发布时间：2021-11-23
导语
采访对象
Christoph K. Sanne（后文简称Chris），瑞士雷梭勒家族办公室副总裁。曾先后就职于瑞士各大化妆品及香水公司，包括Firmenich SA（瑞士、奥地利、德国、象牙海岸）、Victorinox（主要在美国和亚洲）及 Clinic La Prairie（莱珀妮抗老疗养中心），后致力于为瑞士小众创新品牌和化妆品初创企业从事高端护肤品品牌开发。
问：您是瑞士美妆护肤行业的资深从业人士。在您看来，瑞士的护肤品牌为什么能享誉全球？与其它护肤品牌相比，它的优势和亮点在哪里？
Chris：首先在于产品的质量保证。瑞士产品（比如手表）一直以高精度制造和高质量闻名世界。而瑞士的护肤品牌也同样以质量高和护肤效果显著著称。“瑞士制造”四个字即能代表产品的质量。其次是重视成分“天然”。“自然”可以说是瑞士的代名词，而瑞士的化妆品及药品也十分注重成分天然。真正的瑞士护肤品牌不含任何合成化合物或有毒化学物质，通常使用花卉、水果和根茎提取物、矿物质和精油等天然成分，每一种都经过精心挑选，达到“生物”质量标准，并通过精心设计以配合皮肤自身的自然再生系统。第三在于行业技术的领先。我们都知道瑞士的制药业非常发达，而它的护肤品研发技术也同样世界领先，并且创新不断。举个例子，热销全球的护肤品牌莱珀妮（La Prairie）依托的就是瑞士先进的活细胞护理科技。虽然该品牌后来被德国企业收购，但其所有生产研发基地依旧位于瑞士。
问：在您的从业生涯中，有哪些瑞士护肤品牌的成功经验值得借鉴？
Chris：莱珀妮（La Prairie）就是一个很好的例子。这一国际化的护肤大品牌最初起源于瑞士的一家小小的疗养中心——莱珀妮抗老疗养中心（Clinic La Prairie）。该品牌正是以瑞士自然风景为灵感理念，并以瑞士活细胞护理科技作为技术依托，传承九十年至今，已成为世界十大奢侈护肤品牌之一，也是最为享誉全球的瑞士护肤品牌之一。
问：为什么说瑞士护肤品牌非常符合中国市场近年来的趋势？
Chris：首先是中国消费者消费观念的升级。随着经济的发展和人均收入的提高，中国消费者对于护肤产品的需求与日俱增，对产品的预期也大大提升。护肤产品光靠包装亮眼已无法吸引消费者。相比之下，产品质量、肉眼可见的护肤效果才是消费者的核心关注点。因此，相比一些重营销、轻研发的国际大品牌，那些技术领先，护肤效果显著，产品线短而精的新兴小众护肤品牌则拥有更大的市场空间。同时，越来越多的中国消费者开始注重护肤产品的成分天然，这也与瑞士护肤品牌的市场定位相吻合。其次，随着中国市场的进一步扩大，瑞士护肤品行业也开始关注中国消费者的特殊需求。中国护肤品市场的需求有别于欧洲，比如更加注重“以白为美”。因此，许多瑞士护肤品牌近年来都重点针对中国市场，推出有美白亮肤、祛痘、抗衰老、紧致、抗污染、防紫外线等效果的护肤产品。
问：如果要针对中国市场开发一条护肤品产品线，有哪些细分市场值得关注？
Chris：一般来说，一个完整的护肤系列应该包括面部清洁、日/晚霜、特效乳液及精华、眼部护理和一到两款面膜。其中，解决特定皮肤问题的特效乳液及精华通常是主推产品。根据中国消费者需求，乳液和精华可以着重关注控油或美白/淡化/提亮等问题。而在品牌定位方面，可以主打有机、植物或药妆等关键词。近年来中国消费者越来越重视环境、卫生问题，对天然认证的产品及药妆产品也越来越关注。
问：那么该如何创立自己的瑞士护肤品牌呢？对于有此意向的中国投资者，您有哪些建议？
Chris：首先需要根据细分市场定位，明确一款明星产品。这款产品将会是您未来的主打产品和畅销产品，代表着您品牌的DNA，必须做到新颖和吸引人眼球。其次，品牌形象的树立非常重要，这涉及到品牌名称、标志和包装的设计，以及构思一个引人入胜的品牌故事。有很多中国投资者在瑞士购有城堡、庄园或别墅，这些都可以成为品牌形象的灵感来源，甚至可以用于设立品牌专属的疗养中心，增加品牌立体性。近年来，护肤品行业发展态势良好。据估计，到2025年全球行业规模将达到2002.5亿美元。对于有意向开创自己的护肤品牌的企业家来说，当下确实是难得的机遇。
您准备好开启自己的护肤事业了吗？
随着全球护肤品行业的高速发展，如今是在中国及其他地区推出您自己的护肤品牌的大好时机。假如您有兴趣创立自己的原创瑞士护肤品牌，雷梭勒家族办公室将竭诚为您提供帮助。
作为您的100%瑞士创新品牌建设顾问，雷梭勒可为您提供专业的业务咨询和合同服务。从品牌概念到产品销售，我们将为您提供完整的专业方案，100%瑞士制造、欧洲/瑞士真实销售，让我们助您将您的品牌变成现实！如您对该投资项目感兴趣，意欲了解更多详情，欢迎发送邮件至swiss-skincare@lasoleille.com。
英文原文
Insights by Expert: Why Is Swiss Skincare a Promising Business Opportunity for China?
Swiss skincare products are popular in the global market for using natural ingredients and for visible skincare results, and have attracted many Chinese investors in recent years. What makes Swiss skincare a global success? How does it fit in with the latest needs of the Chinese market? How to start your own Swiss skincare brand? To answer these questions, La Soleille had an interview with its VP, Mr. Christoph K. Sanne, a seasoned expert of the beauty and skincare industry. The aim is to provide Chinese investors with industrial background as well as professional advice.
Christoph K. Sanne is VP of La Soleille Family Office in Neuchâtel, Switzerland. In his professional past he worked for Swiss cosmetic and perfume companies such as Firmenich SA (Switzerland, Austria, Germany, Ivory Coast), Victorinox (mainly in US & Asia) and Clinic La Prairie before focusing on premium skincare brand development for Swiss innovative niche brands and cosmetic start-ups.
Q: As an experienced professional of the beauty and skincare industry, what do you think makes Swiss Skincare a global success? What are its advantages over other brands?
Chris: First of all, the quality of Swiss products usually speaks for itself. Switzerland has a long history of providing the best quality consumer products in the world. Think about watches. This also reflects on reliable and efficient Swiss skincare brands. Secondly, the concept of nature is a great hallmark of Swiss brands. Switzerland stands for nature like no other country in Europe. Truly Swiss skincare brands are free from synthetic compounds or toxic chemicals. Instead, many brands focus on flower, fruit and root extracts, minerals, and essential oils, each one carefully selected (often of “bio” quality) and orchestrated to work with the skin’s own natural rejuvenation system. Thirdly, advanced Swiss technologies distinguish Swiss skincare brands from all others. The fact that Switzerland is also famous for its pharmaceutical industry also reflects on the high innovation level of Swiss skincare. For example, the success of the globally renowned brand “La Prairie” is largely built on its advanced Cellular Science. While “La Prairie” is belonging now to a German group, its products are still developed and manufactured in Switzerland only.
Q: From your experience in the industry, what are the best success stories of Swiss skincare brands?
Chris: La Prairie is an excellent example. The global skincare brand started out as a small clinic in Montreux, Switzerland – Clinic La Prairie. Inspired from its origin by the Swiss nature, and with the advanced Swiss Cellular Science, the brand has carried on with its heritage for more than 90 years and has become one of the top 10 global high-end skincare brands as well as one of the most renowned Swiss skincare brands in the world.
Q: How does Swiss skincare fit in with the latest needs of the Chinese market?
Chris: First of all, as a result of economic development and a growing disposable income, Chinese consumers now have higher expectations for skincare products. A beautiful packaging is not enough anymore – the content is key, “efficiency” and “visible results” are key words. Moving slowly away from big brands which invest more in marketing than in formulations, “niche” brands are increasingly successful, young brands which are technically advanced with proven results and with a small but effective range of products. What’s more, Chinese consumers are increasingly sensitive to environmental and hygienic issues, and are paying more attention to natural-certified products, which is a huge market opportunity for Swiss skincare brands. Secondly, Swiss skincare industry is also paying more attention to the special needs of Chinese consumers as they differ from those of the European market. For example, Chinese generally consider having ‘white’ skin as a major criterion of beauty. Thus, Swiss intelligent skincare brands do adapt to this characteristic of the Chinese market, by selling skin whitening / lightening products, or acne treatments, anti-aging, firming, anti-pollution / UV light products for example.
Q: What are the Niche market opportunities in China for Swiss skincare brands?
Chris: Generally speaking, a small but complete skincare line should consist of cleansing, day / night creams, specific problem-solver cream and serum, eye-care and one or two different masks. Problem-solvers are important. According to the specificities of the Chinese market, products against excess sebum and whitening / lightening / brightening products can be of special focuses. In addition, when doing brand positioning, keywords such as organic, bio, vegan, or cosmeceuticals can be featured, as they have been the latest trends among customer needs in China.
Q: So how do I start my own Swiss skincare brand? What are your suggestions for Chinese investors?
Chris: First of all, choosing a “hero” product is a key step – the one which will be your bestseller, the “DNA” of your future brand, the most innovative and exciting product. Second of all, brand image can be important. This involves a suitable name, an original logo and an emotional design - and an impressive story to tell your new clients. Castles, estates or villas owned by Chinese investors can be a source of inspiration. They can also be turned into skincare centers with the brand name so as to add dimensions to its image. The skincare industry is facing a boom, with experts predicting that it will be worth around $200.25 billion globally by 2025. That is indeed an incredible opportunity for aspiring entrepreneurs interested in starting a skincare line.
ARE YOU READY TO START YOUR OWN SKIN CARE BUSINESS?
With the skincare industry in China and beyond growing rapidly, now is a great time to unleash your own skincare brand in China and beyond. If you are interested in creating and selling your own original Swiss skincare brand, LSFO is delighted to help you out! LSFO is a 100% Swiss innovative brand building adviser who offers premium business development and contract manufacturing services. We will provide a whole package plan, from brand notion to sales and distribution, for your skincare brand which will be manufactured and actually sold in Switzerland and across Europe. Let us help you bring your brand to life! More info under swiss-skincare@lasoleille.com.
本文转载自雷梭勒家族办公室，如有侵权，敬请告知删除。
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