How did fabloox, a leading pure beauty brand, enter the top market?

Key points: How fabloox, a leading brand of pure beauty, entered the leading track.

Recently, a product has become a dark horse hit product while working silently. It is Fabloox foundation cream.

In just 9 months since its launch, it has ranked No. 1 on Douyin's best-selling foundation cream list and No. 1 on liquid foundation/cream list, and No. 1 in Tmall's best-selling foundation cream category. It has sold over 600,000 bottles on the entire network, and has been selected as one of the top 10 most popular makeup products of the year at the C2CC ​​New Makeup Awards. It is a pure beauty product with a very high mention rate in Xiaohongshu's grass-roots notes.

In addition, fabloox setting spray ranked TOP6 on Tmall's add-to-cart list on Women's Day, with cumulative sales of over 100,000 bottles; fabloox powder, which was just launched in November last year, also won the "Star Powder of the Year" at the 2021 Sunshine Awards Ceremony and became the recommended model for celebrity Jiang Mengjie.

Why has Fabloox been able to launch multiple hit products in just a few months, achieving many impressive results that take time to accumulate, and achieving such dazzling results?

1. Product strength is the basis, truly standing from the user's perspective

The New Makeup Awards is an authoritative award in the global beauty industry initiated by C2CC ​​New Media x New Makeup. Its annual popularity list of TOP10 not only takes into account the internal R&D strength of the shortlisted brands and the multi-faceted innovation of their products, but also examines the brand's performance on multiple sales platforms and channels. It is a cross-border selection from voice to sales, from occupying the minds of consumers to providing expert endorsements. All the products on the list are outstanding and popular.

The reason why fabloox foundation cream, which won the C2CC ​​New Makeup Award, has become a highly anticipated pure beauty product is the brand's commitment to product strength.

This powder cream can achieve the makeup effect of "no makeup coming off for 12 hours, clear and natural without dullness". It adopts Italy's 30s quick-drying film-forming technology and the exclusive Gloxidant luminous factor to create a natural-looking creamy skin from the root. As a foundation that can be applied and is safe, it is nicknamed "the mother of oily skin" by fans.

On the basis of creating a makeup effect, Fabloox Foundation Cream has also eliminated 26 types of banned ingredients and 90+ risky ingredients with potential carcinogenicity or endocrine disruptors in the formula of traditional foundation cream, truly achieving low-allergy safety, and can be used safely on both problem skin and sensitive skin.

In addition to the makeup effect and safety, it also contains the Gloxidant luminous factor composed of four star skin-beautifying ingredients: alpine edelweiss, carnosine, carbohydrate isomers and D-panthenol. While the foundation cream modifies the skin, it also solves skin problems from four dimensions: repair, hydration, anti-oxidation and anti-sugar.

The raw materials of fabloox are mild and non-irritating, sourced from Symrise, DSM and other top global cosmetic raw material suppliers. This ensures that every product has both "pure ingredients" and "excellent makeup effects" from the source, allowing beauty-conscious users to avoid having to choose between beauty and health.

The high price of raw materials naturally pushes up product costs. However, the price of Fabloox foundation cream is only around RMB 100, so consumers who are interested in pure beauty products will not feel distressed or entangled about the price, but only need to enjoy the beauty of pure beauty products.

The multi-dimensional capabilities and product strength that understands user needs make fabloox a well-deserved new dark horse in pure beauty.

The outstanding performance of fabloox foundation cream for oily skin has also led many consumers with dry skin to call for the release of a skin-nourishing foundation cream specifically for dry skin. In response to consumers' expectations, fabloox's skin care essence powder cream specially developed for dry and sensitive skin will be launched in June this year. It is rich in 80% deep sea seafood essence, which makes the base makeup moist and radiant; the intelligent makeup control water and oil balance technology allows the makeup to last for 8 hours without coming off, bringing a 0-burden, stress-free and clear base makeup for dry and sensitive skin.

2. See the trend and stand out in the niche market

As early as 2015, the European and American beauty markets took the lead in firing the first shot of “Clean Beauty”. Today, seven years later, pure beauty products have taken up 20% of the global beauty market. Overseas brands such as Drunk Elephant, Lush, FARMACY, ILIA, etc. have taken advantage of the trend and are ready to go.

Compared with European and American countries, and even Southeast Asian countries, the domestic pure beauty market started later, but as consumers gradually began to embrace green and environmental protection concepts and pay attention to quality of life, especially after the epidemic, health and safety have become deeply rooted in the minds of consumers. Pure beauty products with natural ingredients, safety and effectiveness have also begun to attract the attention of domestic consumers.

Since 2019, domestic pure beauty brands have emerged one after another. This was also the time when Fabloox saw the trend of pure beauty and occupied the pure beauty segment by deepening its product development. It is precisely because fabloox has hit the trend that it has grown into a leading domestic pure beauty brand that is very popular in the industry today.

In 2021, the domestic liquid foundation/cream market size reached 8.8 billion yuan, among which the transaction volume of the powder cream market increased by 50%, which was significantly higher than the overall category. More than half of the stores with the leading annual e-commerce sales were new brands, indicating that more and more brands are entering the competition in the powder cream track, and powder cream has become a trend category in beauty.

In the context of intensified competition in the powder cream category, Fabloox powder cream has been able to achieve such outstanding results and occupy the top 1 position in the powder cream sub-category. This not only demonstrates its outstanding product strength, but also confirms the growing demand for pure beauty products among domestic consumers.

Fabloox's idea of ​​capturing consumers' minds with pure beauty products is worthy of reference for more beauty brands that are looking for niche markets.

3. Marketing support to create a global content matrix

Nowadays, competition for existing traffic has become increasingly fierce. Channels are becoming increasingly fragmented, and beauty trends are rapidly iterating. These are issues that need to be addressed when operating and promoting brands.

Fabloox’s ability to create hit products is inseparable from the team’s ability to engage in omni-channel marketing. In the current environment, the traffic dividend has begun to decline, but fabloox reaches consumers more accurately and efficiently through multi-level channel layout. And under the guidance of this thinking, we were able to achieve successful overtaking.

In terms of brand image, fabloox chose the direct and effective method of celebrity endorsement. At the same time, when selecting collaborating artists, we fully considered the matching of tonality and traffic.

In 2020-2021, celebrities Jiang Mengjie, Li Chun, and Liu Wei recommended fabloox products as personal items, and Anita Yuen and Madina also recommended them. In 2022, sister Wang Feifei enthusiastically recommended fabloox foundation cream to her fans, the popular post-90s actress Yuan Bingyan became the spokesperson for FABLOOX foundation cream, and short track speed skating champion Li Jianrou became the spokesperson for fabloox foundation series. Celebrity collaboration allows the brand to gain strong exposure in a short period of time, creating both popularity and word-of-mouth.

On the content marketing side, on the one hand, fabloox invited a group of influential high-quality beauty and skin care bloggers to produce high-impact and high-value content. Among them, Cheng Shian’s video sharing about fabloox nourishing powder cream received over 166.4W likes and over 460,000 collections. In the live broadcast rooms and short videos of top beauty bloggers such as Luo Wangyu, Cheng Shian, Cui Jianan, Xiaoyu Haitang, Yongzi Leo, and Liu Qiaoqiao, fabloox products also appear and are exposed a lot. By leveraging the trust between bloggers and fans and conducting real content evaluations, users can be quickly driven to achieve the “cognition-purchase” decision conversion.

On the other hand, fabloox has cooperated with 20,395 influencers across the entire network. This new batch of influencers has a better sense of the Internet and insights into user experience, and has made certain progress in cost-effectiveness in marketing. At the same time, according to the different content tones and platform attributes, they adopted different forms of content marketing such as sharing, trial, and evaluation, allowing massive content to appear in a strategic and systematic form. The layout of these grass-planting contents has made young people remember Fabloox, a leading domestic pure beauty brand, through subtle consumption.

On the sales conversion side, fabloox focuses on young consumers. We know that Generation Z and young people from small towns are keen on sharing and trying new things, so products and brands with unique concepts are more popular among this group of young people. Therefore, Fabloox has precisely laid out multiple platforms that gather young consumers, and launched an omni-channel online operation, transforming marketing potential into sales momentum, actively promoting the effect of products becoming hits as soon as they are launched.

Through fabloox's series of operations, it is not difficult to see their professionalism and in-depth thinking on marketing. We always firmly grasp the real needs of young users and effectively activate public and private domain traffic through multi-level marketing.

Conclusion:

As a leading brand of pure beauty in China, fabloox has written an intriguing beginning for the story of pure beauty. We look forward to more and more brands emerging in the domestic pure beauty market, jointly writing the legend of the industry, creating a virtuous cycle in the industry, and continuously nurturing more world-class beauty brands rooted in China.