In the market environment of diverse demands, fierce competition and various categories, facial masks, as a leading skin care category in terms of volume and sales, occupy half of the skin care market by virtue of their powerful advantages of broad functions, portability and affinity. Neither cosmetic factories nor brands can ignore the potential market of facial masks, but the plasticity of facial masks also determines the variability of their trends. How to understand the market and grasp the latest trends has become a topic that cosmetic factories and brands need to think about all the time.

China Cosmetic Trend Salon: Darong Uncovers the Secret of Popular Facial Mask

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On July 7, 2022, Northbell, together with Glaucous Intelligence, held a Chinese cosmetics trend salon with the theme of "Qiqu Film Law Day" in Northbell Hangzhou Branch, focusing on the production, research and marketing of facial masks.

Efficacy is the king, awakening the membrane power

With consumers becoming more mature and the flow dividend weakening, China's cosmetics industry has gradually entered a new era of product driven consumption upgrading, and product strength has become the first priority for enterprises to strengthen their competitiveness. In the face of China's mask market with huge development potential in the future, whether cosmetic ODM enterprises like Northbell or American brands want to seize the new development opportunities of the track, they must launch more innovative mask products to meet the needs of different consumer groups.

At this salon, Ding Lan, the director of Glaucoma Intelligence, brought the Vision of Mask Category Trends in 2022 released by Glaucoma Intelligence and Northbell, and introduced the detailed development trends of mask categories from four aspects: market overview, hot selling mask products, consumer demand, and future development trends. It is worth noting that nearly 70% of consumers pay more attention to "efficacy" when purchasing facial masks. Therefore, under the current market trend, it is easier to lay out effective facial mask product lines to cut into the facial mask race track, and it is easier to create popular products that can quickly emerge.

As the largest comprehensive cosmetics manufacturer and the largest facial mask manufacturer in China, Northbell has always been leading the industry in the production and research of facial masks, and has cultivated many popular facial masks. Strong R&D and manufacturing strength has established a good reputation for Northbell's products, while keen trend insight and efficient production and research system are the keys for Northbell to always stay at the forefront of the industry. In recent years, Northbell has always taken "efficacy" as the key direction of product development and innovation, implemented the concept of "efficacy seeking truth", and on this basis, launched several new products with strong competitiveness in efficacy and use experience, such as innovative membrane materials, pure skin beauty flower research series, freeze-dried facial mask series, to help American brand customers seize the track.

Curious brain cavity decryption membrane mental mechanics

The promotion of Darong's business brought a speech with the theme of "Seeking Truth in Efficacy, Uncovering the Four Big Universes of Popular Facial Mask" on the "Curious Mask Day". In combination with the characteristics of the new functional facial mask of Darong, the methodology of creating popular facial mask of Darong was revealed from four aspects: true efficacy, new technology, new face value and fun.

It seems that "to embrace the new laws and regulations, real and effective is the long-term principle for consumers to buy products." As a recognized head manufacturer in the industry, Northbell has also been practicing this concept with actions. In the newly launched freeze-dried facial mask series, Northbell not only innovated boldly on the membrane cloth and membrane materials of the mask, introduced six innovative membrane materials, including wormwood fiber membrane cloth and flame patterned Centella asiatica membrane cloth, but also used innovative VFD vacuum freeze-drying technology to freeze dry the effective ingredients of the mask into a solid state and store them in the membrane cloth, effectively dormant the high concentration active ingredients, and also played the role of zero addition of essence and preservatives, Reduce the burden on consumers.

The way of "mask method" is that the "efficacy" of the product is the foundation, while "curiosity" is a higher standard for facial mask products. An outstanding facial mask product is often more than its efficacy. Its appearance and skin feel are also worth paying more attention. Huang Yonghua also said that products with high beauty and interesting taste are more popular with consumers. The "Innovative Membrane Materials · Pure Skin Beauty Flower Research Series" of Northbell is a very typical example. We can see how Northbell started with small membrane materials to improve the vision, smell and touch of facial mask products.

In Northbell's "Innovative Membrane Material · Pure Beauty Flower Research Series", it adopts the three-dimensional flower core sandwich energy storage process, which uses the bottom fiber to support the evenly scattered petals, the surface layer to cover and fix the petals, and uses the double-layer fiber layer+sandwich petal layer design to form a unique warp and weft interwoven grid structure, so that the fibers and petals are tightly wound and shaped. The use of this innovative patented technology can retain the fresh energy and original color and fragrance of the petals, and provide consumers with a natural and pleasant use experience without the use of essence pigments. At the same time, the use of 100% natural plant derived fibers from the membrane materials to the petals not only ensures safety and environmental protection, but also enables the compact membrane cloth to better fit the skin.

Darong Fine has been deeply cultivating in the United States for 25 years, and the mask category is also growing in the storm. With more professional ODM facial mask enterprises, more effective performance and more interesting and innovative use experience, today's facial mask products are no longer limited to the low price competition. The funny membrane universe is waiting for the next explosive.