[New Insights] Column·Special Report This is the 12th brand report of the "Beauty Headlines" cutting-edge insights column, which will introduce you to the high-end salon brand La Terapia. La Terapia not only believes in the quality brought by time and polishing, but also believes

[New Insights] Column·Special Report

This is the 12th brand report of the New Insights column of "Beauty Headlines", which will introduce you to the high-end salon brand La Terapia. La Terapia not only believes in the quality brought by time and polishing, but also believes in "slow life from scratch", and the two founders also completed the transition from "layman" to insider through the brand.

One is responsible for media and marketing at Stella McCartney in London, and one is responsible for corporate mergers and acquisitions financing at fintech unicorn companies in New York and Hong Kong. Instead of doing a good job, they want to sell shampoo. This is probably what many people originally thought about the two founders of the La Terapia brand.

does not have any channel resources; has no domestic connections; is not an Internet celebrity with its own traffic; has no experience in the cosmetics industry; does not intend to collect IQ tax... Just like these two "laymen" with overseas life backgrounds, resolutely I chose shampoo, an already highly competitive field.

And their obsession with shampoo comes from two words - dissatisfaction.

is dissatisfied with the hard-working and low-key details. If you don't follow the trend and hype concepts, there will be no way out;

is dissatisfied with the full set of visual design and formula development, insisting on originality, but can't compete with plagiarism that can be seen everywhere;

is dissatisfied with the fact that China clearly needs quality that can benchmark foreign salon lines. Care products are rarely developed.

As a new generation of entrepreneurs in China, they want to change all this.

Ever since, they started from scratch and started doing everything by themselves. Some of them can shave their heads to facilitate product testing; they can "seek" professional advice for a certain knowledge point; they can take on multiple positions for the brand, such as design, formulation, legal affairs, finance, etc.; He broke the trust of his customers, flew to the factory in person, and spent five days trying to get the factory to cut off production schedules... Such a down-to-earth founder has to be admired.

La Terapia was founded by Joanna and Sophy

Perhaps after listening to their stories, you will believe that they are just making a shampoo that they want to use, because before La Terapia was founded, the two founders could not find a shampoo in China. A shampoo that you can use yourself.

From "layman" to insider
The two girls regard the factory as their "second home"

They hit it off immediately and both believe that brand building is the direction of development of new consumer goods in China. They also have similar aesthetic preferences and entrepreneurial ideas. There was a huge interest in scalp care, so the two hit it off and established La Terapia.

At first, the two girls were trying to cross the river by feeling their own way. After going through various stumbling blocks, La Terapia was finally officially launched in March this year. Joanna said in an interview with a beauty headline reporter that La Terapia is named after Yu, which means The Therapy in Italian, which means healing. For her, it is a "medicine" that heals the body and mind. The Chinese name of the brand is "Liaoyu", which sounds the same as "healing" and also means "understanding in the heart".

Just like the brand name, La Terapia believes in the quality brought by time and polishing, and also believes in "slow life starting from scratch".

When it comes to hair washing, what consumers most often use is nothing more than "shampoo + conditioner", which have also become the most classic combination in the field of hair care. In contrast, for skin care, the development of the washing and care market is far from sufficient. Joanna believes that the focus of washing hair is to wash the scalp, but the scalp actually needs the same delicate care as the skin.

In order to provide consumers with the best products, the factory has become their second home. During the year of La Terapia, Joanna and Sophy had neither salary nor life. They worked from the moment they opened their eyes to the time they closed their eyes. After experiencing countless "failures", they finally ushered in success. Two girls with no experience established a high-end scalp care brand with guaranteed quality, which is both admirable and scary. After all, the competition in the domestic care market is so fierce that experienced professionals are still struggling, not to mention the two. A girl working abroad.

Luck is the result of hard work.
Use products to let the brand "speak"

Therefore, as a new generation of entrepreneurs in China, Joanna and Sophy can be said to be lucky, but these lucks are all the result of hard work. They are also two people. The result of joint "tossing".

Every brand has natural brand barriers and moats, and La Terapia’s two founders’ own experience and vision determine the brand’s philosophy. In their understanding, the current overheated traffic competition is by no means the end of the market. Accordingly, traffic harvesting cannot become a true brand barrier. Products are the biggest guarantee for the brand. The two founders of

used their overseas resources to gather the world's top R&D capabilities. The scientists in La Terapia's laboratory team have 30-50 years of research and development experience. They come from the world's top companies such as Estee Lauder and Procter & Gamble, and have led the formula research and development of many familiar consumer brands. The

brand was launched in March this year. It took more than 200 days from the idea of ​​establishing the brand to the official launch of the product. During these more than 200 days, they kept trying and making mistakes every minute and every second. Most European and American brands cater to the hair care needs of foreign consumers. In order to produce a high-quality shampoo formula system that is most suitable for Chinese people, 36 formula changes were completed in the 90 days from August to October. Before the product was officially launched, it underwent evaluation and feedback from thousands of consumers on 5,000 sets of samples... From the beginning of the brand's establishment, although there were many "pitfalls" on the road to entrepreneurship, the support of consumers was Joanna and Sophy. The biggest motivation to persevere.

is based on the shampoo line of top European and American salons, and innovates and refines the formula to make it more suitable for the demands of modern Chinese people. For example, sea salt crystals from the Dead Sea are specially processed, Arabica coffee particles are added, and it is creatively used in scalp care to absorb oil, promote blood circulation, and improve hair root support.

From the complete design to the formula and fragrance, everything is original from scratch, coupled with targeted innovation, La Terapia is down-to-earth in making every product. The two founders also personally control every aspect of the product, from concept to concept. , to packaging materials, to design, to formula raw materials and final product form. Joanna said bluntly that good products speak for themselves, and she hopes that La Terapia can become a brand that everyone in the industry will benchmark against in the future. In addition to the excellence and hard work of the two founders,

is also inseparable from the support of the team behind it. Not to mention the strong R&D capabilities, the design team is also a young talent who graduated from the School of Visual Arts in New York. Even before the product was launched, the complete set of visual designs had already won the IDA Design Award. In addition, La Terapia has dedicated perfumers in Italy, so the smell of its products has distinctive Italian characteristics.

Live a slow life from scratch
Hair care also requires a sense of ritual

Adopt a relatively "inhumane" brand strategy. Contrary to most brands' large-scale sales volume, La Terapia hopes to treat every consumer as a friend. Integrate the concept of "slow life" into every bit of communication to establish emotional connections with customers. In fact, La Terapia found that the two founders spent 99% of their time on product polishing and establishing emotional connections with consumers. Because they did not come from a professional background, they had to put in more effort to get what they wanted. desired result.

Sophy said that La Terapia has just started, so the brand is defined as a potential brand with long accumulation and thin development. So far, La Terapia has done almost no marketing and allocated more energy and investment to new product research and development, trial and error, design and other aspects. But I'm very pleased that the brand's sales are currently very good, and it's fortunate to have received attention from the fashion industry. I'm glad that everyone likes this brand because of its excellent product quality.

Because we want every product to be perfect and to control the quality, La Terapia has no plans to open a Taobao store yet, because some of the brand’s raw materials come from Italy and other European countries. For example, in the early days, some of them were brought back by Joanna herself. , this part of the refined raw material selection and post-production has also temporarily decided not to go to Taobao in the short term. It is reported that La Terapia currently only has WeChat mini programs and offline high-end fragrance and lifestyle collection stores. The brand adopts a small but precise advertising strategy, neither spreading large quantities nor planting in large quantities. It relies more on word-of-mouth marketing to cause self-spread in the circle, because customers are the best KOC for La Terapia.

China's new consumer goods industry as a whole is in a stage of transformation, from standard products where traffic is king to a brand era where hundreds of flowers bloom, pursue individuality, and meet the advanced needs of circles, and are truly built with content, value, and quality. The new generation of brands will enter the market and slowly rise and be seen by consumers. For La Terapia, she doesn’t necessarily limit herself to the concept of “scalp care”. Because the brand hopes to represent a lifestyle of "living a slow life from scratch", which is urgently needed in this era of involution. It originates from the founder's life experience in Europe, but it will There are many extended forms.

La Terapia's first series is divided into four products. The order of use is: scalp cleansing cream - shampoo - hair conditioner - scalp essence. In 2021, La Terapia will continue to iterate on its current star SKUs in terms of products. At the same time, it will continue to delve into the scalp care segment and launch some innovative products for various types of scalp and extended hair problems to solve them one by one. Consumers' demands are constantly evolving. After all, La Terapia is very determined in focusing on scalp care.

As a high-end salon-level brand, La Terapia is more than just talking about being serious about the scalp. "Live a slow life from scratch", let's see how these two girls use the brand pace of slow work and meticulous work to bring unique surprises to the industry!

The industry environment is changing rapidly, and a new wave of consumer revolution is coming. Under the new business form, cutting-edge beauty brands have emerged one after another. Beauty Headlines·New Insight Column allows you to see more cutting-edge forces. At the same time, we look for new and cutting-edge beauty brands with unique potential, and record and explore the stories and logic behind the brands.

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