In recent years, it has become increasingly common to see pharmaceutical companies venturing into the cosmetics field. However, at the just concluded 28th China Beauty Expo (CBE) in Shanghai, one pharmaceutical exhibitor stood out among the many participants, becoming a beautiful landscape at the exhibition. Many visitors were attracted by its professionalism and actively approached them to inquire about cooperation.
It is understood that the remarkable exhibitor is Harbin Medisan Pharmaceutical Co., Ltd. (hereinafter referred to as “Medisan”), which was previously the exclusive producer of the main products of Fuerjia.
This Shanghai CBE is not only Medisan’s first public appearance in the cosmetics industry but also an important milestone for its formal entry into the cosmetics field. From a manufacturing company in the past to now emerging with its own brand identity, what makes Medisan exceptional?
First-time exhibitor, Medisan officially announces entry into the beauty and cosmetics industry
According to public information, Medisan, established in 1996, is a high-tech enterprise specializing in the research, development, production, and sale of chemical pharmaceutical formulations. It completed its shareholding system transformation in 2013 and successfully went public on the Shenzhen Stock Exchange in 2017.
As early as 2015, Medisan established a long-term cooperative relationship with the Fuerjia brand, venturing into the medical devices and cosmetics fields. As the exclusive producer of Fuerjia’s main products, Medisan became its second-largest shareholder after Fuerjia went public.
Now, Medisan, which possesses core technologies in the production of face masks and medical dressings, has transitioned from behind-the-scenes contract manufacturing to the forefront.
It is understood that Medisan’s participation in this exhibition mainly showcases three major product categories: functional beverages, medical dressings, and branded face masks. Among them, there are four SKUs of medical dressings, namely medical sodium hyaluronate repair patches (white film/black film) and medical recombinant Type III human collagen repair patches (white film/black film). All four products focus on skin repair functions and are priced between 138 yuan and 198 yuan.
As for Medisan’s foray into the cosmetics industry, its initial “works” consist of six functional face masks that utilize ingredients such as sodium hyaluronate, collagen, astaxanthin, and Centella asiatica extract. These masks target moisturizing, acne treatment, repair, firming, and soothing effects, with each box priced between 138 yuan and 148 yuan.
Medisan views this Shanghai CBE as its starting point in the cosmetics industry, and it has profound considerations behind this decision. The head of Medisan’s Greater Health Division stated, “In fact, our products were ready by the end of last year, but Shanghai CBE, as one of the largest and most authoritative exhibitions in the industry, made us decide to officially announce ‘Medisan is here’ at this event. We also want to convey to the industry our determination and confidence in entering the cosmetics market.”
In the future, the name “Medisan” will not only represent a listed pharmaceutical company but also a beauty and health brand.
Three Core Advantages: “Making Beauty More Reassuring”
In today’s fiercely competitive industry landscape, Medisan’s resolute decision to heavily invest in the beauty and health sector is undoubtedly admirable. However, confidence and determination are just the first steps towards success. What truly sets Medisan apart in the industry are its unique core advantages.
“Medisan, making beauty more reassuring.” This powerful slogan not only encapsulates the essence of Medisan’s products but also represents its core advantage in entering the cosmetics industry. The head of Medisan’s Greater Health Division told CHAILEEDO that they firmly believe that only by truly reassuring consumers can they stand undefeated in the fierce market competition.
According to Medisan, first and foremost, the brand is highly selective in its choice of raw materials. Medisan understands that only by using high-quality ingredients can product quality and effectiveness be ensured, thereby gaining the trust and love of consumers. For example, Medisan’s selected raw materials, such as sodium hyaluronate and recombinant Type III collagen, come from renowned suppliers in the industry. One of the suppliers of sodium hyaluronate is Huaxi Biotech, a company with an excellent reputation in the field of biotechnology, known for its high-quality and high-purity raw materials. The supplier for recombinant Type III collagen is Polygene Biotech, another leading domestic enterprise in the field of raw materials, widely recognized in the market for its innovation capabilities and stable product quality.
At the same time, the membrane materials used in their dressings and face mask products are made of pure natural cotton and imported bamboo charcoal, ensuring high safety and absorbency to guarantee product quality.
Looking at the production environment, Medisan, as a listed company specializing in pharmaceutical production, maintains its pharmaceutical practices in cosmetics production, demonstrating outstanding capabilities and strict management in production, development, and testing. For instance, all the air conditioning and water systems in their workshops meet pharmaceutical-grade standards, and all process water used is injection-grade water, employing cold sterilization technology to ensure quality control throughout the product manufacturing process.
Further investigation by CHAILEEDO reveals that injection-grade water is the highest standard water used in pharmaceutical processes. As one of the leading large infusion production bases in China, Medisan has a unique advantage in using injection-grade water for cosmetics production. Choosing injection-grade water for all products is a reflection of Medisan’s commitment to high product quality and safety.
Technological superiority leads to distinctive products. Leveraging its research and development capabilities, Medisan boldly innovates in product development. Through the careful selection of high-purity raw materials and their characteristics, formulation development and optimization are carried out. Additionally, Medisan’s face mask products specifically designed for sensitive skin have undergone rigorous testing and examination to ensure that consumers can pursue beauty without harming their skin.
It is worth mentioning that in the functional beverage sector, Medisan has successfully leveraged its core advantages from the pharmaceutical field. They have introduced advanced pharmaceutical technology, such as nano-emulsion technology typically used in the manufacture of high-end complex injections, into food production. According to Medisan, this technology allows oil droplets and nutrients to exist in an extremely small (nano-level) and uniform form, significantly enhancing the stability of oil-water nutrition mixtures. The nanoscale particle size results in higher bioavailability and better absorption in the human body while reducing the burden on the intestines.
It can be said that taking advantage of the Shanghai CBE as an opportunity, Medisan has comprehensively applied its technological advantages and production experience from the pharmaceutical and food industries to create a range of high-safety and high-efficiency cosmetics and skincare products, satisfying consumers’ dual needs for beauty and health.
Prepared and Ready
It should be noted that the success experience of any brand in the beauty market is difficult to replicate. When it comes to the brand’s future channel and marketing strategies, Medisan clearly came prepared.
Medisan understands that “building a brand is a risky endeavor.” Therefore, the company conducted thorough market research and planning before launching its cosmetics products, including but not limited to preparing a professional cosmetics sales and R&D team, as well as establishing a sound distributor system and controlling the product pricing system.
It is reported that by the end of this year, Medisan plans to establish a nationwide sales network offline through cooperation with agents and retailers. Online, Medisan insists on letting “professionals do professional work” and will collaborate with e-commerce operators to build an online flagship store and carry out promotional marketing.
It is evident that Medisan’s strategy is not only about introducing products to the market but more importantly, establishing the brand and building trust between the company and consumers. By participating in the Shanghai CBE, Medisan’s cosmetics team took the opportunity to showcase its strength to the outside world. Even without extensive promotion, it successfully attracted attention from online merchants and important distribution partners.
“In fact, when Medisan first signaled its entry into the cosmetics field, many channel operators and agents actively sought cooperation,” said the Medisan team.
It is reported that with the implementation of the initial strategic plan, Medisan will not be limited to developing face mask products but plans to continuously expand and improve its product line, covering more areas of beauty and skincare. “We need to have a clear understanding of our strengths, and define our goals and long-term plans,” said the Medisan team. The unwavering strategic direction not only reflects investment in the long-term development of the company but also promises a future of health and beauty to consumers.
It can be seen that Medisan follows the development trend of the pharmaceutical industry and continually explores new possibilities in the “one body, two wings” (pharmaceuticals + animal health + health) multi-driven development model. By deepening the integration of pharmaceuticals and the broader health industry, Medisan will undoubtedly become an important link between medical care, health, and daily life, contributing to the high-quality development of the domestic beauty industry.
