Chinese Skincare Brand Zhiben Tries for Less Waste in Its Packages
- Chaileedo Press
- Jun 7, 2022
- 4 min read
World Environment Day on June 5 aims to call on more people to focus on environmental protection. Beauty brands also respond that initiatives such as Zhiben, a Chinese skincare brand, launching refillable packs.
World Environment Day, celebrated on June 5, is one of the main mediums through which the United Nations promotes global environmental awareness and raises awareness of and action on environmental issues. Chinese President Xi Jinping made a statement at the general debate of the 76th session of the United Nations General Assembly that China would strive to peak carbon emissions before 2030 and achieve carbon neutrality before 2060.
In response to this call, Chinese beauty companies have released several initiatives such as the EGS report and the establishment of green factories. It is worth noting that the Chinese brand Zhiben has already been working in the field of environmental protection by launching refillable packs.
Zhiben launched refillable packs in September 2021 for its Dermal Defender Series and Soothing Recovery Series. The most complex part of the material in the package is its pump head, which contains many different plastics in addition to the difficulty of disassembly, requiring many additional steps in recycling. The pack also contains metal parts inside that need to be disassembled manually. The replacement set does not contain the pump head, and the use of a replacement core allows the most environmentally unfriendly part of the pump head to be reused. Compared to single-layer vacuum pump bottles, the single-piece refillable set saves at least 35% to 86% of plastic usage.
Moreover, the outer box of the refillable set is made of 100% recycled paper, also known as recycled paper. 100% recycled paper is made from waste paper that is discarded by the general public and is produced through a dozen processes including sorting, purification, and re-pulping so that the newly produced paper does not consume original wood pulp.
The brand Zhiben was founded in 2012 and its parent company is Shanghai Chengmu Bio. Co. Ltd. The brand is one of the first Chinese brands to propose the concept of skin barrier repair and skin micro-ecological flora balance. Zhiben adheres to providing efficient care solutions for weak and healthy skin and always is committed to building efficient products with professionals. The whole line of products focuses on skin barrier repair and apply to a low-irritation formula such as alcohol-free, fragrance-free, and color-free, which has become a brand that people with sensitive skin sought after.
In the product aesthetic, the packaging of Zhiben has always taken a simple and refreshing style. In the beginning stage, the brand was lack of funds to create products so the outer packaging design is very simple. Now that the brand is on the right track, the product style has also been fixed. In order to comply with the natural, healthy concept of the brand, its product packaging is in a solid color and the visual effect is soft. This style also carries over to product advertising with almost no portraits or body parts appearing in the product introduction videos to keep people's attention focused on the product. The special background music, clean visual interface, and product presentation also make followers in the comment section feel the advertisement is graceful.
Research and development innovation has been rooted in the development of Zhiben. After 2015, Zhiben survived the hardships of the initial start-up. After solving the problem of survival, instead of focusing on traffic like brands pursuing capitalization, Zhiben continued to enhance its R&D, opening independent labs in Shanghai and Tianjin and collaborating with Nankai University to develop patents. Hydrotube, which provides antioxidant protection for the skin, Igniarex, which promotes collagen renewal, Exocrinetrater, which has high permeability and stability, and Polycalm, which efficiently inhibits stress activity, are some of the patented ingredients.
In addition, Zhiben is focused on serving consumers, and it provides professional and meticulous services in its flagship store on the Chinese e-commerce platform Tmall, WeChat public account, and Chinese social platform Weibo.
In Zhiben's flagship store on Tmall, consumers can send photos of their skin to customer service. They will determine whether the skin has common skin problems such as raised particles, redness, acne, etc., and then ask customers questions about sleep time, dietary preferences, skin condition before and after women's physiological periods, and frequency.
Based on the consumer's answers, the customer service will give some cleansing and skin care, diet, and medical advice, and will provide this appropriate product line or not recommended to buy this product. This process is not only scientific for the people who buy the products, but also enhances the consumer's good feeling toward the brand.
In its Tmall flagship store, its star product "Soothing Recovery Foam Cleanser 120g" has monthly sales of 400,000+, and "Soothing Recovery Cleansing Balm 100ml" has monthly sales of 200,000+. Its Tmall flagship store has a total of 18 products achieving monthly sales of 10,000 +.
Compared to other brands, Zhiben does not have deep cooperation with influencers or KOLs. It also cooperated with no spokesperson. It has not been shown in any live broadcast. When Zhiben communicated with consumers, it constantly emphasizes that most of the profits were from product innovation, and strict quality control, which bring the image of research and innovation to the user.
In terms of brand development, Zhiben adheres to long-termism and not to be tempted by some short-term interests. The brand is committed to serving consumers, highlighting brand features and carrying forward the brand's advantages.
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