Winona's Revitalizing Repairing Essence Debuts as a Bestseller on Tmall Hey Box

In recent years, the population of individuals with sensitive skin has been increasing. As the cosmeceutical market evolves continuously to meet consumer demands, skincare needs have shifted from basic moisturizing and soothing to more sophisticated effects.

Anti-aging has long been a sought-after goal for individuals with sensitive skin, yet many are hesitant to pursue it blindly. As a cosmeceutical brand specializing in sensitive skin under Botanee Group, Winona first identified that conventional anti-aging solutions may not cater to the unique demands of sensitive skin. Recently, Winona joined hands with Tmall Hey Box to launched a new anti-aging product exclusive to sensitive skin—the Revitalizing Repairing Essence. Thanks to Tmall Hey Box's full-chain empowerment, including data-driven approach in R&D, customer acquisition, trial use, and repurchase strategies, this new product quickly rose to the top of the anti-wrinkle essence bestseller list upon its launch. Winona's launch of Light Beauty Bottle marks not just a major breakthrough in delicate skincare for consumers but also a strategic move for Winona to enter the market of plus skin care products.

Exploring a New Blue Ocean: Precision in Repairing and Anti-Aging

After many years dedicated to researching sensitive skin, Winona has confirmed, using 3D skin testing, that the barrier damage of sensitive skin will stimulate the secretion of a significant number of aging-inducing factors known as SASP. These factors continuously release signals that induce "replicative senescence" in nearby tissue, thus accelerating skin aging and worsening the visibility of fine lines, enlarged pores, and dull skin.

As a result, anti-aging products for sensitive skin must combine repair and anti-aging properties, considering the skin unique characteristics and aging mechanisms. Accordingly, the Light Beauty Bottle was created to establish a comprehensive skincare approach for firmer, tender, and healthier skin.

By gaining precise insight into the anti-aging needs of people with sensitive skin, Winona has uncovered a "new blue ocean" that balances high efficiency with safety.

This new product on Hey Box—Light Beauty Bottle, formulated according to the aging mechanism of sensitive skin, is an ideal anti-aging essence suitable for sensitive skin. This essence, created after thorough research on sensitive skin aging mechanisms, effectively targets the source of sensitive skin aging—the aging-inducing factor SASP—and precisely addresses concerns like fine lines, enlarged pores, and dull skin. Key ingredients of the product include physalis calyx extract (patented ingredient), collaborative custom composition EcoCeramide BTN, purslane extract (patented ingredient), gastrodia elata, Pro-Xylene, and carnosine, showing potent repair and anti-aging abilities. In addition, the essence uses exclusive microencapsulation technology that facilitates bidirectional absorption, ensuring continuous release of active substances. This multi-dimensional approach offers comprehensive anti-aging benefits for sensitive skin by repairing the barrier, inhibiting SASP, and supplementing collagen.

This essence seems to address enduring issues across four skincare areas: anti-aging, skin concern resolution, safe ingredients, and noticeable efficacy.

To maximize anti-oxidation and anti-sugar effects while promoting skin absorption, we've also launched the Revitalizing and Repairing Lotion with ingredients from the same series. As the lotion is highly effective in moisturizing and hydrating the skin, it can be paired with the essence to further enhance anti-aging efficacy.

Brand Force and Full Cooperation Make a Good Start

A great product requires effective marketing to ensure a successful debut, swiftly engage the target audience, and drive transformation.

On March 24, Chinese beauty influencer Li Jiaqi started selling the Light Beauty Bottle during his live broadcast, aligning with the product launch and initiating pre-sale on Tmall's Hey Box. In addition, official we-media platforms collaborated with multiple celebrity endorsers to publish videos promoting new products. On April 18, brand spokesperson Shu Qi announced the pre-sale of all products on Hey Box via her Weibo account. Shu Qi's immense influence helped Winona achieve a new round of precision marketing, significantly expanding the brand's reach to more consumer groups.

In product promotion efforts, Winona has partnered with several leading beauty influencers including Uni Yinger (Uni颖儿), Mao Xiaoxing (毛小星), MC Xuanxuan RubyLi (MC萱萱RubyLi), Wang Zhi (王植, a Tsinghua University student), and over 200 KOLs and KOCs on platforms like Xiaohongshu, Douyin, and Weibo since March.

In addition, Winona's Light Beauty Bottle has been widely recognized by top female-oriented media and renowned influencers specializing in beauty ingredients and product reviews. By communicating with consumers, we've educated them on proper skincare methods and anti-aging principles of products for sensitive skin. Moreover, endorsements from ingredient-centric influencers based on their own firsthand experience have helped the product gain consumers' trust. As a result, Winona has raised public awareness of anti-aging for sensitive skin while strengthening the brand's reputation for medical expertise in the field.

This time, Winona partnered with Tmall Hey Box to focus on marketing quality products following the launch of the pre-sale period. This strategy generated huge sales while promoting the brand, gaining an impressive exposure of over 70 million. These efforts have led to gratifying sales performance for new products, gathering valuable experience for building the brand's big-hit product model. This further demonstrates Winona's commitment to product power, brand force, and multi-faceted integrated marketing strategy.

Product Power Makes Winona Competitive Among Giants

On May 1 of the previous year, the state issued regulations concerning cosmeceuticals, marking China's entry into the cosmeceutical era. Since its inception, Winona has highlighted the cosmeceutical market with sharp insight and foresight. Dedicated to the mission of solving common skin problems of Chinese people, Winona strives to conduct continuous research on sensitive skin issues.

Anchored by the twin pillars of botanical technology and medical expertise, Winona has cultivated a core competitive edge through academic resources and clinical data. By employing an marketing mode combining offline and online platform, Winona consistently succeeds in developing big-hit products.

Having dedicated a decade to researching sensitive skin repair, Winona is now strategically expanding into the realm of plus sensitive skin products. This expansion includes the introduction of sunscreen and whitening products tailored for sensitive skin. The launch of the Light Beauty Bottle highlights Winona's increased emphasis on the anti-aging segment for sensitive skin. This move underscores its commitment to enhancing and broadening its cosmeceutical offerings to cater to evolving skincare needs, while consistently developing big-hit products that endure with consumers. Winona is driving the rapid reform and market expansion of China's cosmeceutical industry, fostering a positive and healthy shift from singular products to a holistic health ecosystem. Undoubtedly, Winona's ecological footprint will expand infinitely within the cosmeceutical sector worth RMB 100 billion, promising an exciting future for the comprehensive health ecosystem ahead.