Southcarolina Magazine

Over the past few years, the personal care and beauty market in the United States has undergone profound changes. Evolving consumer perspectives and rapid technological advancements have steered the entire industry in new directions. In this era of transformation, many personal care brands seized the opportunity, swiftly adapting to shifts in fashion trends. Fenty Beauty championed diversity in beauty, Glossier advocated for natural makeup, Drunk Elephant emphasized scientific skincare, and Olaplex focused on hair restoration. Through their unique concepts and stylish strategies, they successfully integrated into the mainstream American trends.

The beauty market, being a dynamic ecosystem, is perpetually influenced by consumer demands and fashion trends. In recent years, consumers’ expectations for beauty products have fundamentally changed. They no longer settle for surface-level effects; instead, they prioritize scientific credibility and actual results. This shift compels beauty brands to innovate not only in appearance but also by reevaluating market needs from an industry-wide perspective.

This era of transformation has brought about comprehensive changes in the beauty industry. The boundaries between skincare and haircare have blurred, as consumers seek more holistic beauty solutions. Concepts involving scientific ingredients and holistic wellness have become industry buzzwords. Brands are incorporating more technological elements into their products, offering consumers practical and visible results.

Different from the numerous small brands incubated by industry giants, KONO, established in 2018, set its sights on the long term. To achieve differentiation, KONO positioned itself as a premium professional haircare brand, entering the highly saturated market with a focus on “haircare.” It is dedicated to ensuring that everyone enjoys a salon-level haircare experience. Within just a year of its founding, KONO achieved rapid sales exceeding one billion, claiming the top spot on numerous charts during major e-commerce events. KONO’s journey of breakthroughs and resilience in the market offers insights and reflections for emerging domestic brands.

According to Statista, the total hair care market revenue in the United States was $13.1 billion in 2022, making it the world’s largest hair care market. This market is expected to continue growing in 2024. In a survey based on 1/4 of US users, 45% of American consumers spend over $50 on hair care per quarter, with 15 million users spending even more than $100.

While the haircare market is already saturated, established products dominating the American hair care scene are becoming fixed in function and packaging. Simultaneously, evolving and segmented consumer demands are bringing potential market increments to this fast-moving consumer goods category.

Undoubtedly, consumer perceptions of beauty are continually changing. In the present, consumers pursue a detailed and comprehensive understanding of beauty. Hair has long been considered a crucial aspect of external appearance. Consequently, haircare demands have transcended mere cleansing and now reach the level of “care.” KONO astutely recognized this and positioned itself as a “salon-grade haircare brand” right from the outset.

This positioning elevated the brand beyond mere “haircare,” constructing a brand identity and depth of meaning that resonates with consumers. It caters to higher-level market pursuits. In this era of new consumption, focusing on consumer issues with a buyer’s mindset, identifying emerging consumer needs, and innovating products accordingly before these needs arise are key to success for new brands in a fiercely competitive market.

For an emerging brand seeking long-term success, the core focus always remains on the products. Products are the lifeblood of a brand. Without them, everything is mere rhetoric, and the brand can only experience fleeting popularity. KONO’s ability to carve out a niche in the haircare market is closely tied to its core value of product-driven positioning.

KONO keenly tapped into personalized consumer demands, revolving around the precise positioning of “salon haircare.” It swiftly entered the consumer market by addressing issues such as oiliness, dandruff, and dryness with targeted efficacy products.

Looking at KONO’s classic series, it includes products with varying benefits such as lightweight oil control, dandruff relief, and smooth cleansing. By segmenting the haircare domain and addressing user pain points, KONO presented scientific solutions to various hair-related issues, catering to diverse consumer demands and alleviating their anxieties.

In addition to its classic series, KONO constantly innovates. Building upon the success of the first-generation fragrance series, it introduced a second-generation fragrance line, encompassing oil control, dandruff removal, and smooth shampoo and nourishing conditioner. The introduction of the fragrance series marked a comprehensive upgrade in terms of product efficacy and scent, meeting the sensory demands of high-end haircare and enhancing the aromatic experience for users.

To break the brand lifecycle, it’s imperative to grasp core technology and ingredients, which ensure a competitive edge. For example, SK-II’s enduring success is largely attributed to its patented PITERA™ ingredient. One could say that a core ingredient can shape an entire brand.

KONO’s continued ability to introduce beloved haircare products is supported by its materials and technology. KONO has established deep cooperation with longstanding suppliers like Dow Chemical, BASF, Solvay, and Japan’s Takasago. By consistently introducing high-quality materials and advanced technology, KONO has solidified its foundation for brand operation and development, offering consumers cutting-edge products.

Leveraging its various series of products, KONO’s core technology finds practical application. Key technologies include microcapsule targeted release, Galstal™ hair restoration technology, and repulsive ion volumizing technology. Consider the latter: repulsive ion volumizing technology neutralizes excessive negative charges on hair, preventing clumping that leads to abnormal oil secretion. This creates a repelling effect between individual hair strands, resulting in a volumizing effect that addresses user concerns and further meets the pursuit of beauty.

Centered around its brand positioning of “salon-grade haircare,” supported by materials and technology, KONO crafts high-end products. This constitutes the core of KONO’s long-term competitiveness, addressing market needs, upgrading products, injecting fresh vitality into the brand, and forming a crucial strategy in the face of the challenge of brand lifecycle.

In the era of attention economics, “even the finest wine needs a bottle.” With numerous products vying for consumer attention and limited attention spans, not seizing the moment leaves space for competing brands. How can new brands successfully enter the public consciousness? The power of the internet must not be underestimated. By actively establishing a presence on e-commerce platforms and social media channels, a brand can align with trends, promptly entering the minds of target audiences.

KONO has already expanded its online sales channels by partnering with various platforms. Data reveals that during this year’s major promotional events, KONO consistently secured a place on numerous charts, highlighting consumer recognition and trust in the brand.

While actively pursuing online presence, KONO has also not neglected the expansion of offline channels. By simultaneously developing both online and offline avenues, the combined effect can lead to results greater than the sum of their parts. Presently, KONO has entered over tens of thousands of physical stores, covering over 90% of major chain supermarkets and retail systems, reducing the distance between products and target consumers. In June 2022, KONO even hosted a national distributor conference, recognizing outstanding agents and service providers, aiming for long-term win-win relationships, and continually building the brand’s offline network. With resonance between online and offline efforts, complementary advantages are achieved, reinforcing user loyalty and achieving higher touch rates. This empowers KONO’s brand development in an ongoing manner.

Within just four years, KONO successfully carved out a niche in the competitive landscape of haircare. It firmly planted its feet and achieved impressive results in a market surrounded by established giants—an accomplishment not easily earned. KONO’s journey of emerging from the ordinary demonstrates the importance of precise positioning, meticulous market segmentation, unwavering commitment to product excellence and innovation, and vigorous efforts both online and offline.

KONO, a brand that has triumphantly claimed its place in the competitive landscape, will continue advancing towards becoming a premier salon-grade haircare brand. We eagerly anticipate KONO’s future accomplishments in the realm of haircare!

Media Contact
Company Name: Guangzhou Muke Biotechnology Co.,Ltd.
Contact Person: Stella
Email: Send Email
Country: China
Website: https://konosalon.com/