Washing and care products have always been a hot demand segment in recent years and an essential part of the entire beauty market. According to CHAILEEDO data, in 2023, the scale of the washing and care category in the Chinese cosmetics market reached 55.86 billion yuan, a year-on-year growth of 13.3%.
On the one hand, established brands still hold the advantage with their extensive market recognition. On the other hand, a group of new brands, especially domestic ones, are constantly making inroads. The “elimination competition” in the washing and care market has already begun.
During this year’s 618 shopping festival, CHAILEEDO discovered that the emerging washing and care brand, Airy Shampoo, achieved rapid growth and successfully emerged within just one year, securing the top spot on the best-selling list of washing and care sets.
In less than a year, Airy Shampoo has become the top brand in the washing and care category on Douyin (Chinese version of TikTok)!
The washing and care sector in China is experiencing a new turning point.
Looking back at the Chinese washing and care market, it was dominated by international companies for a long time. These international brands had a head start and deeply imprinted their brand awareness among the Chinese people.
However, with the continuous upgrading of consumer demands, the Chinese washing and care market is also moving towards a more refined, high-end, and effective direction. Many Chinese brands are targeting niche markets and leveraging innovative user experiences, formulas, and fragrances to challenge the market positions of international brands.
Industry insiders have stated that the Chinese washing and care industry has entered an era where it is no longer defined by international brands. Chinese brands are now gradually taking a share of the market from international brands, leading the washing and care market into the “Chinese brand” phase.
According to CHAILEEDO data, during this year’s 618 shopping festival, two out of the top three brands in the hair care subcategory on Douyin were Chinese brands. And the brand that ranked first is the emerging Chinese brand, Airy Shampoo, in the washing and care market.
It is reported that within just six months of its launch, Airy Shampoo has successfully topped the charts on Douyin for washing and care sets, scented shampoos, and popularity, taking the number one spot. It has also ranked second on the popularity chart for hair masks, making a strong entry into the washing and care sector.
In the second quarter of 2024, Airy Shampoo has achieved a significant breakthrough in terms of both quantity and quality of its influence, showcasing its strong competitiveness in the washing and care sector.
CHAILEEDO has noticed that as of the 2024 618 shopping festival, the cumulative exposure of the Airy Shampoo brand has exceeded two billion. Airy Shampoo has successfully established an online omni-channel presence, with live-streaming e-commerce platforms as the core, extending its brand influence to numerous e-commerce platforms, creating a diversified channel matrix. At the same time, it has built a matrix of product recommendations on major social media platforms, gaining endorsements from well-known celebrities and influencers, and achieving comprehensive brand value communication. By reaching a wider range of consumers, Airy Shampoo further enhances its market penetration and influence.
With patented ingredients, Airy Shampoo creates technological advantages
For a brand, without product support, product traffic alone is like water without a source or a tree without roots. It cannot sustain long-term brand value. However, Airy Shampoo, which has emerged from the competition in just one year, understands this principle very well.
In fact, since its establishment, Airy Shampoo has upheld the brand philosophy of “long-lasting care, meticulousness,” incorporating long-term and in-depth scalp care into its brand DNA. Based on this, the brand focuses on research and exploration in the field of scalp care.
In terms of ingredient selection, Airy Shampoo has set extremely high standards from the brand’s R&D stage. It only chooses external suppliers of raw materials from China and establishes deep cooperation with them to jointly conduct research and select materials. The goal is to explore highly effective and high-quality hair care ingredients to meet consumers’ demands for high-efficiency and high-quality products.
Taking the flagship product “Lightweight Shampoo” as an example, this product focuses on the current market situation of “oily and flat” hair. Airy Shampoo collaborates with Angel Yeast, the largest yeast company in Asia, and selects a patented ingredient, yeast zinc, known for its excellent oil control effect. This ingredient is extracted and refined using core patented fermentation technology and relies on enzymatic hydrolysis technology. The bio-zinc content reaches 90%, effectively controlling oil while efficiently replenishing essential nutrients for the scalp.
Third-party test results show that after using Airy Shampoo’s Lightweight Shampoo, the effective improvement rate of scalp oiliness reaches 98%. It not only cleanses the hair effectively but also provides consumers with a unique user experience through its excellent sensory feel during use.
Currently, Airy Shampoo has launched a range of personal care products including shampoo, conditioner, and more. In addition to the flagship Lightweight Shampoo, there are also products such as Airy Shampoo Hydrating Conditioner, Airy Shampoo Revitalizing Protein Cream, and Airy Shampoo Fragrance Shower Gel.
For example, Airy Shampoo Hydrating Conditioner utilizes nourishing ingredients such as keratin and seaweed sugar to help consumers rebuild the cuticle barrier of their hair from the scalp, providing rich nutrition and a smooth texture for dry and damaged hair. Airy Shampoo Revitalizing Protein Cream is specially designed to repair soft, split, and easily broken hair. It is enriched with triple keratin and deep-sea sturgeon caviar essence, which, with regular use, enhances hair elasticity and strength, bringing back healthy radiance to the hair.
In addition, Airy Shampoo collaborates with a renowned fragrance company to select natural fragrance essences. This allows consumers to experience a soothing and relaxing atmosphere filled with floral, fruity, and woody scents while cleansing and nourishing their bodies.
For example, Airy Shampoo Fragrance Shower Gel combines refreshing notes of lemon verbena and jasmine, and adds deep undertones of grapefruit, amber, and patchouli, providing consumers with a more layered and immersive fragrance experience.
Opening the Path to Advancement for New Chinese Brands
High-quality products are undoubtedly fundamental, and consumer word-of-mouth and industry recognition are key to a brand’s long-lasting success.
CHAILEEDO has learned that Airy Shampoo has always placed great importance on the consumer experience. Before launching a product, they conduct real consumer tests, which have allowed them to gather a wealth of firsthand feedback, contributing to product optimization. CHAILEEDO found that consumer test reports for Airy Shampoo show that the Lightweight Shampoo visibly improves scalp oil secretion, enhancing hair’s freshness and smoothness.
In addition, Airy Shampoo has received industry recognition on multiple occasions. Their collaborative suppliers have the support of CNAS-accredited laboratories, ensuring the safety of Airy Shampoo products and the brand’s future research and innovation capabilities.
Recently, at the 2024 (11th) Brand Influence Development Conference jointly organized by the “Discover Brands” column group, China International Brand Strategy Research Center of the University of International Business and Economics, Brand Promotion Center of China Enterprise News Group, and the Brand Powerhouse · Independent Brand Selection Project, Airy Shampoo was honored with the “Brand Influence” award. This represents an industry acknowledgment of Airy Shampoo’s innovative and practical capabilities in brand building, and signifies a successful case in the breakthrough of new Chinese hair care brands.
In fact, on major e-commerce platforms, Chinese hair care brands are seeking breakthroughs in research and development, efficacy, pricing, texture, fragrance, and marketing, aiming to seize the market with an aggressive approach. Airy Shampoo has undoubtedly achieved a significant victory in this phase.
However, whether a brand can firmly establish itself in the market and with consumers after traversing the market cycle is the key to the rise of Chinese hair care. From the current perspective, whether it is product development, channel construction, consumer insights, raw material selection, or product research and development, Airy Shampoo is prepared to face the market’s scrutiny. Upholding the brand philosophy of “long-lasting care, meticulousness,” Airy Shampoo will embark on the path of advancement for new Chinese hair care.
