L'Oreal still leads the Chinese Pro-Xylane market

Abstract: Is there any chance for national brands around the layout of "Pro-Xylane"?

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Recently, CHAILEEDO noticed that L'Oréal Paris has officially launched "20% Concentrated Pro-Xylane PRO" cream, and Yue Sai also announced that it will soon launch the "21% Pro-Xylane Solution" gilt cream. So far, the concentration of Pro-Xylane products in L'Oréal's popular brands and mid-range brands has been increased to more than 20%.

"The battle of Pro-Xylane may usher in the endgame." A number of industry professionals pointed out that such a high concentration of Pro-Xylane used to be more often found in high-end brands such as HR and SkinCeuticals. Now L'Oréal's popular and mid-range brands are improving the concentration of Pro-Xylane, enough to show the current market focus on the competition of Pro-Xylane, which will certainly put pressure on domestic brands.

From the second half of 2019, because of the rumor that L'Oréal's Pro-Xylane patent has expired, many Chinese ingredient dealers and national brands have entered the Pro-Xylane market. According to the data from Beauty Evolution, the filing of goods containing Pro-Xylane ingredients began to surge from June 2019, and in 2019-2020, well-known companies such as Nox Bellcow, Bloomage Biotech and Shandong Freda used Pro-Xylane ingredients or Pro-Xylane-like ingredients when producing products for local brands.

The data further shows that up to now, as many as 16,158 pieces of valid goods with "Pro-Xylane" in the name of the record. Among the national brands, Mignon Maimai and Mixx are both known for their domestic Pro-Xylane creams. It is not difficult to see that since the second half of 2019, local beauty companies have set off a wave of Pro-Xylane craze. Perhaps stemming from the gradual emergence of various products claiming high concentrations of Pro-Xylane in the Chinese market, L'Oréal Group has gradually downgraded Pro-Xylane, which used to be used only in high-end brands, to popular brands L'Oréal Paris and mid-range brand Yue Sai in recent years, and the added concentration of Pro-Xylane in its products has become higher and higher.

CHAILEEDO learned that the current L'Oréal 20 cream is still in the pre-sale stage, the activity price of 519 yuan to buy 50ml to send 52.5ml, Tmall L'Oréal official flagship store booking volume has exceeded 20,000 + pieces. The net rumor is that the pricing of the 50g Yue Sai Gilt Face Cream may be between 600 - 700 yuan($88.71-$103.49). And the current price of 50g of domestic Pro-Xylane face cream is basically between 500 yuan - 600 yuan($73.92-$88.71). Only by this comparison, the price advantage of domestic Pro-Xylane products is no longer obvious.

CHAILEEDO also noted that currently L'Oréal 20 cream has 5200+ notes on Xiaohongshu(RED), and Yue Sai Gilt Face Cream also has 1000+ notes, which shows that the attention of the product is quite high. A senior industry analyst believes that "in many ways, it will cause a descending blow to domestic Pro-Xylane beauty products, and the battle of Pro-Xylane may usher in the endgame."

At present, most of the main domestic Pro-Xylane products are new brands, and the monthly sales of most products in Tmall flagship stores are not more than ten thousand. Although Pro-Xylane is a popular ingredient, and the application of domestic Pro-Xylane has been close to three years, there is still no well-known domestic Pro-Xylane brand.

Yang Yang, general manager of Shanghai Yankai Biotechnology Co., Ltd. said that Pro-Xylane is one of L'Oréal's business cards, and to some extent has been highly bound to L'Oréal, while most of the domestic Pro-Xylane are not long established e-commerce brands, compared to consumers also recognize L'Oréal's Pro-Xylane products.

Leshan Liyuan Technology Co., Ltd. is a more famous domestic Pro-Xylane ingredient supplier in the industry. The company's chief research and development officer Chen Fengzheng told CHAILEEDO that domestic consumers buy L'Oréal products mainly based on the identification of the L'Oréal brand, but there is not much understanding of Pro-Xylane. After the domestic market education about Pro-Xylane in the past two years, consumers' awareness and recognition of Pro-Xylane have gradually increased, and the market of domestic Pro-Xylane ingredients and Pro-Xylane products may usher in new opportunities.