618× Father’s Day promotes the market of men’s faces, and domestic skin care Ximuyuan becomes a dark horse.

This year’s Father’s Day is June 18th, which coincides with the promotion of June 18th. For many people, the best way to express "love" should be that buy buy bought it, and so does his love for his father. It is reported that 64.4% of female netizens interviewed are willing to buy Yan value products as gifts for men, which pushes the "male beauty economy" to the focus of this year’s 618.

Recently, the official list of Tmall 618 shows that four hours before the pre-sale of Tmall 618, brands such as L ‘Oré al Men, biotherm, Gillette and Ximuyuan were on the TOP10 of Tmall’s men’s care industry list, among which Ximuyuan ranked first among domestic brands.

Four hours before the pre-sale of 618, Ximuyuan Aurora Black Spruce men’s specialized skin care suit won the first domestic product in the men’s care industry.

As of June 14th, Ximuyuan’s Aurora Black Spruce Men’s Skincare Series, which has been on the market for only six months, surpassed Kiehl’s and L ‘Oreal in the hot list of Tmall’s "Men’s Gift Box" and "Men’s Skin Care Set", ranking first in the men’s skin care industry. As early as more than one month after the launch of Aurora Black Spruce men’s skincare series, Ximuyuan has surpassed L ‘Oré al and biotherm, and also surpassed some cutting-edge brands specializing in men’s products, ranking first in the men’s skincare list.

This is the development trend that the domestic male skin care market has not had in the past ten years, and it also indicates the emergence of new match points. The strong breakthrough of Ximuyuan is closely related to its accurate insight into the underlying logic of men’s skin care track and the scientific and technological strength of intensive cultivation.

Ximuyuan Aurora Black Spruce Men’s Skin Care Series ranks first in Tmall 618 "Men’s Gift Box" and "Men’s Skin Care Set"

On the one hand, Ximuyuan’s product development is based on keen market insight: on the core demand, through in-depth investigation and study of consumers, Ximuyuan found that men tend to be "rational" and "effective" in product selection, and solving skin pain points such as acne, oily skin and redness sensitivity is the main motivation for choosing skin care products. However, in the existing categories on the market, there is a big supply gap for men’s basic nursing categories such as water, milk and cream, which leads some male consumers to flow to "sexless" products or women’s products. At the same time, male consumers are different from female consumers in skin care habits. They generally want to simplify skin care, make quick purchase decisions, and prefer fast and convenient shopping experience.

On the other hand, the continuous construction of scientific research moat has laid a good foundation for a series of explosive products of Ximuyuan. Since its establishment four years ago, Ximuyuan has set up its own laboratory Simpcare Lab, and has also carried out in-depth cooperation with first-class scientific research institutions such as the National Engineering Research Center for Genetically Engineered Drugs, Sanli Huiping Testing Technology Center of Beijing Technology and Business University, and Tsinghua University Pearl River Delta Research Institute, creating a five-dimensional scientific research model, opening up the path from science to clinic, satisfying consumers’ needs with "exquisite formula", polishing product strength and providing consumers with a safe, effective and pleasant product experience.

The research and development cycle of international big-name new products is mostly 3-5 years, but the average development cycle of domestic beauty industry is only 3-4 months, and Ximuyuan’s research and development of men’s series products started as early as 3 years ago, and it took 3 years to launch at the end of 2022, which far exceeded the average development cycle of beauty and skin care industry.

Inhibition of 5&alpha in skin based on the extract of black spruce with aurora; Reductase and reduce excessive sebum secretion, Ximuyuan R&D team added a patented ingredient "MATMARINE" imported from Spain and Simpcare 1609 specially developed by Ximuyuan to the product: the former can refine pores and smooth skin by reducing sebaceous gland cell differentiation; The latter can relieve irritation and solve sensitive problems such as redness, heat, itching and pain by slowing down the excessive activation of TRPV-1 in the nerve.

In order to meet the needs of men’s minimalist skin care to a greater extent, Ximuyuan has also built a [6: 3: 1] cleaning system specially developed for men, which can dredge pores and take away dirt, and at the same time, use a simplified amino acid to balance the formula, prevent the skin from being tight and false red due to excessive cleaning, and solve men’s skin problems in one step.

Relying on the long-term layout of scientific research technology and channel resources, Ximuyuan has become a leader in men’s skin care track in just six months by understanding the needs of men’s consumers and making up the market gap, and achieved "overtaking in corners".

It is reported that the market for men’s grooming has reached nearly 10 billion. According to the White Paper on Tmall Men’s Care in 2023, the market for men’s skin care in China is still expanding, and it is expected to reach more than 20 billion yuan by 2026. With the change of social concept and aesthetic consciousness, more men began to pay attention to their appearance image, and more women began to pay attention to men’s needs in this field, which jointly promoted the cultivation of this market. It is foreseeable that the "other economy" will continue to release its growth potential in the next few years. In this case, it is necessary to have a deep insight into consumer demand, continuously polish product strength, and do a good job in market education and product science popularization at the corresponding stage, and Ximuyuan is obviously one of the strong competitors.