Recently, a baby skin care brand featuring "three nots" sold crazy in stores and on Tmall, its product details page prominently says: no silicone oil, no mineral oil, no preservatives.
Coincidently, in the past two years, "non-silicone oil shampoo" has become the hot bun in the hair washing industry. Almost all washing brands have launched "non-silicone oil shampoo", and the price is about 50% higher than the ordinary shampoo. Terminal crazy rob, TV reports, user evaluation, a time "no silicone oil" has become one of the important keywords in the main selling point of shampoo.
Why is "silicon-free" more expensive than "silicon-loaded"? Doesn't adding silicone oil make hair smoother? Add appropriate silicone oil, mineral oil is not more can nourish baby's small face? Can silicone oil and mineral oil cause harm to infant's skin after all?
On this issue, the "three Nots" skincare brand has spent nearly three years continuously polishing its products, and spent a lot of time and energy on the formulation and optimization to ensure the safety of the products.
Because the word "safety" in front of Chinese babies, neither can afford to lose nor allowed to lose!
China's bottom line: Safety
"Baby industry is a high-risk industry, tolerate no product mistakes, before coming in really jittery. But when we launched the brand, we thought very simply: to provide a "simple, easy-to-use and safe" product for our babies." Mr. Luo, the head of Miaofu, a brand owned by Zhejiang Mili Biotechnology Co., LTD., said frankly, but he was not surprised to see his opening on Tmall, JD.com and more than 3,000 baby stores being snapped up in just six months.
As Mr. Luo said, the aftershock of the milk powder crisis has the most direct impact on this consumer market: the most important criterion for users to choose maternal and infant products is safety. In addition, with the emergence of second-child families, the post-90s generation has become the main treasure mothers. Chinese treasure mothers are becoming more cautious and rational in their choice of maternal and infant products other than milk powder: they no longer blindly trust big brands and pursue ingredient safety.
These young treasure mothers, in order not to let the "appearance level" of the baby lost at the "starting line", care for their delicate skin, bubble forum, check ingredients, would rather spend hundreds of yuan, zigzagging, overseas shopping, but also let their children use the safest skin care products.
"Why can't Chinese companies, which already have an international perspective and resources, produce high-quality and safe baby skin care products?" This belief has been incubated countless times in the mind of the founding team of Miaofu.
Finally, in September 2018, Miaofu was put on the market.
Mr. Luo said, "The domestic infant care market, on the one hand, due to increasing consumer demand, on the other hand, the brand concentration is not high, so Chinese companies have left a lot of room for imagination. Although we aspire to be the best in the industry, but do things must be down-to-earth, with quality, safe products to serve some consumers, starting from a small but beautiful brand."
Chinese new classic member: Edelweiss
"With this dream in mind, we positioned Miaofu as a high-quality, safe and high-end brand," the reserved Mr. Luo said.
"But if you take these three to the extreme, you really need to invest very high research and development costs. From formula to production line, packaging and storage, every link needs excellence. From the bottom of my heart, we really want to renew the classic skincare memory of the mothers of the 85's and 90's -- "A bottle of clam oil, from spring to winter", so that Miaofu can become a new classic for children born in the 2000s and 2000s. However, it is really difficult to make a good product at a very low price in this era, which is both our regret and our goal in the future."
Mr. Luo said the new classic, the kind of confidence revealed in the words, because the product has a most special core member, and has a special brilliant name: "Edelweiss".
"Edelweiss" comes from the Alpine mountains at an altitude of more than 3,000 meters, pure and scarce, is the exclusive raw material of Royal DSM. "Edelweiss Moisturizing Milk" is the main star product of Miaofu. In addition to precious and scarce ingredients, "three nots" without silicone oil, mineral oil and preservatives are its main selling points.
When the reporter questioned whether these professional terms could be understood and understood by the treasure mothers, Mr. Luo said that the reporter was overworried, "no silicone oil" has been educated by the market, and the current treasure mothers are mostly half a "scientist", about the quality of the ingredients in front of them can not allow any false, let alone to take them away.
According to Mr. Luo, Miaofu Baby skin care products choose gentler glycerin and butanediol as moisturizing agents, and the whole line of products is jointly developed with the MD Institute of Italy with a 25-year history, adhering to the principle of "10 no additions" : Do not add silicone oil, do not add preservatives, do not add flavor, do not add pigment, do not add mineral mineral grease, do not add hormones, do not add alcohol, do not add heavy metals, do not add antibiotics, do not add animal raw materials, the product safety to the extreme, responsible for the health of the baby, free from the worries of mothers.
Convey the awe of the heart of the enterprise: ingredients full marks
In today's information explosion era, the information asymmetry between products and users is gradually eliminated. Before, users' cognition of skin care products only stayed at the level of brand publicity, and ordinary people could not really understand the ingredients in skin care products. However, with the appearance of skin care ingredient detection software, more and more mothers abandon the "brand-name following" and turn to the "ingredient party", which tests the ingredients of products before purchasing, so as to have a clearer and rational understanding of products.
On "Beauty Practice", a highly authoritative ingredient evaluation agency among young mothers, the safety score of Miaofu's "Edelweiss Lotion" was surprisingly full 5.0.
Some netizens joked: "Miaofu is really enough" Miaofu ". The ingredients in the "Beauty Practice" formula show that the brand is taking care of skin care.
Miaofu product formula is indeed very conscience, "Miaofu Edelweiss moisturizing milk" in the "Edelweiss" ingredient is very precious, because of its unique repair and soothing function, is the major high-end skin care brand's favorite, such as Helena, Dior, Clarins, Lancome and other international brands will be "Edelweiss" used in the whitening and moisturizing repair series, the general price is about 1,000 yuan, But Miaofu "Edelweiss moisturizing milk" price but 100 yuan, "Edelweiss" contains tinder oxalic acid, chlorogenic acid and other derivatives, can help the baby to improve their skin resistance, and Miaofu "Edelweiss" components is not added concept, but solid contains 5% "Edelweiss" components. In addition, Miaofu also launched a 7% "Edelweiss" ingredient "Edelweiss Moisturizing cream" to meet different consumer needs.
Compared with other brands that spend a lot of money on brand promotion, Miaofu's low profile is also a clear current in the baby skin care industry. Miaofu spends more energy and cost on product research and development, product packaging and product upgrading.
"In this way, our company can go longer. The current research and development cycle is long, the product cost is high, these momentum, for the future can accumulate."
"Safety should be the lowest industry standard for maternal and infant products, but now it has become the highest product standard for maternal and infant companies. That's good. It inspires us to be in awe of our customers." Mr. Luo said with great sincerity.
We also hope to have more Miaofu join the baby industry, adult has reached!
