ISDIN Tmall Super Brand Day leverages its sun protection expertise and sets a new record for brand popularity

On March 24, ISDIN’s overseas flagship store’s Tmall Super Brand Day came to a successful conclusion. ISDIN also became the only professional sunscreen brand in the sunscreen category to appear on Tmall Super Brand Day for two consecutive years.

On March 24, ISDIN’s overseas flagship store’s Tmall Super Brand Day came to a successful conclusion. ISDIN also became the only professional sunscreen brand in the sunscreen category to appear on Tmall Super Brand Day for two consecutive years. This year, in response to the current situation of market economic recovery and upgrading of consumer demand, ISDIN launched the event with the theme of "Growing Towards the Sun" and teamed up with the new global brand spokesperson Zhu Zhengting to kick off the event. This collaboration with Tmall International brings consumers the popular product ISDIN Sunscreen Water, which is known for its "high sun protection and clear as oxygen", as well as many other exciting product benefits to meet the different needs of various sun protection scenarios and create a personalized sun protection and skin care experience.

The pre-sale of ISDIN's Tmall Super Brand Day event started on March 10. As of 24:00 on the evening of March 24, the related topics "Zhu Zhengting is so good at showing off", "ISDIN global brand spokesperson" and "Born to be YOUNG" had a total exposure of 2 billion, and the total discussion volume on various social platforms exceeded 3 million. This undoubtedly makes ISDIN the undisputed leader in the sunscreen category on Tmall International, further leading the new trend of sunscreen and skin care in the Chinese consumer market.

(Figure 1: ISDIN celebrity sunscreen family)

Increase investment in the Chinese market and focus on new consumer forces

As a global enterprise that has ushered in the era of "producing skin care products to pharmaceutical standards", ISDIN has always been favored by consumers for its scientific research strength and foresight. With the mission of "helping people better enjoy healthy and beautiful skin", ISDIN has innovatively developed a full range of products with different textures, functions, skin types and uses to meet the needs of various groups of people. Its brand reputation and product sales have a leading advantage. Facing the rising Z generation of consumers in the Chinese market, ISDIN has specially invited the brand's global spokesperson - domestic new generation idol Zhu Zhengting, the brand's long-time partner Li Jiaqi, and skincare experts Lele, Xie Awen, Rouwen, Dadada Buliu and other guests to form the "YOUNG Exploration Team", bringing together three "new forces towards YOUNG" to participate in this year's Tmall Super Brand Day event.

(Photo 2: ISDIN brand global spokesperson Zhu Zhengting)

At the call of ISDIN, the brand's global spokesperson Zhu Zhengting took the lead in launching the challenge. In an extremely exposed environment, he worked with the ISDIN sunscreen family of products without fear of the scorching sun, and lived towards the sun. The brand TVC came into being. Subsequently, the "YOUNG Exploration Team" also responded positively and arrived at one of the places with the most sunshine - the Tengger Desert in Zhongwei, Ningxia, to shoot the brand's first desert micro-variety show "A Journey Born for YOUNG", starting a desert journey under extremely strong ultraviolet rays, extremely dry climate and extremely long sunshine environment. A group of young people with interesting souls, under the protection of ISDIN sunscreen water, which is "highly sun-protective and as clear as oxygen", explored the "Desert Disneyland" to their heart's content: ziplining along the Yellow River, sand sliding, and creating a unique oxygen-sense makeup on a desert off-road vehicle. Consumers can enjoy the customized "Polar Travel Equipment Pack" co-branded with the brand's global spokesperson Zhu Zhengting, which comes with sun protection products and cool celebrity blockbusters that match extreme scenes, giving consumers both material and emotional satisfaction.

This time, ISDIN also set up a special public welfare forest planting session, planted Haloxylon ammodendron saplings in the Tengger Desert with the "YOUNG Exploration Group", and jointly built the "ISDIN Zhu Zhengting Public Welfare Forest" set up by the brand specifically for this event, bringing sunny vitality to the desert. It is worth mentioning that the "Sunny Tree" planted by the brand's global spokesperson Zhu Zhengting and lucky consumers at the brand launch conference a few days ago was also specially transplanted into the public welfare forest. Together with other public welfare forest trees in the Tengger Desert, it protects and guards the desert.

In fact, ISDIN, which has always regarded environmental protection as its own responsibility, not only requires its products to have safe and degradable ingredients and zero burden on the marine ecology during the research and development process, but also hopes to contribute to China's local environmental governance. This desert planting charity project was completed by ISDIN in collaboration with the "China Green Foundation Million Forest Project", the "Zhu Zhengting Tangtang Zhengzheng Charity Fund Special" and the brand's global spokesperson Zhu Zhengting. In 2021, ISDIN also donated 200,000 yuan for the construction of the "ISDIN Zhu Zhengting Charity Forest" and adopted 20,000 Haloxylon ammodendron trees, hoping that the desert will become an oasis as soon as possible. What is special is that this time the brand has also moved the public welfare forest online and opened up 10,000 Haloxylon ammodendron trees for adoption. Everyone can adopt the public welfare saplings that protect the desert through the Tmall International ISDIN official overseas flagship store and have an exclusive public welfare forest nameplate.

(Figure 3: ISDIN’s exclusive micro-variety show “A Journey to YOUNG” and charity activities)

At the same time, ISDIN's long-time partner Li Jiaqi also joined the "Born to the Sun (YOUNG)" journey and shot a fashion blockbuster for ISDIN's anti-aging sunscreen water. Protected by anti-aging sunscreen, Li Jiaqi in the camera is full of confidence and fearless of the scorching sun, whether in daily life or in the extreme environment of the seaside. As of March 25, ISDIN Anti-Aging Sunscreen Water x Li Jiaqi's fashion blockbuster quickly gained more than 5.4 million views after it was launched online. On March 20, ISDIN’s Tmall Super Brand Day landed in Li Jiaqi’s live broadcast room, bringing special benefits to the brand’s fans and setting off a climax of this marketing festival.

Using cutting-edge technology to meet consumer demand and lead the trend of oxygen sunscreen

On March 21, at the ISDIN Tmall Super Brand Day offline venue in Haikou, the brand simultaneously held the "Born Towards the Sun" brand launch conference, promoted the desert micro-variety show "Born Towards YOUNG" on the spot, and formally established the "ISDIN China Scientific Expert Committee". It also invited the brand's global spokesperson Zhu Zhengting, officials from the Trade Department of the Spanish Embassy in China, Tmall executives, top academic physicians, media and KOLs to gather together to share new trends in future sun protection. The three "new forces towards YOUNG" also took this opportunity to gather at the press conference to jointly interpret the brand's unique definition of "Born towards YOUNG".

(Figure 4: ISDIN "Growing towards the Sun" brand launch conference)

As contemporary consumers become more aware of photo-aging, sunscreen products have gradually broken through traditional seasonal restrictions in recent years. Specializing in the field of sun protection for more than 40 years, "photoaging expert" ISDIN, based on its original scientific research and technological advantages, has brought a refined, full-matrix innovative "star sunscreen family" with "less burden and stronger protection" based on the pain point that traditional sunscreens are difficult to have both high sun protection and a clear feel. It focuses on the ever-changing sunscreen usage scenarios and habits of emerging consumers.

Among them, ISDIN sunscreen water, which became a hit as soon as it was launched on the market, solves the pain point of traditional "sunscreen ruining makeup" with its ultra-light texture that feels like water, and has become a hot item suitable for daily use and outdoor sports. The sunscreen panacea that can effectively fight against blue light damage is also favored by office workers due to its product advantages that are more suitable for urban commuting scenarios. In addition, the "anti-aging sunscreen water" that combines sun protection and photodamage repair can effectively reverse photoaging problems and has become the favorite of Li Jiaqi, the brand's long-time partner. There are also a variety of sunscreen products specifically designed for special needs such as whitening and child protection, helping consumers to be better versions of themselves in every scenario.

Brand marketing super IP, empowering brands to achieve leapfrog growth

According to Euromonitor market forecasts, starting from 2021, the growth rate of China's sunscreen market will be more than twice that of the overall skin care market. It is expected to reach a scale of 30 billion in 2027, and will exceed the 10% share of sunscreen products in the skin care category, contributing 23% of the overall skin care growth. Tmall Super Brand Day, relying on its huge user base, full-link consumer insights and full-platform resource integration, can quickly help brands achieve leapfrog growth. ISDIN's outstanding performance on Tmall Super Brand Day once again contributes to the future rapid growth of the sunscreen consumer market.