In recent years, domestic makeup has been constantly emerging and attracted attention, and can even compete with foreign big brands. According to data from the People's Daily Research Institute, the attention to domestic brands in the beauty industry increased by 45% in the five

In recent years, domestic makeup has been constantly emerging and attracted attention, and can even "compete" with foreign big brands. According to data from the People's Daily Research Institute, the attention to domestic brands in the beauty industry increased by 45% in the five years from 2016 to 2021. In addition to the mid-to-high-end brands such as Huaxizi, which have been popular in recent years, brands with the main goal of the mid-to-low-end market are also favored by many consumers.

However, just recently, Xinhuanet released a message "These cosmetics are non-compliant! You may be using it, reported that in the 2022 national cosmetic supervision and random inspection, the Guangxi Zhuang Autonomous Region Food and Drug Inspection Institute and other units were inspected by the Guangxi Zhuang Autonomous Region Food and Drug Inspection Institute and other units, the Kazilan Beauty Big Beauty BB Cream , Anre Sand Water-Energy Outdoor Clear Sunscreen Milk and other 20 batches of cosmetics do not meet the regulations.

According to public information, Kazilan has always focused on cosmetics since its establishment in 2001 and is known as the "all-round champion" in the lipstick industry in the industry. As early as 2018, the annual sales of the Kazilan brand reached 6 billion yuan. Therefore, whether in terms of its establishment time or sales scale, Kazilan can be regarded as the "big brother" in the domestic cosmetics industry. So, why did this big brother "fall out" this time?

01

Extra ingredients have not been registered, and additional sunscreen has caused controversy

According to the National Medical Products Administration notice, the Kazilan beauty big guy who failed the test this time, the BB cream and Anresha Water can outdoor clear sunscreen milk. The test results are sunscreens not marked with the product label: ethylhexyl cinnamate .

ethylhexyl methoxycinnamic acid, also known as OMC, is a relatively common oil-soluble UVB sunscreen on the market. Its absorption wavelength is between 290-320nm and has relatively low irritation to the skin. Currently, this ingredient is included in the "Catalogue of Cosmetics Raw Materials". "Technical Specifications for Cosmetic Safety (2022 Edition)" draft for soliciting opinions clearly points out that the maximum allowable concentration of ethylhexyl methoxycinnamate when using cosmetics is 10%.

In fact, ethylhexyl methoxycinnamate sunscreen is a conventional ingredient in cosmetics. There are many products containing this ingredient in cosmetics. Estee Lauder , Lancome , L'Oreal and other international leading brands are also used.

But it is worth noting that if a sunscreen is added, it means that the function of the product is sunscreen. The "Kazilan Beauty Big Luxury BB Cream" that was found to not meet the regulations this time, its main function is to conceal, isolate, and enhance the skin tone. In other words, This BB Cream does not focus on sunscreen, and adding ethylhexyl methoxycinnamate sunscreen is not in line with common sense.

Taobao store introduces Kazilan beauty celebrity luxury BB cream

According to relevant laws and regulations, all ingredients must be marked on the cosmetic packaging, and the ingredients list must be consistent with the filing approval documents. Therefore, cosmetics need to be re-registered after changing the formula. Some manufacturers either change the formula without filing for the convenience of the process; or reduce or replace certain ingredients without authorization in order to save costs; or add certain ingredients without authorization in order to improve product effectiveness. These behaviors are all violations of laws and regulations. Once found out, they will be held accountable by the state.

In addition, ethyl hexyl methoxycinnamate as a sunscreen has always contained safety controversy . On the Xiaohongshu platform, several beauty ingredients party bloggers can be found to release notes, warning consumers to "lightning protection" cosmetics containing ethyl hexyl methoxycinnamate in their products, saying that it is an "unsafe chemical sunscreen" and is a "banned" ingredient for pregnant women.

At present, this product cannot be searched in the Tmall official flagship store.

02

Kazilan cannot stop at big eyes

Volkswagen's evaluation of Kazilan has always been good. In addition to its affordable products, the long-lasting "Kazilan Big Eyes" is the main reason.

"Cati Lan Big Eyes" first appeared in the advertisement endorsed by Jolin Tsai . It refers to the effect of "magnification" after using Kaati Lan mascara, and was later used to praise others for their big eyes and long eyelashes.

I don’t know where to start, netizens started playing with ad slogans and created various jokes - "blind my big eyes" and "open my big eyes".

Just recently, the #Kazilan Dadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadada

Kazilan's move undoubtedly attracted a wave of attention in front of the public again. Based on past brand experience, a strange trademark can always bring a wave of popularity to the brand. For example, Alibaba registered Jingxi, Zhong Xue Gao registered Zhong Xue Xiao, Lao Gan Ma registered Lao Aunt, etc.

Before that, Kazilan has been strengthening the brand impression of "Kzilan Big Eyes" in front of the public. For example, at this year's Apple launch conference, Kazilan caught the popularity of the iPhone 14 Pro Lingdong Island and promoted the "Smart Big Eye" for the product.

But what cannot be ignored is that Kazilan, as a domestic brand, has not developed well in recent years.

According to relevant data, Kazilan sold 6 billion yuan in 2018. According to the financial data of Perfect Diary , in the first three quarters of 2020, the company's revenue was 3.272 billion yuan, and the operating revenue in the fourth quarter of 2020 was 1.96 billion yuan. According to this calculation, Perfect Diary's annual revenue in 2020 was 5.232 billion yuan. In other words, in , the dark horse of the beauty industry, Perfect Diary, has reached the level that Kazilan, a leading domestic beauty company, has reached in 20 years.

For a long time, Kazilan's price positioning is mid- and low-end brands, and its consumer positioning is young commuters in second-tier cities and young people in third- and fourth-tier cities. However, with the rise of more domestic brands, consumers have more choices. For example, Hua Xizi's carved lipstick, Perfect Diary's small heel lipstick, or Fruitted Lipstick, these products are updated and iterated very quickly, and their products have their own characteristics.

However, Kazilan, founded in 2001, has been focusing on the lipstick market since 2002. However, according to relevant statistics, Kazilan lipstick is extremely "slow" in the update of product , and will only be updated once every 4 years on average. This update speed obviously cannot grasp the "trend" pursued by lipstick.

"Carzilan Dadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadadada The answer is no. As consumers' consumption awareness increases, they will have more requirements for quality. In previous interviews with the media, Tang Xilong, CEO of , mentioned the importance of the product itself many times. "The more products are made, the better. If we want to do it, we must make high-quality products and do things that others don't have."

. According to the survey statistics released by " Consumer Reports " in October 2021, in the field of beauty and skin care, Hua Xizi, Perfect Diary, and Natural Hall ranked in the top three, accounting for 39.2%, 35.5%, and 25.3% respectively. Following closely behind are pechoin , Kazilan, maogeping , and orange blossoms, all accounting for about 23%-24%.

Kazilan can rank among the top five domestic beauty products, which also indirectly reflects that its persistence in concepts can be recognized by consumers. Of course, only with good products can you win a good audience. I believe Kazilan can provide an answer that is more satisfactory to consumers.