But on September 30th, a piece of news exploded in the beauty industry.
That was Clarie's "bankruptcy"
As a beacon of an industry, Clarie's withdrawal from the circle really deserves the industry's vigilance.
This shows that in the next few years, leeks are not so easy to cut.
After all, Clarie made L 'Oré al spend a lot of money to be a cheap dad, not that it's gone.
In this issue, we boldly analyze it.
Once the boss of beauty instrument industry, as a cleansing artifact, he was born in the center of the industry storm.
The reason why Clarie, the originator of the mountain, quit the circle.
(Salute to all friends)
In 200 1 year, there was no beauty instrument industry, and a group of science and technology men founded a laboratory called' Pacific Bioscience' in Seattle, USA.
(Pacific Scientific Biology Laboratory, trademark holder of Clarisonic)
These five people are
-CEO David julien.
-Co-founder Rob Acrich.
Chemist ward Harris
-Ken Pilcher, the chief inventor of skin care system.
-mechanical engineer Steve May kinnis
Before Clarice was founded, they all participated in an electric toothbrush project called "Optiva", which was later acquired by Philips, making Philips the first sonic toothbrush.
Seeing this, you may think that this is an entrepreneurial story of a founding team of a technology company cashing in core technologies.
However, when we look at the timeline again, we will find that the first reason why Clarie quit the circle has long been buried in the brand gene.
1987, David Giuliani cooperated with two professors from Washington University to establish GEMTech Company, and developed piezoelectric transducer technology (the core foundation of sound wave).
1995, Jintai became Optiva company; ;
In 2000, Philips acquired optiva and began to produce sonic electric toothbrushes, which are now available in Sonicare series.
In the same year, David Giuliani and four key members of optiva established Pacific Bioscience Company.
In 2004, Pacific Bioscience Company developed the first sonic cleaner, Clarie Mia 1.
20 1 1, French beauty giant L 'Oré al Pairs acquired clarice.
In other words, no matter from the routine or technology, they always have only one trick.
And this is also the fundamental reason why Clarie finally quit the circle.
When laymen first hear about Clarie, they will be shocked by the name "the originator of facial cleanser".
But the past glory will eventually return to dust.
Maybe you will ask, why didn't other companies take over this time?
Then it is necessary to mention the second reason for withdrawing from the circle:
From 2007 to 20 10, Clarisonic's income increased by 797%, from the annual turnover of11700,000 US dollars to105,000 US dollars. In just three years, its performance has increased by 10 times.
The commercial value is so excellent that it naturally alarmed L 'Oreal and took Clarie into the bag.
In 20 13, under the leadership of L 'Oré al, clarice officially entered the China market.
From July 2065438 to July 2006, the interim results released by L 'Oré al showed that Clarice lost 234 million euros in the first half of the year, while the beauty mask, which has never been optimistic, lost 2130,000 euros in the first half of the year, slightly better than Clarice.
In order to cope with the above difficulties, L 'Oré al outsourced the Claudio production line and laid off 120 people.
A high-quality enterprise is losing money, indicating that the actual profit is evaporating.
However, before the acquisition, the performance of 1 year was still higher than that of 10 times, and it began to lose money in just five years after the acquisition. L 'Oreal Dad, can't you?
Actually, it's not all dad's fault
The main reason is that low-priced imitators and big brands at home and abroad have begun to set foot in this field. They are eating away at market share, and the competition is becoming more and more fierce.
The table for dividing cakes is crowded with brands: foreo, Panasonic, Clinique, Philips, Golden Rice, Xiaomi and so on.
With the popularity of facial cleanser by consumers, the market is still increasing, and it seems that the cake is getting bigger and bigger.
However, under the pressure of many brands, Clarie, the "originator", began to expose her own shortcomings.
According to the online sales, the average price of the top ten cleansers is between 40 and 200 yuan.
The price of Clarisonic usually ranges from1000 to 2500 yuan, which is higher than the consumption standard of most users.
Like electric toothbrushes, Clarie advises users to change the brush head every three months.
And each brush head is about 230~290 yuan.
In other words, the price of a brush head replaced in one year is equivalent to a brand-new Clarisonic cleanser.
This requires constantly changing the brush head and repeatedly lowering the cost performance.
In fact, from the profit model, Clarie's shortcoming is the profit growth point. To put it bluntly, it is to buy back the brush head to make money.
Even when the closure was announced, Clarie still called on users to hoard more brush heads.
Clarie's every new product, in addition to cost performance, can be said that there is no innovation.
From the acquisition of 20 1 1 to the official closure on September 30, 2020, during these nine years,
Technology is constantly updated and iterated.
Consumers have more choices in facial cleansing products, and other facial cleanser brands have begun to add functional products such as lifting and firming, massage and detoxification, essence introduction, etc. in addition to deep cleaning, so as to seize the market of high-tech and intelligent beauty instruments.
Clarie, on the other hand, is talking about new products, but this is a new product with several colors and several functions of increasing vibration intensity without changing the appearance.
Take the previous generation beauty instrument Mia Smart as an example: the whole product includes cleaning brush head, massage brush head and makeup brush head, trying to create a beauty artifact that can be used for facial massage and makeup.
The actual core is still dominated by sound waves, without innovation.
And this is actually the "one move fresh" itself.
It can be seen that in the face of an increasingly mature market and consumers with improved cognition.
Clarisonic's profit model, with a single product line, made money by repurchasing brush heads, and finally lost its commercial value.
In fact, in my opinion, whether it's Clarie or foreo, or other beauty instruments. Most consumers often buy it with a try and a fresh mind. Excited to use them twice, I took pains to leave them idle.
So next time before you rush to chop your hands, you might as well think rationally: Is it necessary to buy it? Can you stick to it? Have any friends around you bought it? Ask the effect first, and you'd better try it before making a decision.