For the first time in the exhibition, Memphis Family created

Due to the large consumer population base and relatively low consumption awareness and use costs, Facial Mask products have almost become a necessity for beauty consumers to "use up immediately". Brands can quickly expand the market scale and gain a foothold by virtue of the high penetration characteristics of facial Mask categories. However, with the increase of entrants and the upgrading of skin care demand, the competition of facial mask track has become complicated.

△ Film method family booth

The goal of this year's exhibition is to showcase the brand's determination to expand in all channels, especially offline channels
On May 12-14, 2023, the 27th Shanghai American Fair, which has attracted the attention of the American industry, was held in Shanghai New International Expo Center. For the first time, Memfa Family, which has specialized in facial mask for 16 years, participated in this industry event as an exhibitor, announced the latest store image and product image, and brought the brand's latest scientific research achievements.
Our focus will be on more sophisticated technological research in products, such as biotechnology and clinical efficacy, as well as the application of dermatology. More importantly, based on these fields, we will provide Chinese characteristic medicinal plant ingredients to consumers in safe and effective forms in different products. Through more segmented efficacy and targeted technology, we will provide comprehensive protection to meet consumers' skincare needs
Through the exhibition, Mufa Shijia hopes that the industry can see deeper value communication from the brand, work together to endow domestic beauty with technological strength and Chinese cultural connotation, and jointly promote the high-quality development of the Chinese cosmetics industry.

Dual innovation of "composition+form"

Three new facial mask "blow up"
The biggest challenge we have faced in the past year has been the uncertainty of the market and the overall downward trend of consumption. "The relevant person in charge of Memfa Family was interviewed by C2CC Media X New Makeup on site at the US International Fair
In response to market changes, Mufa Shijia has thoroughly upgraded and improved its product from ingredients to formula to packaging visual. At the same time, based on consumer needs, it has made many attempts to differentiate its ingredients and innovate product forms.
For the first time participating in the US International Fair, the biggest highlight of Memfa Family is in the product side.

△ Membrane method family's ninth generation mung bean cleaning mud film

The first single product mung bean mud facial mask of the film method family in this exhibition has been upgraded to the ninth generation mung bean cleaning mud film, which has three patent ingredients and triple technology support. The exclusive ingredient patent mung bean skin extract and patent organic mung bean fermentation liquid jointly developed by the film method family and South China University of Technology have been innovatively added, making the product more active and antioxidant effect nearly 6 times higher than vitamin C. As well as the addition of nano salicylic acid jointly developed by Huazhong University of Science and Technology (gently wrapped with salicylic acid) to achieve targeted penetration and act on the deep skin.
In addition, patent herbal oil control formula, sophora flavescens root extract, 5000 mesh micron kaolin slurry, MF patent Centella asiatica, Nicotinamide, VC derivatives, etc. are compounded to achieve the effect of removing oil and pores in a more gentle way.

In fact, before this upgrade, the mung bean cleaning mud film, which can be regarded as the "treasure of the town," remained on the top sales list of the film method family for 16 years, and was highly praised by users for its excellent quality. Over the past 16 years, it has sold over 11 million bottles in all channels, earning multiple honors.

△ Membrane family small blue warehouse water light repair facial mask

At the booth of the Memfa Family, Xiaolancang Shuiguang Repair facial mask also attracted the attention of visitors.
According to the on-site person in charge of Memfa Family, this new product has gathered four core selling points:
Firstly, it adopts a unique crystal ice film fabric, which has better breathability, absorption, and adaptability; Second, essence warehouse+facial mask warehouse, independent sub warehouse packaging design is more fresh; Thirdly, the two core microcapsules encapsulate components, achieving high configuration CP for "water light" and "repair"; Fourthly, the breakthrough microcapsule encapsulation technology of the membrane method family has been applied.
C2CC Media X New Makeup further learned that the two core microcapsule packaging ingredients were patented 5-fold microcapsule Hyaluronic acid * (referring to 5-fold microcapsule Hyaluronic acid wrapped by microcapsule packaging technology) and microcapsule blue copper peptide. Among them, the patented 5-fold microencapsulated Hyaluronic acid * can achieve the effect of 5-fold infiltration and more water supplement, and the microencapsulated blue copper peptide can achieve a 50% increase in repair power.
In addition, Xiaolancang Repair facial mask is compounded with three star ingredients: Ceramide NP, collagen * (hydrolyzed collagen), 99% high-purity * Nicotinamide (99% refers to the purity of raw materials but not the amount of product added), to strengthen the skin barrier, brighten the skin tone and resist dullness.

△ Mask Family Houttuynia Soothing&Moisturizing Facial Mask

The Yuxingcao Relieving and Moisturizing facial mask of Membranes Family, which was launched in May, has also attracted much attention, This product is a heavyweight new product jointly developed by membrane family and three universities and four laboratories (State Key Laboratory of Medicinal Plant Efficacy and Utilization, Guizhou Medical University, Joint Laboratory of Natural Medicinal Plant Efficacy Development and Cosmetic Application, South China University of Technology South China Collaborative Innovation Research Institute, Huazhong University of Science and Technology National Nanodrug Engineering Technology Research Center).
It is understood that the new product takes "Houttuynia cordata extract * (Houttuynia cordata extract, butanediol)" as the core ingredient, and at the same time, it is compounded with three patent ingredients: patent Centella asiatica compound plant extract+patent Ceramide E+patent microcapsule wrapped with sodium Hyaluronic acid, focusing on the effect of "soothing and fading red, repairing the barrier, hydrating and moisturizing".

Among them, Houttuynia cordata is a unique component in the Chinese medicinal plant kingdom, and the active ingredient content of Houttuynia cordata produced in Anshun, Guizhou, selected by the family of membrane methods, is higher; In order to be more easily absorbed by the skin while retaining the original natural active ingredients in plants and enriching the active ingredients, the membrane method of Shijia uses microorganisms to naturally ferment and filter to purify Houttuynia cordata skincare extract *.

Using technology to decipher nature,
Collaborate with four major universities to seize the high point of scientific research and development
Innovation is the foundation, and scientific research is the foundation. The Chinese beauty industry is striving to bridge the gap between scientific research and the market, accelerating cross-border cooperation and penetration between industry, academia, and research.
The same applies to the Membranes family. On the one hand, they have advanced independent research and development capabilities; On the other hand, it has established joint laboratories with Jiangnan University, South China Collaborative Innovation Institute of South China University of Technology, National Nanodrug Engineering Technology Research Center of Huazhong University of Science and Technology, and Guizhou Medical University, and has also reached a long-term strategic cooperation relationship with West China Hospital to build a perfect production, learning, research, and medical system.

Based on this, the membrane method family has achieved multiple breakthroughs in scientific research and innovation in formula, ingredients, technology, and other aspects.
"Houttuynia cordata anfu essence" is a Chinese characteristic medicinal plant raw material jointly developed by the State Key Laboratory of Guizhou Medical University for Efficacy and Utilization of Medicinal Plants and the Joint Laboratory of Guizhou Medical University for Efficacy Development of Natural Medicinal Plants and Cosmetic Application of Membranes Shijia x South China University of Technology Innovation Research Institute.

The white paper on facial mask trend insight in 2023 launched by users mentioned that consumers' attention on facial mask preparation technology is also rising. Data shows that in 2022, the volume of keywords related to "facial mask technology" will exceed 350 million, up 57.3% year on year, and the attention of related enterprises is also increasing year by year. At present, there are three kinds of facial mask technologies on the market to help overcome the barrier of skin penetration and ensure the high activity and stability of ingredients: penetration promotion technology, emulsification technology and freeze drying technology.
Mufa Aristocratic Family × The Xiaolancang Shuiguang Repair facial mask jointly developed by the National Nanodrug Engineering

Technology Research Center of Huazhong University of Science and Technology applies the nano microcapsule packaging technology. The advantage of this technology is to solve the pain point of large molecules and difficult penetration of water replenishing and repairing ingredients. Experimental data shows that the encapsulated microcapsules have a smaller particle size of active ingredients, approximately 1/8000 of the pore size, and have stronger osmotic absorption.