of 2024, after several rounds of market changes, who is the current “pioneer”?
According to research data from Frost & Sullivan, looking at three consecutive years from 2021 to 2023 in the Chinese eye care market, Marubi still firmly holds the top spot among Chinese brands and has maintained this leading position for three consecutive years.
It is worth noting that Marubi’s elevation is still ongoing. CHAILEEDO has found that recently Marubi has not only iterated on its flagship product “Multiple Peptide Eye Cream” on the product side but has also embarked on emotional communication starting from the theme “Stand Out, Be More Visible.” By using a new brand ambassador, the young idol Fan Chengcheng, to convey a deeper brand attitude to the opinionated new generation, Marubi has sparked discussions among a wide range of consumers, with the exposure of the series reaching billions.
How has Marubi been able to maintain its leadership in the most challenging anti-aging eye care market?
Challenging the Most Challenging
Twenty-two years ago, when Marubi had just entered the eye care arena and few Chinese brands focused on high-end eye products, Marubi was more like the “first person to eat crabs.”
The reason is actually quite simple. Compared to other facial skin, the skin around the eyes is thinner, more prone to fatigue, more sensitive, and produces less oil. This not only makes the eyes more likely to develop wrinkles earlier but also places higher demands on the formulation of eye products.
A good eye cream must use the safest, gentlest, and most effective formula to address the first signs of fine lines on the face. And what Marubi has been doing for the past 22 years is challenging this most difficult problem.
Today, after 22 years of deep cultivation in the field of eye care, Marubi has gained new scientific insights into eye care. For instance, in their research, Marubi found that the age at which Chinese people begin to show signs of eye aging has advanced to 22 years, with the types of lines increasing as age progresses. According to Marubi’s user surveys and feedback, static tear trough lines are one of the most concerning and difficult-to-fade eye lines for consumers, a pain point that many current eye care products cannot address.
In August of this year, Marubi once again elevated their super hit product “Multiple Peptide Eye Cream,” which has sold over 3 million units. In the second generation of Multiple Peptide Eye Cream, in addition to addressing “panda eyes,” “puffy eyes,” and “tired face,” they have introduced the third generation, Multiple Peptide Eye Cream, along with products like Multiple Peptide Firm Anti-Wrinkles Eye Mask 2.0 and Peptide Firm Essence Eye Mask, forming a comprehensive anti-aging eye care combination.
CHAILEEDO has learned that this Peptide Multiple Peptide Eye Cream 3.0 is a comprehensive upgrade in terms of wrinkle reduction, dark circle lightening, texture, and product design, providing an upgraded solution for tear trough lines caused by aging.
Regarding efficacy ingredients, in response to skin structure voids caused by collagen and elastin loss, Peptide Multiple Peptide Eye Cream 3.0 has optimized its peptide formula by adding new elements such as NF-kB aging factor inhibitors, the globally pioneering structural peptide “Oligopeptide-215,” and the “Yuluo Tripeptide,” which helps soothe expression lines. By intercepting eye problems from different angles, it maximally diminishes tear trough lines and dynamic expression lines.
Additionally, to address the formation of dark circles due to pigmentation or vascular issues, Multiple Peptide Eye Cream 3.0 includes ingredients like Cordyceps, Red Ginger Extract, and Circulation Triterpenes, offering a solution for both problems.
In terms of texture, with the assistance of superconductive micromolecules, water-in-oil technology, and intelligent membrane technology, Multiple Peptide Eye Cream 3.0 has molecules three times smaller than the second generation, providing a smoother and non-greasy feel.
In terms of product design, Multiple Peptide Eye Cream 3.0 features a Marubi-patented black technology microcurrent crystal massage head, which fits the face 360 degrees and provides instant cooling, soothing the eyes. It can also achieve 12,000 vibrations per minute to promote circulation and enhance penetration.
Undoubtedly, Marubi has once again proven its professional position in the eye care market with its product strength.
Stand out and convey the brand attitude
When asked about what kind of enterprise Marubi aims to be, Sun Huaiqing, Chairman and CEO of Marubi Group, once stated in a public interview that while Marubi continues to navigate through market cycles, it must also bring constructive value to society and the industry.
On the product front, Marubi has already achieved this; on the brand front, Marubi is also making progress. In fact, when a brand, beyond its products, starts from the perspective of social responsibility, it ignites a deeper societal spirit, marking the beginning of its journey towards long-termism.
CHAILEEDO has noticed that alongside the launch of new products, Marubi not only announced the young idol Fan Chengcheng as the brand’s new spokesperson but also took this opportunity to release the “Stand Out, Be More Visible” series of attitude videos. These videos pose the question “what do you stand for” to all young people, encouraging them to fearlessly stand out, boldly stepping into the spotlight to show a more independent self.
Moreover, influencers like Zhu Wangwang, starting from their own experiences, encourage every girl to muster the courage to discover their strengths and embrace different perspectives. This topic immediately made it to the top of Weibo’s hot searches, generating an online exposure of 410 million.
To expand the reach of this topic, in addition to online attitude videos, Marubi extended the #Stand Out, Be More Visible# theme offline. They not only set up flash events at the Guiyang Music Festival, engaging over 300,000 attendees, but also placed subway ads and staircase media in six popular cities including Beijing, Shanghai, Guangzhou, Chongqing, Chengdu, and Hangzhou, delivering Marubi’s brand attitude in the most direct manner, reminding everyone to hold onto their inner convictions and passions. Currently, Marubi has achieved an offline reach exceeding 330 million.
The reason why this emotional marketing campaign has sparked such fervent discussion is that Marubi’s proposition resonates with the confusion and uncertainty many young people face today. Marubi merely raises the topic; what truly extends the conversation are the stories of ordinary people from various fields.
CHAILEEDO has discovered that since Marubi introduced the #Stand Out, Be More Visible# topic, on platforms such as Xiaohongshu, Weibo, and Douyin, bloggers with diverse experiences have begun sharing their interpretations of this theme, aiming to encourage friends who have gone through similar experiences to not fear the judgment of others, but confidently walk their own paths.
For instance, some bloggers shared their journey from feeling inferior and only daring to stand at the back in group photos to confidently facing any gaze and speaking boldly. They encourage everyone to gather the courage to step forward and overcome every challenge in life. Other bloggers shared how, as a graduate of an ordinary university with humble family conditions, they slowly built their own life, demonstrating that relying on oneself can also illuminate one’s life.
In this emotional marketing campaign, ordinary individuals, through their authentic growth experiences, continuously enrich and deepen the #Stand Out, Be More Visible# theme, ultimately becoming a significant force that influences young girls’ growth.
From “leading” to “leading,” Marubi never stops
Whether in products or emotions, Marubi seems to be one of the best brands at communicating with consumers. However, to stay ahead in the market for several consecutive years, continuous internal research and development are always the most important.
As of now, Marubi has completed the reserves of more than 80 raw materials and the conversion applications of more than 20 raw materials. They have obtained 534 patents and have successively published 41 academic papers in both Chinese and international academic journals, including 19 SCI international journal articles. For example, the new product this time includes 6 patents, giving it a leading technological advantage in the Chinese eye cream market.
On the production end, Marubi’s 5C center is equipped with a 100,000-level pharmaceutical-grade clean standard GMPC workshop, all of which have passed multiple system certifications such as ISO9001 quality system and ISO14001 environmental system. Currently, the peak daily production reaches 300,000 units, with the capacity to produce billions of products annually. At the same time, Marubi is constructing a second factory with a total area of over 70,000 square meters, which is expected to start production in 2024. This will form the foundation of Marubi’s capacity for the next 10, or even 20 years.
However, this is not the end for Marubi. At present, Marubi is transitioning from being a leader in Chinese brands to being a “pioneer.”
Currently, Marubi has led/participated in the development of 69 standards and has released 53 of them, including 9 national standards, 1 industry standard, and 43 group standards.
In April of this year, the first group standard in China’s eye cream field, “Quality Grading and ‘Pioneer’ Evaluation Requirements for Eye Cream,” was officially implemented. As the proposer and drafter of this group standard, Marubi has demonstrated through its own research and development achievements that it is capable of taking on the role of a “pioneer” in terms of standardization and safety.
In July of this year, Marubi once again took the lead in the industry. Starting from basic eye research, based on 7 years of historical data and 22 years of research and development in eye care, Marubi released the first “White Paper on Chinese Eye Care,” helping Chinese people clearly understand the pain points of eye care and find the most suitable eye care methods more accurately. It can be described as the “encyclopedia” of eye care for the Chinese.
From technology to product efficacy to standard setting, from brand attitude to breaking through communication barriers, as a brand focused on eye care, Marubi’s in-depth exploration in product development, marketing, and brand building has set an example for continuous innovation and maintaining competitiveness in the Chinese market. With years of dedication to the eye cream category, Marubi has always stood at the forefront of the eye cream track, and the competition between Chinese and international brands in the anti-aging market has already begun.
