Skinnos: Customized Raw Materials Will Become Brand's Staple
- Chaileedo Press
- Jan 26, 2023
- 3 min read
Updated: Jan 27, 2023
Jiang Shubo: "Biomimetic chemistry, biological fermentation, synthetic biology and precise targeting regulation are the main directions of future cosmetic R&D."
A year's plan starts with spring, and the industry changes at a fast clip. What new trends will emerge in 2023? Where do the new growth points lie in the market? Based on the upcoming 6th Chinese Cosmetics Trend Conference on February 13, CHAILEEDO interviews the founders and industry personages of 50 + well-known companies at home and abroad to get the cosmetics industry off to a flying start with a fresh view. CHAILEEDO invited Jiang Shubo, person in charge of the Skinnos brand, to share with us the cosmetic trends in China.
CHAILEEDO: What changes within the industry have impressed you over the past year?
Jiang Shubo: The biggest change I feel is uncertainty, such as covid-19, new rules, involution, sales … but every coin has two sides and impermanence is the norm, so a sound mentality matters more.
CHAILEEDO: For 2023, what development plans does your business have to share? What's your future exploration and innovation be like in the beauty industry?
Jiang Shubo: In product planning, we will not follow the tide, which means what most brands are doing now, to repeat development of homogenized multiple series. We will not surpass 15 SKUs (Stock Keeping Unit) on facial care products, because we want to attract and retain customers via "suitability" rather than "quantity". Skinnos has two product lines, the first is the basic care line, namely "Daily Duplex Essence Series", including the released cleanser, essence water, and facial mask. Second is the quick fix line, with targeted products following down the line, such as advanced essence series, anti-aging cream and sunscreen products.
In technology, in addition to strengthening exclusive strategic cooperation with the Swiss Naturalabor ZS laboratory on basic research of barriers, material customization and new product formulations, we are also stepping up a joint development project with the Senescence Innovation Platform of Yangtze Delta Region Institute of Tsinghua University. At the same time, we continuously advance the symbolic item "Daily Duplex Essence", and keep on exploring the core active ingredients screening, target pathway mechanism research and optimization of the carrier transportation system, to promote the scientific practice of precision skincare in China.
In channel layout, this year will witness intensive effort on offline channels for the Skinnos. In addition to the full set of new beauty multi-brands stores such as Zhuangziyue, Yinhe(Silver Box), beauty choice, will also cooperate with vsp.jd.com, Guoda Drugstore system, South-west beauty CS(Customer Satisfaction) channel and other 2000 institutions in the domestic offline beauty industry.
In marketing, this year we have a major product promotion. After the opening of the year, we will launch a "national goods & thriving youth" IP campaign, hoping to spread the brand's energy and value orientation through positivity. For the new-generation consumer brands, the most important thing is not just to provide efficacy, but to create a spiritual connection.
CHAILEEDO: Where do you see the Chinese beauty market's trend going in the year ahead?
Jiang Shubo: The track will turn more "diversified", such as the emerging need for niche products, men's skincare and aesthetic medicine repairing; Scenes will be more "segmented", such as outdoor camping and stay-home emotional healing that will lead to new demands; R&D will be facing more "involution", with customized raw material becoming each brand's staple, so those with a head get to enjoy the dividends.
We see that the main direction of cosmetic research and development is biomimetic chemistry, biological fermentation, synthetic biology and precise targeting regulation. To that end, Skinnos anchors in the "precision skincare" track, and put forward the exclusive "precision skincare" four-quadrant development formula: core ingredient screening, carrier transportation system, formulation design tools, clinical efficacy evaluation, and take the above "precision skincare" paradigm as the R&D guideline. Next, we will base on the scientific logic of the model to solve the key problems of target delivery, active sustained release, transdermal absorption, quantification of efficacy and so on, so as to make truly safe, scientific and effective products.
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