With the gradual maturity of the consumer market in China, the high-end and segmented cosmetics have become an important trend in the industry, and the strong consumer demand for high-end cosmetics has become one of the main driving factors for the performance growth of beauty companies.
A research report released by TF Securities this year pointed out that China is now in the stage of developing from mass make-up to high-end make-up, and there is still much room for professional and high-end make-up in the future. According to the analysis of the report, the market share of high-end cosmetics brands in China has been on the rise since 2006, and it has entered the fast lane of growth since 2015. At the same time, the high-end make-up brands in China are divided. Among the high-end make-up brands, the volume of domestic products is constantly increasing, and it is expected that domestic products will achieve a higher market share in this track in the future.
Kazilan is becoming a practitioner on the road of high-end transformation of domestic products. Kazilan was founded in 2001. Tang Xilong, chairman and president of the group, is also the founder of the brand. Over the past 20 years, Tang Xilong has witnessed the ups and downs of China’s cosmetics market. He has witnessed the influx of international brands around the Millennium and the rise of domestic cosmetics brands in the past five years. In the increasingly complex competitive situation, every enterprise is looking for a suitable road.
"Kazilan has been polishing high-end and above products, which is also our advantage. We will not be a big-name replacement, nor will we blindly pursue a higher unit price. Kazilan’s future goal is to compete with international big names. " Tang Xilong said.
In Tang Xilong’s view, there are two major motivations behind the trend of high-end cosmetics brands. First, from the perspective of the overall environment, China’s consumer market has strong resilience and sufficient potential, with the increase of high-net-worth consumers and new middle-class consumers, and there is great room for growth in the high-end cosmetics market; From the brand point of view, brands pay more and more attention to brand power and pursue long-term and sustainable development.
The iconic product of Kazilan’s high-end development is the first luxurious nourishing lipstick-Qianjin lipstick (gold-plated satin lipstick) released at the end of August this year. According to Tang Xilong’s introduction at the new product launch conference, Kazilan double-core lipstick was first born in 2002, and its original intention of research and development was to increase the maintenance effect for users while ensuring the color fullness of lipstick. In the past 20 years, from wheat protein to collagen, hydrolyzed collagen, to innovative addition of polypeptide essence, Kazilan has been committed to injecting good raw materials and technology into this classic, and has been upgraded for four generations.
"Standing at the important historical moment of the 20th anniversary of double-core lipstick, Kazilan officially launched the world’s first high-luxury nourishing lipstick: Qianjin lipstick. It can be said that this is the champion of lipstick industry, because it combines scientific and technological innovation, functional value, artistic aesthetics and temperament culture, which represents the high standard of China lipstick. " Tang Xilong said.
The birth of Qianjin lipstick is inseparable from Kazilan’s self-demand in scientific and technological innovation. It is reported that Kazilan has made great achievements in the research of lip essence and rejuvenation genes. The peptide extraction technology used in double-core lipstick is accurately found and synthesized in thousands of peptide sequences, which can ensure the high permeability of peptides into lip skin.
"Kazilan’s R&D investment accounts for an increasing proportion of the total investment." Tang Xilong said that in order to establish advantages in research and development and barriers to enterprise development, high investment is necessary. He concluded that innovation and technological upgrading are the important focus of high-end domestic brands. Brands should constantly improve the gold content and originality of scientific research results, realize product differentiation, and move towards the brand’s high added value model.
The strength of the high-end layout of Kazilan Group can not be separated from the accumulation of the self-developed team for nearly 20 years and the strong supply chain building ability of the Group. As early as the establishment of the brand, Kazilan devoted herself to breaking through technical barriers, deciphering the gene of wheat protein rejuvenation, and pioneered the dual-core lipstick driven by technology. Last year, Kazilan added high-tech ingredients such as "anti-age peptide" and "collagen polypeptide" to lip products to promote the continuous upgrading of products.
At the same time, Kazilan also actively integrates with the international community, such as setting up an Italian R&D center, aiming at building an Asia-Europe matrix R&D center, and is committed to providing China consumers with the best cosmetics products in the world. It is reported that next, Kazilan will further set up a research and development center in Japan. In terms of globalization and professional development, Kazilan acquired the Milan show-level makeup brand GLOSSIP, and continued to explore and incubate new brands around the world to form a diversified brand matrix and comprehensively benchmark the international modern makeup group. Kazilan has also carried out exchanges and cooperation with global head suppliers, introduced cutting-edge technologies and raw materials, and continuously accumulated strength for creating unique and ingenious products.
Kazilan is not the only actor in strengthening the investment in scientific research. With the implementation of the Regulations on the Supervision and Administration of Cosmetics and the Measures for the Administration of Cosmetics Registration and Filing in China, and driven by the trend of efficacy skin care and "ingredient party", many domestic beauty brands are consciously strengthening their investment in scientific research to solve the long-standing disadvantages of weak research and development and make more authoritative endorsements for the addition of ingredients in products.
However, it is not enough to enhance the original gold content only by scientific research. On the road of high-end brand transformation, it is equally important to enhance brand value. Tang Xilong believes that local beauty brands can give more aesthetic value and artistic value to products through cooperation and other ways, thus forming the unique advantages of domestic beauty brands.
Kazilan recently released a new product of Qianjin Lipstick, and invited Tiger Pan, the grand slam winner of the three major design awards in the world, as a designer, thus achieving a cross-border cooperation between the beauty circle and the design circle. From the appearance, Kazilan’s luxurious nourishing lipstick is hourglass-shaped, with more than 4,050 cut surfaces, which will present a colorful visual effect under the light. As early as before it was introduced to the market, it had won the patents of appearance and innovation and invention, and won three international awards when competing with many international brands, including one that was known as the "Oscar Award in Packaging Design".
"Through the accidental reconstruction of the hourglass and ice, I hope that the design will show the gold-plated hourglass under the solidification time with deconstruction, showing rich versatility and variability. I am very happy to cooperate with Kazilan to create a lipstick that breaks through stereotypes and has an artistic height, and use it to reflect the most beautiful and confident moment of women in the China era. " Tiger Pan explained his original design intention.
In the design of new lipstick color, Kazilan chose "Shengshi China Red" which is more suitable for Chinese skin color, which is different from the saturated and flamboyant red prevailing in Europe and America. In Tang Xilong’s view, at present, Chinese people have a strong sense of national pride and identity, and the release of the color number "China Red in the Prosperous Age" is just the right time. The birth of this color number originated from Tang Xilong’s observation of the people around him. He found that the mouth red number used by the girls around him was mostly blue and cold red, which was "not suitable for Chinese’s temperament and yellow skin". Consciously as a brand leader of cosmetics in China, he set out to set up a project team, and cooperated with international professional color agency coloro and fashion professional makeup artists. After in-depth consumer research and repeated testing for half a year, Kazilan finally launched this customized color number. Tang Xilong believes that "China Red" is in line with the temperament of women in China. It can better highlight the beauty of women’s internal and external studies in China, and at the same time, it can represent China’s self-confidence and arouse the resonance of Chinese people.
"Kazilan draws inspiration from the profound culture of China, and through product research and development or IP innovation, creates makeup products that can reflect China’s fashion aesthetics. We launched Qianjin Lipstick, featuring the color number’ Shengshi China Red’, hoping to create China’s own’ high luxury nourishing lipstick’ to lead the new trend of China makeup. " Tang Xilong said.
Kazilan’s embrace of China’s traditional culture is closely related to the rising trend of the national tide in recent years. With the life of consumers in China being covered by more excellent China brands, and even occupied in an all-round way, young people’s goodwill towards traditional culture and domestic products has increased rapidly, and the distinctive attitude of domestic brands towards traditional culture can form a positive cycle between consumers and brands, thus further expanding brand performance.
But in any case, after consumers’ freshness of domestic products ebbs, in addition to packaging design and marketing strategy, they will eventually look at the brand from the perspective of products, which puts forward longer-term requirements for domestic brands. Since its establishment, Kazilan has been adhering to the care for women and is committed to bringing continuous beauty and nourishment to consumers, which is itself a long-term upgrading road.
"In the next decade, Kazilan’s strategic deployment will focus on four key words: quality-oriented, brand-based, consumer-centered and multi-brand strategic direction. Adhere to the quality of Kazilan, world manufacturing, Kazilan brand, and world planning, and better meet the more professional and subdivided makeup needs of consumers through diversified brand matrices, while realizing the high-end leap-forward development of the brand. " Tang Xilong concluded.
Reporting/feedback