Product development - the ace of the world of make-up

Nowadays, make-up has gradually become an indispensable part of women's life. It seems simple, but it is actually a multi-disciplinary technical crystallization. People from the makeup industry pointed out that the lack of originality in the research and development of color cosmetics in China is an indisputable fact. The functions and concepts of very colorful makeup products are all developed products abroad, and the composition analysis and follow-up are carried out in China. Therefore, how to shorten the distance between the market and scientific research and enhance the originality of technology has become the key to the rapid development of domestic makeup.
Technology, the foundation for business advancement
When it comes to make-up, the first brand that most female consumers think of is definitely Maybelline. Indeed, Maybelline, based on its price and fashion vane, is more important because of its stable quality, deeply grasping the psychology and pockets of consumers, and thus leading the domestic makeup market. Although there are occasional users on the Internet who question whether its liquid foundation contains lead or the like, it never affects its status and influence. The reason is that Maybelline has strong technical research and development strength, constantly innovating and developing consumers' love. The product.
If consumers pay more attention to it, they will find that some of the make-up packagings have been printed with the words “made for Asians”. A little glimpse of the leopard shows that makeup technology plays an important role in the application of consumer skin. Many Japanese cosmetics companies have 70% of the company's R&D staff, and only 30% of the executives. The personnel responsible for production and quality management are all with bachelor degree or above, and have rich experience in drug production and quality management. Composition of personnel. Such research and development power is not imaginable in Chinese cosmetics companies.
As the largest beauty group in the world, L'Oreal Paris has the secret of success. It will invest 3% of its total turnover every year in research and development, continuously improve the company's research and development capabilities, and stabilize its "scientific beauty company" fashion image. Similarly, another cosmetics giant, Shiseido, established the MGH/Harvard Institute of Dermatology in 1989 with Harvard Medical University and recently established a wholly-owned research institution in Beijing. The purpose of this is to creatively integrate the science and technology of the East and the West in order to generate new value. Because the United States is the center of modern science and technology, and China is the birthplace of oriental traditional medicine.
It can be seen that superb technology is not only the basis for the survival and development of enterprises, but also the key to winning the trust of consumers. And make-up, this combination of trend and color products, its research and development technology plays a decisive key role.
Lack of technology: short-sighted behavior of local brands
Although the annual sales of cosmetics in China totaled 95 billion yuan, the annual investment in research of more than 4,000 domestic cosmetics manufacturers was less than 500 million yuan, accounting for less than 1% of total sales. Naturally, the investment in make-up technology is even more micro-investigating. The main reason is the lack of core technology and innovation capability of China's local cosmetics industry.
The makeup technique is complicated. Taking lipstick as an example, the product has been subdivided into various products such as lip gloss, lip oil, lip gloss, lip balm, waterproof lip balm, etc. The process of preparation and casting process has gone through. From the raw material mixing → grinding → remixing → semi-finished products to pouring → finished products. Therefore, people's production process of lipstick has gradually been summarized and developed into the current advanced production technology after abandoning the irrational production methods of small family workshops. Especially in the preparation of lipstick, casting and mold renewal, etc., it is required to be more refined.
Today's Chinese makeup companies usually acquire production technology by purchasing foreign technology or recruiting engineers with two or three years of work experience. Some companies do not even have an engineer. They directly purchase raw materials for blending, and the quality of their products can be imagined. know. As a kind of "commodity of human science and trend", make-up is just like the music is played under the baton of various instruments. It is also the crystallization of the "creative fusion" of various science and technology. The process of processing raw materials into semi-finished products requires the careful efforts of many high-tech personnel in exchange for valuable results.
Local makeup companies usually pursue high profits and ignore social benefits. When a brand is launched, it will continue to operate for another brand in 2 or 3 years. It will not invest funds in technology research, so it is difficult to make a growth line brand. Impetuous mentality is difficult to build long-term development.
Improve quality from the inside out
Although international brands have shown strength in the cosmetics market, it is gratifying that local makeup companies are gradually recognizing the importance of technology in development and production. Like Guangzhou Kazilan, it has also begun to walk out of Maybelline's strategy to improve its own makeup production process and technical hardware, and has its own unique core competitiveness; and Ikalu is the latest in Europe and America, makeup and skin care technology. The global technical cooperation system is the cornerstone of the traditional and traditional health culture of the East and West. It draws inspiration from natural plant ingredients and extracts its essence, and develops a maintenance-oriented plant makeup with first-class quality... based on hardware production conditions and software production processes. In terms of mutual improvement, local color cosmetics products have risen rapidly in recent years, and naturally they are also reasonable.
From the inside of the enterprise, from OEM processing to self-built factory production, from foreign introduction of formula technology to independent research and development product series, from the northern market sales to the national market balanced development, in 2009 the domestic makeup brand is already in the country The third-tier cities form the trend of the original.
Externally, the state's trend toward cosmetics regulation is also moving in a more rigorous direction. For example, the State Quality and Technical Supervision (Bureau) stipulates that in the production process of products, enterprises must produce products according to certain standards. These standards may be national standards, ministerial standards, industry standards, and enterprise standards. These standards cover more than 20 types of creams, lotions, make-ups, etc. In order to unify the traits of the products, the inspection of the products must be carried out in a fair manner, including the instruments, packaging materials, instruments, standards, and inspection methods used. Conforms to the standard.
As enterprises become closer to the market, starting from the needs of consumers and further regulation of relevant national policies, it is believed that the makeup companies will improve product quality and develop more stable and solid from the purchase of raw materials to the production process.

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