Abstract: Monster Code will launch its first concealer — Monster Code Blue Eucalyptus Concealer, which contains triple acne-removing ingredients (such as salicylic acid) in addition to eucalyptus globulus extract. Previously, the brand’s blockbuster Copper Peptide Midnight Oil became the Top 1 in the Copper Peptide segment of skin care category on TikTok China and Tmall.
According to CHAILEEDO, it can be seen that Monster Code has always taken the skincare route. The launch of the concealer may show the ambition that Monster Code plans to expand the makeup sector. According to the official disclosure of the product information, in addition to the concealing effect, the concealer has been applied with special ingredients for skin care and acne removing efficacy of the ingredients, which also continues the previous tone of skincare of Monster Code.
It is reported that from September 2020 to August 2021, the sales of facial makeup on Chinese e-commerce platforms Taobao and Tmall reached $3.92 billion. But compared to August 2020, sales of facial makeup declined significantly, down 12.53% year-on-year while the concealer category saw a significant increase in August this year with a year-on-year growth of 42.09%.
In the international brand, NYX multiple shade concealer once became the hot-selling product in China. NYX is a professional makeup brand from the United States of California and was founded in 1999. It has been sold in more than 70 countries and regions across the world with nearly 250 independent retail stores. In the Chinese sharing platform Xiaohongshu, the relevant notes of the product have more than 10,000. It also gained a good reputation among consumers. It is priced at $16.3 on Taobao with monthly sales of 1000 units.
In terms of concealer sales by countries, the top ten countries of origin market share reached 99.89%, of which China contributed 50.24% of the performance ranked first in the countries. It can be seen that users have a certain degree of recognition of the Chinese brand with the representative brands are Mao Ge Ping, Perfect Diary, Judydoll, etc. It is worth noting that the top four countries in the Asian countries accounted for three compared to European and American brands. The same Asian Japanese and South Korean products are more suitable for Asian skin and skin tone. UNNY and The Saem from South Korea and many other popular affordable brands took 23% of the market share. Japan is due to IPSA sales, which successfully achieved a $21.5 million sales performance. The U.S. generated $19.9 million in revenue thanks to NARS. Germany took 6% market share due to the hot sale of kryolan.
It is understood that the product will be officially launched on its official flagship store on Taobao, China’s e-commerce platform on July 4 at 18:00(China Standard Time). The concealer claims to have a nano-sized powder with high coverage and a very ductile texture. The creamy texture can be applied and blended easily. Its main ingredient, eucalyptus globulus extract, is known as the “sapphire of green leaves” and is effective in locking in moisture in extreme environments. Eucalyptus globulus extract has the effect of repairing the skin barrier, promoting the synthesis of ceramides in the skin, regulating the balance of oil in the skin and inhibiting secretion by oil glands.
Founded in 2020, Monster Code has chosen to address the needs of young people for “advanced skincare” by exploring the fundamental problems of skin through the three dimensions of “ingredients, technology and spirit”. The brand has developed its R&D concept as the “MC Skincare Pyramid” following the step-by-step skincare concept of “Protect-Repair-Progress”. It has developed three main product lines inspired by this concept: “Endogenic Protection – First Principle”, “Endogenic Repair – Retracing of the Self”, and “Endogenic Progression – Non-Invasive Conquest”.
At the same time, the brand has joined hands with the U.S. Formulation and Ingredient Conductivity Laboratory to develop formula efficacy. It can develop the conductivity of ingredients to go beyond the stacking of concentrations to better leverage the skincare benefits of active ingredients and products. Currently, the brand has launched products such as Copper Peptide Night Serum, 42 Essence Mist, Energy Oil-control Essence, and 9 Ingredient Cleansing Bubbles.
In fact, few Chinese brands have made products on acne-removing & concealer. This attempt of Monster Code may open up a new category. A search of Xiaohongshu shows that the new product has reaped quite a lot of praise in the KOL community
