Reporter Wu Ruoyu from our newspaper

With the continuous upgrading of consumer demand and the acceleration of the marketing rhythm, the demand in the skincare market has been further released. The market is attracting emerging brands to join the competition while also driving the iteration and upgrading of products, and new packaging, new products, and new marketing are coming one after another. As a production enterprise in the upstream of cosmetics, how to seize the opportunity in this period and make a difference? Foshan Wanying Cosmetics Co., Ltd. (hereinafter referred to as "Wanying") has given an answer with practical actions.

High-concentration, small-packaging becomes a new trend

In the view of Pan Zhipeng, the general manager of Wanying, in order to be ahead in market competition, enterprises need to have keenness and control in consumer insights and domestic and foreign product research, and also need to adhere to innovation, turn passivity into initiative, bravely step out, actively introduce new categories, and create new consumer demand. 

In modern society, people pursue efficient and green lifestyles, and environmental protection and high efficiency have also become one of the standards for consumers to choose products. Therefore, products with high concentration, strong efficacy, small dosage and innovation are more favored by the market. This is particularly obvious in the skincare market, where various small packaging products present a diverse range of forms, including blisters, ampoules, and single-use packaging. 

This kind of products, with concepts such as "mini", "small portion", "one person's portion", etc., have blown up the market. Compared with traditional cosmetics packaging, they do not take up space, are used up in a short time to avoid waste, and can also meet consumers' demand for high-efficiency products. The products that are currently in the wind have adopted BFS technology, that is, the molding of the container, the filling of the solution, and the sealing of the container are all completed on the same equipment. In addition, the high activity, high purity and high freshness of the ingredients can be completely preserved without adding any preservatives, which has also become a big selling point of the product. 

However, the previous technology of single-use packaging and blisters is mainly used in the production of pharmaceuticals, and there is a certain threshold for ordinary cosmetics enterprises to produce such products. According to the person in charge of the enterprise, blisters need to be isolated from RH, O2 and other pollutants, and single-use packaging must be produced in a sterile environment. Therefore, the hardware requirements for production enterprises are high. Wan Ying Company has a sound quality assurance system and testing facilities, and has obtained the certification of National High-tech Enterprises, which can guarantee the production standards of the above products. Moreover, at present, Wan Ying has a land area of 21,000 square meters and a building area of 40,000 square meters, including a 100,000-level purification area and a modern garden-style factory building of 16,000 square meters. In terms of hardware, Wan Ying has 36 production lines, using advanced production equipment such as fully automatic filling machines and cap tightening machines, and recently upgraded new hardware equipment and software control systems, adding new emulsifiers, 42 5-ton automatic storage tanks, and its flexible supply system, which makes the factory supply chain have a quick response capability, can adapt to orders from different channels, and meet customer needs.

"Efficacy" is the passport of efficacy products.

Novelty and uniqueness are powerful factors that attract consumers, but skincare products are more about efficacy, and it is the actual effect and how many problems it solves that matter. Especially in the past two years, efficacy skincare products have attracted a lot of attention in the cosmetics industry. Whether it is the fierce market competition or the new regulations implemented by the State Drug Administration, there are more specific regulations for human efficacy evaluation tests, and the word "efficacy" has become a key point for domestic enterprises or brands to promote to the outside world.

According to the person in charge of the enterprise, the triple anti-aging mask launched by Wan Ying is supported by three star ingredients, and the anti-aging and whitening work together to effectively solve skin problems for consumers. Among them, the added retinol can promote the production of collagen in the skin, and the molecules such as hydroxybenzoic acid are directly input into the skin base to improve fine lines. The support of ceramides and niacinamides repairs the skin's moisture barrier and inhibits the formation of melanin, reducing skin dullness, brightening skin tone, and can also accelerate cell metabolism, help the synthesis of collagen and keratin, and achieve the purpose of anti-aging.

The sofa-specific wash and care set uses micro-encapsulation technology to help hair penetrate and absorb nutrients from the inside out, double nourishing and repairing.

This product goes through three steps of washing, caring, and nourishing to deeply penetrate the hair cuticle and smooth it out, improving the condition of the hair from the root. Combined with deep-sea active collagen to continuously nourish and soften the hair. Finally, with the triple gentle conditioning essence, condition the hair base and restore the soft texture of the hair. 

Powerful and innovative products can't be separated from Wan Ying's strong background. It is reported that Wan Ying's history can be traced back to 1991, and it is one of the first companies to obtain production许可证 and health许可证 after China implemented the cosmetics license system. In terms of research and development, Wan Ying has four research and development bases, equipped with industry-leading doctoral experts in professional skin care, helping Wan Ying to continuously develop new research and development products and gradually apply for exclusive patents for skin care raw materials. As of now, Wan Ying has 20,000 formulations, more than 40 original patents, and more than 150 new products in 2021. 

Wanying has always been at the forefront of trend innovation, and in 2021, it successively launched a variety of highly innovative categories such as single-use, blisters, ampoules, capsules, dry and wet separated masks, and irregular trial sizes. This year, Wanying will further upgrade its equipment, develop more new product varieties, and create packaging forms that are both novel and trendy, in line with the times. In addition to this, in order to maintain a keen sense of market changes, Wanying also insists on participating in various trade shows and exhibitions, linking more demands through these events and seeking partners. It is reported that Wanying will participate in the 2022 CiE Beauty Innovation Exhibition, the 2022 CBE China Beauty Expo, the 2022 Shenzhen South China International Beauty Expo, and the 2022 SWOP Packaging World (Shanghai) Expo. 

As time goes on, from micro-business to e-commerce to the emergence of short videos and live broadcast channels, in the big picture, intelligent manufacturing is already the trend of the times. Even as an upstream factory, it is necessary to have a keen sense of the market, through flexible innovation, solid production strength, in order to maintain the core competitiveness of the enterprise in the market.