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MM COSMETIC SDN BHD
MM COSMETIC SDN BHD
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冻干面膜、安瓶面膜……DIY概念产品为何热度不断?

12-Dec-2019





DIY是“Do It Yourself”的英文缩写,简单来说,就是自己动手。美国阿肯色大学一项研究表明,进行DIY创作,可以缓解工作压力,使人心情愉悦。

 

DIY产品不仅可以增加对产品的了解和信任,还能增添生活乐趣,产生成就感,可谓好处多多。在个性定制化备受推崇的时代,不少品牌抓住了这个机遇,开发了一系列允许消费者自己动手发挥创意的DIY化妆品在市场竞争中抢占先机。

 

雅诗兰黛旗下倩碧的ID活芯乳”,这款产品将经典黄油配方分化为可以根据保湿度有三种不同选择,再依不同肤况选择5种核心活性成分(果酸、当归、乳酸杆菌、牛磺酸和乳清蛋白),这样消费者就可以在15个版本的排列组合中自行定制。
 



面膜品类也想激发消费者想要DIY的动手欲望。韩国Youcel公司推出的“Huderma hyalinum lifting mask”将面膜布与精华液分别包装,一方面可减少防腐剂使用,另一方面增加多层次的产品体验感。



中国市场上也能找到这样的产品。欧莱雅集团在2018年初推出了一款膜液分离的面膜,主打现用鲜注的概念,消费者需要自己动手折叠、挤压才能使面膜和精华液融合,使用前的步骤让人有种自制面膜的错觉。



几乎同一时期,上海家化的佰草集品牌推出了它的固态精华面膜,利用冻干技术将有效成分浓缩,避免了添加防腐剂、色素等。据上海家化称,这款面膜上市10个月零售量达300万片,是个不错的产品创新尝试。



近年美妆市场上流行的安瓶产品,以安瓶形态给消费者一种自己开了封的启用感、归属感和新鲜感,从包装上的创新更多是打造差异性,丰富消费者的使用体验



消费者需求高功效、低刺激、有仪式感的产品想要在竞争激烈的面膜市场杀出重围,开发更具特色、卖点的产品以迎合消费者的需求才是当务之急。

 

“DIY化妆品概念推广产品的美妆品牌们,并非真正的DIY,他们并没有真正让消费者把控配比和深度参与操作,他们只是想给消费者一种动手参与的独特体验感。

 

美业资深研究者表示只有国民科学素养整体提升,法规监管层面更加严格,DIY手作化妆品才能真正大有作为,DIY美妆将长期以小众需求的形态存在,毕竟大部分消费者仍然希望拥有简单方便、现成的护肤解决方案。

 

 
 

DIY概念产品

 
 


 玫瑰美肌冻干面膜 

玫瑰花瓣冻干面膜 + 玫瑰纯露精华

锁住鲜活,“冻”格年轻


 多肽冻干粉组合 

冻→无菌环境下加快低温急冻

干→固体干性粉剂搭配真空安瓶

粉→保存活性护理物质有效

 

玻尿酸水光润颜安瓶原液 

7天:补水---极速渗透,即时补水

14天:修护--丰盈嫩滑,鲜活光采

21天:新生--水润养肤,尽显活

 

 
 
 

END

 
 
 
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