At the age of 24, Meifubao is still moving forward with a younger attitude, striding towards a new future.
On December 8th, Meifubao, a skincare brand under the Uniasia Group that focuses on Chinese ingredients and technology, officially announced supermodel Jennifer as its new brand ambassador. Together, they unveiled the brand’s 24-year masterpiece, the Anti-Gravity Cream, showcasing the charm of Oriental women and Chinese ingredients to the world. This undoubtedly signifies Meifubao’s new starting point and its dedication to showcasing the beauty of the East to the world.
New Brand Ambassador: A Concrete Presentation of Brand Values
The announcement of a new brand ambassador embodies the concrete presentation of brand values and propositions. A brand ambassador represents the brand’s external image and also reflects the long-term development direction of the brand to some extent. Especially for beauty brands, brand ambassadors have become an important choice for showcasing brand values and breaking through marketing barriers. They serve as a connection between the brand and consumers in communication.
So why did Meifubao choose Jennifer?
To understand this, let’s start with the new image of Meifubao. In September of this year, Meifubao, with its 24 years of experience, underwent a comprehensive brand image renewal. The new brand logo, using the initials MFB as its prototype, incorporates them into the icon in an embedded manner, forming a dynamic symbol. The traditional Chinese-style red is used as the main color, blending traditional Chinese aesthetics with modern aesthetics, embracing a more concise, dynamic, and youthful image to appeal to young people.
Undoubtedly, facing an increasingly segmented market environment and more knowledgeable consumers, Meifubao, which empowers Chinese ingredients with technology, has embarked on a new round of brand renewal. Partnering with Jennifer is not only an important step in the brand’s renewal but also a mutual pursuit of brand values.
Jennifer is a supermodel, as well as an actress and dancer. However, despite being in the world of fame and fortune, she has always maintained a serene and ethereal temperament. Beyond the camera, she focuses on being independent, not following trends or blindly conforming. On camera, her gaze is clear and penetrating, exuding a unique Oriental beauty, showcasing her distinct coolness and elegance to the fullest.
In the official announcement TVC, Jennifer confidently moves forward with composed and firm steps, saying, “Moving forward with big steps, not chasing after time. My composure is not influenced by age.” This not only represents Jennifer’s attitude towards life but also reflects the brand temperament of Meifubao.
In fact, in the rapidly evolving skincare industry, new trends emerge every year. However, for over two decades, Meifubao has adhered to the concept of empowering Chinese ingredients with technology, remaining undistracted by trends and firmly committed to creating skincare products that are best suited for East Asian skin. Jennifer’s steadfast focus, composed forward attitude in life, unique Oriental beauty, perfectly align with Meifubao.
It is worth mentioning that apart from the announcement of the brand ambassador, Meifubao has also adopted an innovative communication approach through multiple channels. They teamed up with 18 female bloggers on Xiaohongshu (Little Red Book) to initiate discussions on the topic of “women’s uphill journey.” Starting from the realities of different individuals’ lives, they convey the message that time and age are not obstacles to the future. By staying firm and moving forward with composure, every step is an uphill journey, helping women regain confidence and climb the hills of life. Leveraging social media, Meifubao breaks down the barriers of brand concept communication, starting from consumers’ daily lives and maximizing the brand’s visibility.
It can be said that this announcement of a brand ambassador and the topic discussion are more than just simple brand marketing; they are Meifubao’s way of encouraging all consumers that everyone’s life holds unlimited possibilities. Professionalism is the driving force for their personal advancement and can give them a sense of relaxation and confidence from the inside out. “We hope that every woman can embark on an uphill journey in life, confidently ascend, and meet at the mountaintop.” Meifubao’s brand representative told CHAILEEDO.
Using strength as a fulcrum to precipitate product value
Marketing provides a window for brands to communicate with consumers and helps them convey their brand philosophy and persistence. However, to truly capture consumers, brands also need products that align with their needs, and Meifubao understands this well.
In fact, adhering to the brand’s commitment of “empowering Chinese ingredients with technology,” Meifubao has been exploring how to create an advanced anti-aging series that suits Chinese skin, with clear efficacy and synergistic formula ingredients. In this process, technology and Chinese ingredients are the core barriers that Meifubao must overcome.
The first step in product innovation begins with basic research. Meifubao is rooted in Chinese ingredients and understands the differences between Eastern and Western skin. Compared to Western skin, the stratum corneum of Eastern skin is thinner, and the aggressive “direct attack” approach of chemical ingredients is not suitable. Through research, Meifubao discovered that aging starts at the cellular level, and within the cellular pathways, the NRF2 pathway is key to combating aging.
After extensive exploration, Meifubao decided to find the “key” to solving the key pathway for anti-aging in the Eastern plant “ginseng.” Through efficacy evaluation tests on 182 verified ginsenosides, Meifubao discovered that the rare ginsenoside PRO could directly act on skin cell pathways, improving problems such as loose, sagging, and deflated skin. Moreover, its efficacy is gentle, does not require tolerance development, and is more suitable for Eastern skin with a thinner stratum corneum.
After solving the core ingredient challenge, Meifubao faced the next obstacle of extracting and penetrating the raw materials. According to information from the brand, Meifubao used patented dual-directional fermentation technology, which allowed the rare ginsenoside PRO to exhibit higher levels of efficacy.
However, extracting rare ginsenoside PRO is extremely difficult and cannot be prepared through ordinary processes. When preparing the raw materials, Meifubao used biologically specific enzymatic hydrolysis technology, targeting microorganisms to increase the content of rare ginsenosides in 5-year-old Changbai Mountain ginseng to the enrichment level of century-old fresh ginseng.
Regarding formula penetration, rare ginsenoside PRO has poor solubility in water and oil, making it challenging to apply. To address this, Meifubao used advanced microencapsulation lipid encapsulation technology to accelerate absorption and solve the penetration challenge of rare ginsenoside PRO.
With a foundation in Eastern plant extracts and basic research, Meifubao’s new masterpiece, the Meifubao Anti-Gravity Cream, was born. This cream embodies Meifubao’s brand positioning of “empowering Chinese ingredients with technology” and offers consumers a new scientific anti-aging solution. Data from third-party testing organizations shows that after using the Anti-Gravity Cream for 28 days, skin firmness increased by 27.71%, elasticity by 21.39%, resilience by 25.3%, and repair effects by 27.51%.
As a rejuvenating product, the Meifubao Anti-Gravity Cream has achieved remarkable results in marketing conversion due to its tangible efficacy. Official data shows that within seven days of its release, the cream ranked first in the new anti-wrinkle cream and repair cream categories on Tmall, and sixth in the best-selling anti-wrinkle cream category. During the Double Twelve shopping festival, it topped the popularity charts for anti-wrinkle creams and brand repair lotions on Douyin. In December 2023, it also won the China Good Formula Annual Award for Anti-Wrinkle Firming Cream, achieving outstanding results.
With its technologically upgraded products and a brand-new spokesperson, Meifubao presents itself as a completely new brand. In the future, Meifubao will accompany all users on their journey with a younger attitude, helping them face the pressures of the outside world with healthier and lighter skin, and a more carefree mindset towards the future.
Adhering to a long-term strategy and telling the story of Chinese ingredients to the world
Meifubao has been established for 24 years, and its confidence in making breakthroughs and launching classic products year after year comes from the solid moat built by its parent company, Uniasia Group, in the fields of basic research and raw material development.
CHAILEEDO has learned that Uniasia Group began its exploration in independent research and development over 30 years ago. Up to now, Uniasia has established three major research and development centers in China, Australia, and the United States. It has successfully obtained projects such as high-tech enterprises, the Uniasia Academician Workstation for Guangdong Province, and the Engineering Technology Research Center for Chinese Medicine Daily Chemical Products (Uniasia). These projects have attracted a group of high-end talents in cosmetic research and development.
In addition, Uniasia has also focused on the study of natural plant efficacy materials, cellular biology, and skin microbiota. It has conducted in-depth research on the purity, absorption rate, and effectiveness of Chinese ingredients, empowering Chinese ingredients.
So far, Uniasia has obtained 203 authorized patents, including 127 invention patents and 20 utility model patents. It has won 34 scientific and technological progress awards at all levels, published 119 scientific and technological academic papers, and obtained 40 scientific and technological achievements appraisals (including 2 international leading and 4 international advanced). It currently has 6 high-quality branded high-tech products and has participated in the revision of 25 standards.
It is worth mentioning that Meifubao’s achievements in the field of Chinese plant extracts also stem from Uniasia Group’s accumulation in the independent research and development of raw materials and close cooperation with advantageous suppliers. CHAILEEDO has learned that Uniasia Group has already reserved 122 types of plant-derived raw materials, 42 types of compound plant-derived raw materials, 35 types of microecological raw materials, and a series of innovative raw materials, including the raw material components used in Uniasia Group’s high-quality brands, such as 799 Ganoderma lucidum extract, 204 Aloe vera fermentation liquid, 1543 fennel fermentation product, 615 soapberry fermentation product, and so on.
With the nourishment of Uniasia Group’s research and development achievements, Meifubao can continue to adhere to its long-term brand strategy. With an elegant Oriental charm as its appearance and profound scientific technology as its core, Meifubao will explore more high-quality Chinese ingredients and create more products with technological barriers. It will tell the story of Chinese ingredients from domestic brands to the world.
