When we talk about attitude, what comes to mind? Personality, uniqueness, charm—when these abstract adjectives come together in a brand, what kind of chemical reaction will occur? Especially in the current market trend that values efficacy more, how should brands concretely express attitude, inject vitality, and present a more three-dimensional, personalized image to consumers. As GROWN ALCHEMIST enters the Chinese market for its first anniversary, let's explore this Australian skincare trend brand, praised externally as pioneering, bold, and highly dynamic.
Brand Attitude and Audience Attraction
Eco-friendly and Practical Product Packaging
At the same time, GROWN ALCHEMIST showcases its bold, personalized, pioneering, and dynamic brand attitude, attracting an audience that aligns with these core values. As Thomas Koulopoulos mentions in "The Layer Effect," "Young people care more about the user tags behind purchasing decisions." This reflects the unique charm of the GROWN ALCHEMIST brand. Its distinct brand attitude attracts consumers with the same philosophy, making the brand a symbol where users find a sense of belonging, fostering deep consumer recognition and high user loyalty. GROWN ALCHEMIST, by giving the brand a humanized persona, becomes an "alchemist" that deeply resonates with the heart.
Precise Communication and Product Experience
In today's increasingly fragmented and shareable media era, brands urgently need precise communication strategies to ensure consistency with brand objectives and tone. This means that at any touchpoint, consumers can perceive a seamless and unified brand image. To this end, GROWN ALCHEMIST has proposed a brand concept targeting pioneering urban players, focusing on a healthy, joyful, and safe, effective skincare experience. Through its product range from primers, skincare serums, creams, toners, lip balms to shower gels, body lotions, hand washes, and hair care series launched overseas, GROWN ALCHEMIST strives to provide comprehensive skincare solutions. Currently, in China, GROWN ALCHEMIST has launched over 30 products priced around 400 yuan.
Star Products and Skincare Philosophy
GROWN ALCHEMIST products like the "Little Pink Tube" primer gel, "Polish" Blue Tube, "Revive" Amber Bottle, and Hydrating Day Cream are hits in the market, catering to the diverse needs of urban consumers. They advocate a simple and effective skincare method, returning to the essence of skincare. The "Little Pink Tube" saw Tmall International sales increase fourfold in a month and became the top-selling primer product at Sephora, with multiple star products also winning top spots in other categories. This success is owed to the scientific formulas and patented technologies behind GROWN ALCHEMIST products.
For example, the "Little Pink Tube" primer gel, with its unique patented technology, can quickly form a protective film on the skin, while incorporating natural botanicals like reishi mushroom, South African ashwagandha, and probiotic peptides, fulfilling multiple skincare functions such as soft-focus concealing, long-lasting wear, and skin repair.
Aikome continues its brand philosophy of health, purity, and quality in product packaging design. Based on pragmatism and eco-friendly concepts, the product packaging features a minimalist design that blends harmoniously with various home styles. Aikome's packaging system is conceived and crafted with a balanced, approachable aesthetic, using recyclable hardened PET, aluminum, and glass instead of traditional PP plastic. This decision is made based on the product's ingredients and usage scenarios, highlighting the concept of innovation and environmental compatibility.
Essence products are packaged in amber medical-grade glass bottles that protect against UV erosion and maintain the active ingredients. Small-sized hand creams and body lotions use convenient aluminum tube packaging for easy carrying and use. For products like facial cleansers and hand cleansing gels, considering their use in slippery environments, eco-friendly PET material is used to ensure safety and prevent breakage. When selecting pop-up shop locations, Aikome relies on its brand spirit to resonate deeply with the local culture, neighborhood environment, and consumer groups.