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香氛洗护潮“出圈” KEEP·Y蝉联屈臣氏HWB大奖

2020-08-28

如果说年轻化是近几年洗护品牌竞争的主场,那么在后疫情时代年轻化的内涵已被进一步扩充,场景定位、个性释放、成分创新、功效聚焦等成为其中不可或缺的要素,新老品牌入局和破局的难度都已不同往日。 

 

近日,国货高端洗护品牌滋源旗下香氛修护潮牌KEEP·Y康柏雅荣获屈臣氏2020 HWB健康美丽大赏最佳产品大奖,为新兴洗护品牌突围进阶指出一条可借鉴的路径。

 

△ KEEP·YKANGBOYA XINGHUANHEILANGMUXILIE

JULEJIE,BENNIANDUQUCHENSHIHWBDASHANGHANGAIHUFU、MEIZHUANG、GERENHULIDENGDUOGELINGYUDEYOUZHICHANPIN,JUJIAOXIANSHANGZHULIUPINGTAIJIXIANXIAREMENXIAOSHOUQUDAO,YIXIAOLIANGPAIMING、KOUBEITUIJIAN、HUATILIANGWEICANKAOYIJU,YIKEJILIHESHISHANGLILIANGGEWEIDUWEIPINGXUANBIAOZHUNJINXINGZHUANJIA、WANGLUOPIAOXUAN,YIXUANCHUGEPINLEIZHONGZUIJUDAIBIAODEPINPAIHECHANPIN。HWBDASHANGZHIZAIRANGXIAOFEIZHETUOLI“MANGMAI”WUQU,NENGZAIWANQIANSHANGPINZHONGTIAOXUANDAOZUIHESHIZIJIDEYOUZHICHANPIN,YICHENGWEI2020NIANGUANGDAXIAOFEIZHEZHIDEXINLAIDEQUANWEIGOUWUZHINAN。

   

ZIPINPAICHUANGLIYILAI,KEEP·YKANGBOYAJIUSHIZHONGJIANCHIGUANZHUNIANQINGRENGENGSHENCENGCIDEXUQIU,YIDUSHUYIZHIDEPINPAIFENGGEHEXINRUIXIHUCHAOPAIDINGWEI,WEINIANQINGRENDAZAOXINCHAOSHENMEI、YOUQUHAOWANTONGSHICHENGFENGENGJIANKANGDEXIHUCHANPIN,YIQUDAODINGZHI、GONGXIAODINGZHIHERENQUNDINGZHIDENGFENGFUDUOYUANHUADECHANPINTIXI,MANZUBUTONGXIAOFEIZHEDUIXIHUCHANPINDEDUOCHANGJINGXUQIU,GEXINXIHUTIYAN,YINLINGXIHUCHAOLIU。

 

 1

聚焦需求,创新赋能

KEEP·YKANGBOYAZAIKEYANCHUANGXIN、CHANPINPINZHISHANGDEJINGGENGXIZUO,JINGZHUNDONGCHANIANQINGXIAOFEIZHEHUFAXUQIU,YIKEJICHUANGXINTIEJINSHENGHUOSHIJI,YINLINGPINLEICHUANGXINXINFENGXIANG。

KEEP·YKANGBOYAPINPAIYIXIUHUWEIGENBEN,CAIYONGOriginal-PGAOHUOCUIQUJISHU,CUIQUHUAGUOWEITAMINGJINGHUA,QIANGHUATUCHUWENHEJIEJINGHUFATEXING。TONGSHI,KEEP·YKANGBOYAYIDUTESHIJIAOHECHUANGXINSHIJIAN,ZHONGXINDINGYI、FENGFUTUOZHANQINGCHUNHUFANEIHAN,YIXIUFAZHIYIN、ZHICUIXIANGFEN、XINGHUANHEILANGMUSANDAXILIECHANPIN,SHULIQIPINPAIBUJUYIGE、GANYUCHUANGXINDEPINPAIXINGXIANG。

湖北快3 CICIZHAIDEQUCHENSHIHWBDAJIANGDEKEEP·YKANGBOYAXINGHUANHEILANGMUXIUHUXIANGFENXIHUXILIECHANPINJISHIQIZHONGDAIBIAOXINGLIZUO,BUJINYISANDAHEIKEJIQIANGHUAQINGCHUNHUFA、ZIYANGXIUHUTEXING,GENGDUJIACAIYONGDEHurry-DryKUAIGANJISHUDAZAOKUAIGANQINGYINGXIUFA,YOUHUAXIUHULEIXIFACHANPINDESHIYONGTIYAN,LINGXIAOFEIZHEERMUYIXINDETONGSHIZHENGZHONGXUQIU,YINERBEISHOUNIANQINGXIAOFEIZHEQINGLAIGUANZHU。

   

湖北快3 ZHIDEZHUYIDESHI,KEEP·YKANGBOYAQUANXIANCHANPINJUNCAIYONGDAPAITONGKUANXIANGFEN,BINGNENGSHIXIAN24XIAOSHIZHANGXIAOLIUXIANGDEXIANGFENTIYAN,YISHIPINPAIKUAISUZHANLINGNIANQINGXIAOFEIZHEXINZHIDEGUANJIANYINSU。JUAIRUIZIXUNFABUDE《2019NIANZHONGGUOXIANGFENXINGXIFACHANPINYONGHUDONGCHABAIPISHU》XIANSHI,2018NIANXIFASHUIXIANSHANGSHICHANGZHONG,YI“XIANGFEN”WEIMAIDIANDEXIFASHUIXIAOSHOUEYUEWEI6.6YI,TONGBIZENGZHANG26.7%,ZENGFUGAOYUXIANSHANGXIFASHUIPINLEIZHENGTI。

湖北快3 TONGSHI,XIAOFEIZHEDUIXIANGFENXIHUFACHANPINDEHEXINSUQIUJUNSUODINGZAILIUXIANGCHIJIUDUHEXIANGXINGGAOJIGANSHANG,18-24SUINIANQINGNVXINGYOUQIDUIXIANGXINGDEGEXINGHUAXUQIUGENGWEIQIANGLIE。KEEP·YKANGBOYAJIJINQIHENIANQINGXIAOFEIZHEDUIXIANGFENXIHUDEGEXINGHUABIAODAXUQIU,QIEDUOCHANGJINGYINGZAOYUEJIFENWEI,TISHENGGERENGANGUANTIYAN,NENGJINYIBUJIASHENPINPAIYUXIAOFEIZHEDEJINGSHENGOUTONGHEQINGGANLIANJIE,ZAISHENKEGONGMINGJICHUSHANGXIYINXIAOFEIZHEGUANGFANZHONGCAO。

2

聚焦人群,创新路径

湖北快3 ZAIFENGGEDINGWEIHECHANPINSHEJISHANG,KEEP·YKANGBOYASUODING16-25SUIXINSHENGDAIXIAOFEIZHEXIAOFEIRENQUNSHENMEIPIANHAOJIZHANGYANGGEXINGDEYAOQIU,QINGLINGSHAONVGANFENGGEHEPINZHIXIAOZHONGDINGWEIYIXIYINJINGZHUNRENQUNGUANZHU。

 

圆润造型搭配马卡龙甜系色彩与时尚简约金属质感相得益彰,甜美且不失潮牌调性,搭配演绎个性、释放天性的香氛体验,立体化营造萌甜有趣的视觉及轻松愉悦的精神享受,极致诠释“坚持健康安全、坚持时尚新颖、坚持青春少女心”的品牌内涵。 △ 小红书达人种草截图

湖北快3 ZAIYINGXIAOTUIGUANGSHANG,KEEP·YYIPIPEIPINPAIDIAOXINGWEIJICHU,XIESHOUCHAORENQIOUXIANGYANXIKAIZHANHUASHITUIGUANG,BUJINTUICHUDAIYANRENDINGZHICHANPIN,DAZAOCHAOLIUXIJINGDEBAOKUANDANPIN,YANXIBENRENYIXIANSHENGEDAPINGTAIQINGLITUIJIANZHONGCAO,YIGAOJINGZHUNDUDEFENSIQUANCENGLIYUKEEP·YKANGBOYAPINPAIXINGCHENGNEIZAIHELI,ZONGSHENWAJUEJINGZHUNRENQUNGOUMAILI。

 

△ 小红书好评不断

湖北快3 YUCITONGSHI,KEEP·YKANGBOYAGUANGFANSHISHUISHUZIHUAYINGXIAO,QIANGZHANZHIBOFENGKOU,BUJINYUGEDAPINGTAITOUBUDARENHEZUOZHIBODAIHUO,SHIFANGCHUIZHISIYULIULIANGHONGLI,GENGXIESHOUDAIYANCANYUQUCHENSHI、TIANMAO“FAGUANGTI”DENGZHIBOHUODONG,ZHIZAOCHAOQIANWANPUGUANGLIANG,YIJUJIBAIZHONGDUOPINPAIJISHEN2020NIANTIANMAO“FAGUANGTI”XIANGMU(TIANMAOMEIZHUANGGEHUXINRUIPINPAICHUANGYEDASAI)BAIQIANGPINPAI,SHIXIANPINPAIYINGXIANGLIHEPINPAIJIAZHIDESHUANGXIANGTISHENG。

 

 凭借由里而外的差异化优势,KEEP·Y康柏雅在面世后的短短时间内就已积累庞大粉丝群,收获行业权威肯定,相继摘获2019屈臣氏HWB十佳新品大奖、2019 PCLADY美容风云榜人气口碑奖等重量级奖项,而2020年新品--星幻黑朗姆修护香氛洗护上市就在屈臣氏获得一致好评。目前,KEEP·Y康柏雅天猫旗舰店、屈臣氏线上门店均已打通,线下门店已覆盖全国超过3万家,无论是在渠道端还是消费者端都展示出蓬勃活力。

 

总结:湖北快3把握机会并非易事,机会偏爱有准备的人。

 

湖北快3 NEIXIEZAIFENGKOUZHIZHONGNENGDEXINYINGSHOU、SHUNSHIQIFEIDEPINPAIBINGFEIYINGZAIDANGXIA,ERSHIXIANSHICHOUMOU,YINGZAIWEILAI。KEEP·YKANGBOYADECHENGGONGTUWEIZHENGSHIJIYUZHUANYAN,QIYUJUJIAO,YUFENGKOUDAOLAIZHIQIANDONGCHAQUSHI,BAMAIWEILAI,ZUOZUZHUNBEI。KEEP·YKANGBOYAPINPAIZHENZHENGDETENGFEISHIKEHAIWEIDAOLAI,DANTADESHENYINGYIQIANRUZHONGGUOXIHUXINGYEJUEQIDEDAWEILAIZHIZHONG,ZHANWEICHUXIAN,ZHIDEQIDAI。

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