Chinese "See-you-Thursday" Brands ToSummer Launches First Hand Sanitizer

Recently, the Chinese aromatherapy brand ToSummer launched a new product Tarragon Charcoal Hand Sanitizer, claiming to add black charcoal, Tarragon Charcoal extract, and other ingredients, a variety of amino acid table live, taking into account strong cleaning and gentle moisturizing. The official price at its Wechat mini program is $28.2.

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According to CHAILEEDO observation, this is the first time ToSummer launched a hand sanitizer. Officially, ToSummer stated the original idea of making a hand care line came from a trip to Jingdezhen, the home of Chinese porcelain. In the ceramics workshop, the hands of potters make clay, draw billets, fire kilns and glaze daily, resulting in white ceramics. ToSummer found a strong contrast between the delicate elegance of porcelain and the rough hands of the artisans and the simplicity and resilience of both.

With this as inspiration, ToSummer had the intention to launch a hand series, and from the beginning of planning, there was a combination of hand sanitizer and hand cream, and this time, after many experiments and polishing to officially announce the new hand sanitizer, ToSummer also hopes to let customers experience the brand's craftsmanship spirit.

The main ingredients Tarragon Charcoal of the new Tarragon Charcoal Hand Sanitizer is an oriental plant herb. During the process of making fragrance, it was added bitter orange leaf, vetiver to the rich flavor, and the use of a number of European herbal essential oils.

It is worth mentioning that ToSummer sold 1,000 pieces on the first day of its launch, and its iconic products Yi He Jin Gui broke a record of three seconds when its first launch was snatched up. This fragrance is a portrayal of the scent of autumn osmanthus in the north of China. The team of ToSummer move between Beijing and Grasse several times. Finally, the fragrance was produced in the French centuries-old spice workshop in the ancient extraction chamber blend interpretation. In terms of ingredients, the brand also used the new laurel grown in southern China in August regardless of the cost.

It is reported that ToSummer focuses on niche original fragrances with oriental botanical tones, which was officially launched in January 2019. When purchasing ToSummer products, users can choose to customize the products and give the recipient a unique blessing. Few brands choose to do customization because it will cost a lot in terms of labor and materials such as the need for additional custom bottles, custom labels, and then applying the labels by hand to the bottles and then a second label on the outside of the box.

However, for ToSummer, customization gives the fragrance product the additional property of a gift, and the gift is able to spread twice. The recipient has a high chance of posting a Wechat Moment after receiving ToSummer's product. This not only gives warm to the product, adds camaraderie to the content, but also reduces the cost of spreading ToSummer.

According to the official news of ToSummer, new limited products will be published every Thursday at 20:00 (Beijing time). The founder of the brand once responded: We until now have been adopting a strict order process, not assembly line production, but also because of the particularity of fragrance materials. Also, a lot of raw materials need to be ferried from around the world, such as the UK, South Africa, such as the United States, then the material can only be excavated in our studio and complete a series of follow-up work, which is also the reason for our limited sales."

For this marketing approach, some industry professionals believe that it can be regarded as hunger marketing, ToSummer Shenzhen's first store is also limited to 30 units per person. However, it is undeniable that this marketing technique, coupled with the excellent quality of ToSummer's own products, has brought obvious benefits. According to a Chinese research institute, by May 2021, ToSummer's WeChat subscriptions reached a million with 100,000+ loyal users and a 60% repurchase rate. Some media estimated that ToSummer's GMV will be over 100 million($15 million) in 2021 based on the WeChat mini mall alone.

According to Euromonitor forecasts, China's fragrance market size is expected to reach $0.64 billion in 2025, with an annual compound growth rate of about 21.78% from 2021 to 2025. One Chinese research institute combined the development of China's fragrance market in recent years and the Euromonitor forecast from 2021 to 2025, it predicted that in 2026 China's fragrance market size is expected to exceed $5 billion.

The rapid growth of China's fragrance market also does provide broader development opportunities for innovative fragrance brands such as ToSummer, including Scentooze, Plustwo, Youth Beast and many other fragrance brands that have also received capital support.