Abstract: MEIFUBAO has officially announced actress Hani Kyzy as the brand experience officer. Hani Kyzy performed the dance “Dream of Dunhuang” in the singing and acting show “The Chinese Youth” on iQIYI TV program and gained attention. She has 2.057 million followers on the Chinese social media platform Weibo.
MEIFUBAO collaborated with actor Hani Kyzy to launch a new whitening single product, Whitening-Brightening and Freckle Removal Essence, claiming to add the plant ingredient Glycyrrhiza glabra L. and the patented extraction technology of the Phytogenic System for spot reduction, which can effectively inhibit melanin.
According to the observation from CHAILEEDO, MEIFUBAO, founded by the Huanya Group in 1999, inherits the oriental way of skincare and is inspired by traditional Chinese medicine culture. It extracts plant extracts and integrates modern beauty technology. It adheres to the concept of “balance, regulation and nourishment” to show the natural and healthy beauty of the skin from the inside out. The brand covers categories including sunscreen, whitening, firming, and nourishing focusing on providing a better skin care experience for oriental women. At the 15th Annual Beauty Awards in China, MEIFUBAO was named the “2021 China Beauty Brand of the Year”.
Unlike innovative brands, MEIFUBAO has 23 years of development. It was born in a beautiful province, Yunnan. As the brand concept of “the Oriental Skincare”, it inherits the profound Oriental Skincare and brings consumers an exclusive traditional oriental skincare experience. In 2008, its first Whitening & Sun Block Cream was launched, which also laid the foundation for MEIFUBAO to be the No. 1 in the Chinese sunscreen category for many years. It is reported that from 2013 to 2020, MEIFUBAO was awarded the TOP 1 in China’s cosmetic sunscreen category for 8 consecutive years, and was certified by Euromonitor International as the No. 1 Chinese sunscreen brand in China in 2020. Its Whitening & Sun Block Cream has accumulated sales of more than 48 million units for 13 consecutive years, occupying the first place in the sunscreen category in Tmall for 6 consecutive years.
In the same hometown of MEIFUBAO, there is a brand similar to it, Yunnan Baiyao’s brand Cai Zhi Ji, which also focuses on plant-based ingredients. In its flagship store on the Chinese e-commerce platform Tmall, the top-selling product is Cai Zhi Ji Hydrating Mask, which costs $11.8 and achieves a sales volume of 300,000+ units. And the top selling of MEIFUBAO is MEIFUBAO Whitening & Sun Block Cream, with a price of $11.2 and a total sales volume of 1 million+. From this perspective of that, the two brands have different main categories.
In the international brand, The Ordinary from Deciem is similar in price range to MEIFUBAO and is also focused on raw materials. It is nicknamed the “bucket of raw material” by Chinese consumers because of its high-cost performance. The Ordinary AHA 30%+BHA 2% Peeling Solution costs $14.8 with a sales volume of 700,000+.
As early as 2017, MEIFUBAO started the strategic layout for the young generation and has signed new generation stars such as Zhu Zhengting, Mao Xiaotong, Huang Jingyu, Hu Yitian, etc. In 2021, it even announced Yang Yang as its sunscreen spokesman. In that year, it achieved a total exposure of more than 2 billion times.
In terms of online promotion, MEIFUBAO not only covers traditional e-commerce platforms but also extends to social media platforms where young consumers gather, such as Weibo, WeChat, TikTok China, Kwai, Xiaohongshu, etc., so as to communicate with more young consumers with its “youthful image” and increase exposure and reputation among young customers. In the comments of its sunscreen product, some consumers said that they have been using the product for the past two years, and some also commented that the sunscreen effect is better and easy to absorb. From the above-mentioned comment, MEIFUBAO has accumulated a certain number of loyal fans in the past two years.
From the perspective of offline channels, MEIFUBAO has also placed advertisements on subways, airports, and outdoor screens in four top-tier cities, including Beijing, Shanghai, Guangzhou, and Shenzhen, to achieve super coverage and create overall exposure through online and offline linkage.
Hani Kyzy received attention for her recent participation in “The Chinese Youth”. With this cooperation with actress Hani Kyzy, MEIFUBAO also hopes to convey to consumers the brand’s focus on the values of confidence in Chinese culture, positive spirit, and multi-effect unity