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面临這類環境，不少洗護品牌也借此機會纷繁出生避世，数据顯示,2021年我國洗護市場范围到达536.36亿元,年复合增加率為5.8%。浩繁品牌当中，人們巴望有一款真正解决痛點的產物，能讓本身的頭發早日離開苦海，那無妨讓咱們走進下面這家品牌。
「BLAIRSOM」是来历于澳大利亚的小我及家庭照顾護士品牌，最草創立是由于配方師汤姆好朋侪的女兒得了頭皮炎症，為解决這一問題，汤姆决议發現一款真正有效的洗發水。品牌缔造性采纳精選深海胶原卵白肽與澳洲植物精油的連系，為大師供给有用的抗油食谱，解决用户頭皮問題。
近日，《新消费造物者》專栏采访到了远在澳大利亚的「BLAIRSOM」市場营销司理 Mr.Joshua Lucisano，本次采访為英文彩访，并采纳中英連系的顯現情势，意在更好更正确地表达Mr.Joshua Lucisano的概念和看法，同時讓大師能進一步领會「BLAIRSOM」的成长進程和上風地點。
▲《新消费造物者》085期專访佳宾
「BLAIRSOM」市場营销司理
Mr.Joshua Lucisano
01
以“帮忙老友女兒减缓頭皮炎症”
為出發點
《造物者》：創建「BLAIRSOM」的缘由和機遇是甚麼呢？
Creator：What are the reasons and happenstances for starting Blairsom？
Mr.Joshua Lucisano：
這一切始于「BLAIRSOM」的配方師汤姆。那時，汤姆發明他好朋侪的女兒艾玛得了紧张的頭皮炎症。為领會决這個問題，艾玛的怙恃测驗考試了各類洗發水，但艾玛的頭皮状态一向没有改良。汤姆决议發現一種自然的洗發水, 一種對付艾玛来讲暖和且可以有用地改良頭皮康健状态的洗發水。而這就是「BLAIRSOM」出生。
The main reason is from Blairsom’s formulator, Tom van Wunnik. Back in the day, he found out that his good friend’s daughter, E妹妹a suffered from severe dermatitis condition on the scalp. In order to treat this problem, E妹妹a’s parents tried va按摩泡腳桶,rious over the counter shampoos but免膠自粘假睫毛, no improvement to E妹妹a’s scalp condition. Tom knew about this problem. He wanted to formulate a shampoo that is gentle for E妹妹a, yet effective in improving the scalp health conditions. He decided on creation of a natural shampoo until the birth of BLAIRSOM.
《造物者》：品牌的方针消费人群和他們的消费需求是甚麼？
Creator：Who are the target consumers? What is the consumption demand of them?
Mr.Joshua Lucisano：
「BLAIRSOM」的方针客户是那些今朝可能正在履历各類頭皮問題，如脱發、頭發粗拙、细、干燥或受损的，春秋在22-48岁的男女性消费者。针對的方针市場是已利用雷同產物或愿意测驗考試有助于連结頭皮康健和预防的產物的人群。
The target market for Blairsom is aimed towards male and females aged between 22-48，those adult consumer. They currently may be experiencing various scalp concerns such as hair loss, coarse, fine, dry or damaged hair. Aiming at a target market that already use similar products in the market or patients are willing to try new products that assist with maintaining scalp health and prevention.
02
以“深海胶原卵白肽+自然植物精油”
為上風
《造物者》：品牌對峙的“天然與康健連系”這一理念是如安在產物中表現的？「Bl鹹酥雞推薦, airsom」產物的总體特色和研發思绪是？
Creator：How is this concept The ideal standard for human is "natural"and "healthy"reflected in products? What are the features of Blairsom’s products? What is the main thoughts of research and development of products?
Mr.Joshua Lucisano：
咱們的產物可以經由過程深海胶原卵白肽、澳大利亚自然植物精油和其他原料的連系，為所有與頭發有關的問題供给完备的護發解决方案。
Blairsom產物采纳自然萃取的澳大利亚植物精油，連系深海胶原卵白肽，解决皮膚和頭皮的照顾護士問題。產物的方针是經由過程利用Blairsom系列產物来重修皮膚和頭皮康健。
The product can provide a complete hair care solution to cover all the hair related problems through the essence of marine collagen and the effectiveness of the Australian native essential oils as well as other ingredients.
Blairsom products uses the natural extraction of Australian native essential oils as well as the combination with the essence of marine collagen to battle skin and scalp conditions. The aim of this product is to restore the health of our skin and scalp through the usage of Blairsom series.
《造物者》：可否简略先容一下產物矩阵？
Creator：Could you please briefly introduce the product matrix of Blairsom?
Mr.Joshua Lucisano：
Blairsom草本系列-洗發水、護發素、洗澡露
Blairsom Herbal Series – Shampoo, Conditioner, Body Wash.
布伦森草本清新洗發水是澳大利亚第一款深海胶原卵白肽洗發水，添加了怪异的澳大利亚自然植物精油夹杂物，可以干净毛囊并久长保湿，讓你的頭發感受清新不油腻。该產物可讓你轻松應答干燥、粗拙、分叉、油腻和受损頭發的挑战，讓你的頭發具有年青天然的光泽。
Blairsom Herbal Refreshing Shampoo is Australia’s first marine collagen shampoo with added unique blend of Australian native essential oils that cleanses the hair follicles and provides long-lasting hydration, leaving your hair feeling refreshed and also non-greasy. The product allows you to easily cope with the challenges of dry, coarse, split ends, oily and damaged hair, giving your hair a youthful natu再生牙膏,ral shine, which are all ones want.
布伦森洗發水
布伦森草本修复護發素是澳大利亚第一款深海胶原卵白肽加澳大利亚自然植物精油的護發素。旨在修复受损頭發，規复每缕頭皮的水份，增长發量和光泽。常常利用咱們產物的人在頭發外觀上可以看到较着區分。
Blairsom Herbal Repair Conditioner is Australia’s first marine collagen plus Australian native essential oils formulating hair conditioner. Designed to repair damaged hair and restore moisture to each strand of hair for increased volume and shine. Regular users of our products have seen a difference in the appearance of their hair.
布伦森護發素
布伦森草本滋養洗澡露是澳大利亚首款含有深海胶原卵白肽加澳大利亚自然植物精油的洗澡露。這款洗澡露含有保湿复合物，能浸透最必要保湿的皮膚表层。這類怪异的配方能發生长期的保湿感化，讓肌膚連结清新。
Blairsom Herbal Nourishing Body Wash is Australia’s first body wash containing the essence of marine collagen as well as the goodness of Australia native essential oils. This body wash is specially formulated with moisturizing complex to penetrate the top layer of the skin where hydration is needed most. This unique formulation creates long lasting hydration, leaving your skin feeling refresh for hours.
布伦森洗澡露
《造物者》：產物的配方基底成份有甚麼@感%XwSBz%化或上%7t56R%風@嗎？
Creator：What are the base ingredients of the products? What are the functions and advantages?
Mr.Joshua Lucisano：
说到產物的原料，深海胶原卵白肽是從鱼和海洋生物中提取，是所有類型的胶原卵白肽中吸见效率最高的,可以穿透各层皮膚。深海胶原卵白肽對情况友爱且来历可延续。晋升這類類型胶原卵白肽的程度可以帮忙皮膚看起来加倍紧致有弹性，帮忙皮膚细胞正常更新修复，這是深海胶原卵白肽的最大长處，同時也是產物的长處。澳大利亚自然精油可以平安干净深层毛囊，有助于皮膚状态的改良，連结水润，同時更好地讓其他原料一块兒阐扬感化。
Spoken about the ingredients, as of the Marine Collagen, is made of collagen peptides extracted from fish and marine animals as well, it has the most efficient absorption of all collagen types across the skin layer. Marine Collagen is environmentally friendly and also can be sourced quite sustainable. Increasing this type of collagen can help your skin look a lot firmer, increase smoothness when you touch the skin, and also help the skin cells renewing and repairing normally. Probably this is the biggest advantage of Marine collagen, which is also the advantage of the ingredients of this product. Australian native essential oils are safe and deeply cleanses the hair follicles, which obviously assists with that skin and a topic demister of condition. And leaving the skin feeling hydration, also helps with the synergy to get effective to top of ingredients together.
《造物者》：產物原料的适配性和生物提取技能的怪异性體如今哪些方面？
Creator：What are the adaptability of raw materials and the uniqueness of biological extraction technology？
Mr.Joshua Lucisano：
深海胶原卵白肽的水解是其有用的關頭，水解象征着将胶原卵白肽分化成细小颗粒,可以穿透肌膚從而更好吸取；而對澳大利亚自然精油的特别提取也實現了更小的份子布局，讓皮膚和頭皮更好地吸取。這些原料被利用到「Blairsom」的產物中，加强對皮膚和頭皮的照顾護士结果。
So, with the marine collagen, in order to be effective, it need to be hydrolyzed, means the collagen is broken down into little bits in order to be absorbed across the skin, and these tiny particles let for better absorption; and what the special extraction of Australian Native Essential Oils does to achieve this, is simulate into small molecule that you can get absorption across the skin. These formulate into our Blairsom’s products to achieve this, and by doing this enhancing the effect on our skin and scalp.
图片為布伦森洗發水
《造物者》：怎麼經由過程供给链辦理来包管研產生產環節的平安性？
Creator：How to ensure the safety of R&D and production through supply chain management?
Mr.Joshua Lucisano：
咱們的團队對各類原料的成份有着深度领會，帮忙咱們拔取制造每種產物所合用的各類自然原料，咱們對峙严酷的國際制造尺度，采纳了怪异的生物化學提取技能，開創性的把澳大利亚自然植物精油和深海胶原卵白肽連系利用。咱們對峙所有產物均利用環保的自然原料, Blairsom的三個產物就是最佳的表現。
Our team does have an in-depth understanding of a wide range of ingredients that assists in determining the suitability of each product that we manufacture. So, there are nature ingredients and also a holist of available ingredients is chosen to formulate into our products. We also adhere to strict international god line in terms of manufacturing practice. We utilize unique biochemical extraction technology and are among the first to introduce Australian native blends with unique marine collagen as well. We strive to only use natural ingredients, That’s evidence of these three products in the Blairsom series.
布伦森產物图（品牌方供给）
03
以“细分市場钻研、解决頭皮老化”
為方针
《造物者》：今朝在中國的贩賣渠道有哪些？针對中國市場采纳了哪些响應的营销方法？
Creator：What are the sales channels in China by now? What marketing methods have been adopted in China market?
Mr.Joshua Lucisano：
在中國，咱們經由過程線上線下两種方法贩賣，明顯，線上贩賣是此類商品的重要营销模式。消费者可以經由過程天猫、京東、考拉海淘和小红书等平台采辦Blairsom。Blairsom系列產物也經由過程各大都會的線下零售店贩賣，消费者可以在如伊藤洋华堂、中國免税店、三福時尚、Choice（银欧美選）、Haydon和Blaw這些雷同的商铺找到咱們的產物。
In China, our sales channels are both online and offline, Online is being dominating in the market across the world of these products. Chinese consumer are able to purchase Blairsom through T-mall、JD.com、Koala、Little Red Book platform etc. Blairsom products are also available in certain s包皮矯正神器,tores across major cities in China, such as Yokado、CDF、Sanfu、Choice、Haydon、Blaw Store etc.
對付中國市場，咱們采纳了全渠道营销计谋。在所有渠道、终端和平台上去推行產物和辦事，利用同一的信息、视觉结果和鼓吹物料，确保消费者會获得一致的品牌和產瘦身飲品,物體驗。咱們為分销商的贩賣團队供给關于咱們品牌和產物的周全培训。對付品牌和產物的周全深刻领會可以供给更好的消费者體驗的，從而获得主顾的信赖和客户體驗。至于線上营销，咱們拔取天猫作為Blairsom的品牌旗舰店。同時，也在摸索各類多样的新媒體渠道，比方小红书平台、抖音這些消费者在線評论平台。
For the Chinese market, we adopted the omni channel marketing strategy. Omni-channel marketing is a method where businesses promote their products and services across all channels, devices, and platforms using unified messaging, cohesive visuals, and consistent collateral. Omni-channel marketing ensures we reach customers where they are with a relevant and on-brand offer. We work together with our distributor, provide extensive training on our brand and products to their sales team. Better understanding of the brand and products are the key to provide a great consumer experience hence gaining consumer trust and trial of the brand. As for the online marketing in China, we have utilize T-mall as the flagship of the brand. We are also exploring various new media channels, for example Little Red Book platform, TikTok, consumer personal online review platform. etc.
《造物者》：對付分歧地域的市場差别，有無市場開辟的履历可以分享？
Creator：Regards of the characteristics in different regions, is there any experience of market development can be shared?
Mr.Joshua Lucisano：
我認為最首要的是领會市場的真實需求。咱們必要领會消费者想要甚麼。就像你提到的，那些有身的或有婴兒的人群，會偏向于利用自然產物，咱們听到了不少雷同的消费者的需求，我認為Blairsom 系列產物解决了很多問題。在進入市場以前，咱們将對不异市場细分举行對應的市場阐發和钻研。阐發范畴包含消费者习气、消费能力、同類细分商品的贩賣额和消费者糊口方法和咱們栖身的都會情况等。
I think the most important thing is to understand the real demand in the market. We need to understand what the consumer wants. Like you mentioned before, those becoming pregnant or having a baby are opting for nature product, and we hearing this more and more, Blairsom does that quite accurately. We will conduct a specific market analysis and research on the similar categories prior to entering the market. This analysis includes consumption habits, consumption ability, sales of similar categories, consumer lifestyle and urban environment which we living in etc.
布伦森產物图（品牌方供给）
《造物者》：「Blairsom」将来的品牌方针和愿景是甚麼？
Creator：What are the brand’s goals and visions for the future?
Mr.Joshua Lucisano：
頭皮的朽迈速率是面部的6倍, 若是頭皮是油性的，那就是頭皮老化的表示。與面部比拟，咱們常常轻忽頭皮和身體其他部門的康健。在Blairsom，咱們但愿研發一系列產物来解决皮膚和頭皮碰到的分歧問題。咱們信赖人類抱负糊口的尺度是天然和康健，咱們但愿借用天然的气力去耽误皮膚的康健状况。
The aging of the scalp is actually 6 times faster than the face. If the scalp is oily then it is a sign of scalp aging. We often neglect the health of our scalp compared to our face and other part of body. At Blairsom, we hope to develop a series of products to combat the different problems of skin and scalp. We believe that the ideal standard for human is "natural" and "healthy". We are hoping that future products will be able to assist in combat this aging problem. |
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發表於 2024-6-20 16:53:30
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