The wheel of time constantly forges new tracks. As quality and affordability become core demands for today’s consumers, a higher level of competition—an “upward spiral”—has become the main theme of the cosmetics industry.

Many international brands, imported products, and even domestic beauty brands are carving out new paths for growth within this theme.

The annual China International Import Expo (CIIE) – this year to be held on November 27, has become the ideal stage to showcase the achievements and upward momentum of imported brands. This year, the competitive atmosphere was especially prominent. Thailand’s national brand, MISTINE, once again took the stage, competing alongside other international giants, showcasing new growth and breakthroughs.

China International Import Expo (CIIE)

This year marks MISTINE’s ninth year in China, during which it has led the Chinese sunscreen skincare market for three consecutive years. This achievement is closely linked to MISTINE’s advanced approach to multi-scenario scientific sun protection.

Of course, its successful breakthrough in the increasingly competitive imported goods sector and its establishment of a strong position in this category can also be attributed to its deep foundation in culture, product innovation, and technology.

These foundations have paved the way for MISTINE’s journey in China, making it longer-lasting and more stable.

01 Quality, Effective Products Unveiled at Innovation Expo: Eight Years of Foundation, Skincare Technology Enters the “Space 2.0 Era” with R&D Strength
Supporting Multi-Scenario Sun Protection

As consumer needs evolve across different eras, the shifting demands drive beauty brands to adjust their product offerings accordingly. Those who can accurately grasp consumer trends can win consumer loyalty with effective products faster.

At the China International Import Expo, many international brands delve deep into the preferences of Chinese consumers to accelerate their localization processes in China. This makes the competition among imported brands even fiercer.

In this competitive environment, MISTINE has been able to respond steadily, thanks to its early, in-depth market insights and consumer understanding.

Reflecting on the brand’s growth, MISTINE has focused on the cosmetics market for 36 years, using diverse consumer needs as the foundation for its product lineup. Its offerings now span various categories, including specialized tropical sun protection, tropical energy makeup, and tropical optical skincare. In recent years, MISTINE’s sun protection products have gained notable market recognition.

Geographically, MISTINE’s home country of Thailand is situated at 15°N latitude, with a unique tropical climate characterized by high temperatures, humidity, and intense UV radiation throughout the year. This has created a high demand among local consumers for sun protection that is water- and sweat-resistant with high SPF. For 36 years, MISTINE has focused on sun protection, blending advanced sunblock technology with superior skin feel to create a complete range of tropical-grade sun care products.

According to Cosmetics Observation, this sun protection range includes products tailored to different scenarios, such as the MISTINE “Little Yellow Hat” Sunscreen for daily commuting (Matte & Transparent Face Sunscreen), MISTINE “Shake Shake” Sunscreen for outdoor sports (Lightweight Protective Sunscreen Lotion), the convenient MISTINE “Little Yellow Spray” Sunscreen Mist (Soothing & Refreshing Sunscreen Mist), and the MISTINE Whitening Essence Sunscreen (Hydrating & Brightening Essence Sunscreen) with brightening and anti-spot benefits. These products offer scientific sun protection across various scenarios for different ages, skin types, and needs.

This multi-scenario sun protection concept is also applied to the Chinese market. To develop suitable sun protection for Chinese skin, MISTINE conducted in-depth studies on local consumers. The research found that, compared to lighter skin types (mostly types 1-2 in Caucasians), Chinese skin tends to be darker (mainly types 3-4) and may show greater sensitivity to blue light in high-energy visible light, UVA1, and combined UV exposure. While these differences were previously assumed, no specific research data existed; MISTINE addressed this academic gap by comparing and evaluating clinical skin characteristics between Chinese and Caucasian skin.

This rigorous scientific approach and practical research make MISTINE’s sun protection products more targeted and credible, creating a robust product barrier that sets them apart from many other sun protection brands.

02 High-Quality Functional Products at the Innovation Expo: Eight Years of Accumulation, Skincare Technology Enters the “Space 2.0 Era” Supported by R&D Strength

Technical Strength and Specialized Systems for a Research Foundation

The essence of functional skincare products lies in their effectiveness, which is a critical factor in consumers’ purchase decisions. In recent years, to gain an advantage in capturing the Chinese market, many international brands have ramped up their “tech-driven” offerings, introducing innovative ingredients or advanced technology to strengthen their claims of product efficacy. For instance, Estee Lauder’s Chromene, Shiseido’s New SIRT, AmorePacific’s Funoin, Unilever’s Glutathione, and Kosé’s IPS cell research are all examples of recent technological advancements.

Behind the buzz of technological competition is the growing standard and demand of the consumer market. Brands capable of producing high-quality, cost-effective products often make significant investments in technology and innovation.
MISTINE is no exception.

Having led the Chinese sunscreen skincare market for three consecutive years and garnered widespread attention at the Import Expo, MISTINE’s products are backed by robust scientific research.

In the sunscreen sector, MISTINE’s standout innovation is its proprietary “photobiology” sunscreen system.

According to the brand, the core ingredient in this sunscreen system is “Yu Guang Filtration,” developed in collaboration with a Nobel Prize laureate in chemistry. After researching hundreds of natural plants, undergoing thousands of tests, and comparing and analyzing 32 extracted ingredients, the final active ingredient was identified. Using AI computational biology as its research methodology, the team conducted tens of thousands of target gene screenings to identify the mechanisms by which this biological sunscreen ingredient combats oxidative stress, inhibits melanin production, and offers anti-aging benefits at extended wavelengths. “Yu Guang Filtration,” as a “sunscreen amplifier,” when combined with eight other sunscreen agents, provides full-spectrum protection across the 280nm-500nm range. It not only absorbs UV radiation and enhances SPF levels but also mitigates the photobiological effects of high-energy visible light—reducing oxidative stress, melanin formation, and collagen breakdown. This protection goes beyond high SPF to prevent skin darkening and aging caused by high-energy visible light.

Additionally, MISTINE boasts global innovation centers in China, Thailand, and Germany, positioning it at the forefront of sun protection research. It has established six global joint innovation laboratories and strategic partnerships, integrating top-tier resources from the global cosmetics industry in raw materials, technology, and R&D to reinforce its scientific strength at a foundational level.

For instance, on the materials front, MISTINE has partnered with BASF, the world’s largest supplier of chemical raw materials. For external R&D, it collaborates with institutions like Tsinghua University’s Yangtze Delta Research Institute. Recently, MISTINE also established a Nobel Laureate Joint Laboratory with the Chinese University of Hong Kong (Shenzhen), focusing on exploring the mechanisms of natural active ingredients in the field of photobiology.

With these technical capabilities and specialized research systems, MISTINE’s strong emergence among numerous sunscreen brands becomes understandable.

 
03 High-Quality Functional Products Unveiled at the Innovation Expo: Eight Years of Accumulation, Skincare Technology Enters the “Space 2.0 Era” Supported by R&D Strength
From Thailand to China
Driving Localization Strategy and Cultural Integration

The Chinese cosmetics market holds a crucial position globally. According to an analysis by the China Association of Fragrance, Flavor, and Cosmetic Industries, the total market size for cosmetics in China reached 1.04 trillion RMB in 2023, making China the world’s largest single-country cosmetics market. This expansive market is naturally very attractive to foreign and imported brands, with the China International Import Expo (CIIE) playing a key role, underscoring the allure of the Chinese market.

For MISTINE, a brand with a global vision and international strategic presence, China is undoubtedly a critical “battleground.” The year 2016 marked a significant milestone for MISTINE. Building on decades of diplomatic ties between China and Thailand and riding the wave of the Belt and Road Initiative, MISTINE officially entered the Chinese market. Over the following seven to eight years, the brand gradually implemented its localization strategy, establishing a flagship store on Tmall Global, setting up R&D and operations centers in Shanghai and Hangzhou, and launching marketing activities tailored to Chinese consumers. MISTINE has evolved from a well-known Thai beauty brand into a highly recognized imported brand in China.

Declaration statement of MISTINE’s Position in the Market
“Ranked No. 1 in sales of sunscreen skincare products in China for three consecutive years(2021-2023）“

In addition to meeting market demands and bringing quality ingredients and technology to China, MISTINE—an influential brand in both Thailand and China—has also played an unspoken role as a bridge for cultural exchange between the two countries.

On one hand, in expanding into the Chinese market, MISTINE has showcased Thai beauty culture to Chinese consumers through various aspects, including brand image and product concepts. For example, the development of MISTINE’s Thai Milk Coffee series draws from Thai aesthetics, blending modern elements with Thai DNA. By incorporating tropical energy, it conveys a lifestyle of health and vitality, while the smooth, rich colors of Thai milk coffee bring a touch of Modern Thai beauty aesthetics to the products. On the other hand, as MISTINE’s localization progresses, the brand also contributes to Chinese culture by promoting cultural exchange in Sino-Thai trade relations.

If MISTINE’s continued leadership in China’s sunscreen skincare market represents a commercial victory, then its role in fostering Sino-Thai cultural integration adds further sustainability to this success.

Indeed, MISTINE has always prioritized cultural exchange within its localization strategy. Since entering the Chinese market, the brand has emphasized its commitment to serving Chinese consumers with high-quality products, while promoting the friendly development of relations between China and Thailand.

As the latest CIIE approaches, MISTINE’s journey in China enters a new cycle. With its strong product advantages, scientific backing, and culturally nuanced strategy, it is well-positioned to explore even more possibilities in China’s beauty market in the future.

Original:
https://mp.weixin.qq.com/s/cRzv7n_lItaCTLeV8YrDwA
Original Author: Mu Yi

November 11, 2024