去屑的尽头是什么？TA用72年深耕找到答案

Core Insights - The scalp is increasingly viewed by consumers as the "second face," leading to a comprehensive upgrade in the anti-dandruff market, focusing on root conditioning, microbial balance, and long-term scalp health [1][27] - Selenium sulfide, once a niche ingredient, has emerged as a key driver of growth in the hair care market, with brands investing decades in industry education and ingredient development [2][30] Market Trends - The anti-dandruff market was previously dominated by traditional ingredients like zinc pyrithione, which, despite some effectiveness, often caused dryness and irritation. In 2022, this ingredient was banned by the EU [3][28] - Research indicates that the root cause of dandruff is the overgrowth of Malassezia yeast on the scalp, leading to microbial imbalance, which has become a mainstream understanding in the industry [3][30] Ingredient Innovation - Selenium sulfide has gained popularity for its ability to inhibit the overgrowth of Malassezia, effectively reducing dandruff at its source while also regulating sebum production and alleviating scalp itchiness [5][30] - At a concentration of 1%, selenium sulfide achieves over 99.9% antibacterial efficacy, maintaining over 95% efficacy for 72 hours, effectively breaking the cycle of "more oil → more yeast → more dandruff" [5][30] Market Performance - By 2024, selenium sulfide shampoo accounted for over 10% of the anti-dandruff shampoo category, with a year-on-year growth of 195%. The online market for selenium sulfide shampoos has exceeded 1 billion yuan, making it one of the most active segments in the shampoo category [5][30] - In the antifungal market, selenium sulfide is the fastest-growing category, with a retail market size of 130 million yuan and a compound annual growth rate exceeding 30% [5][30] Brand Development - The Selsun brand, under Mentholatum, was the first to introduce 1% selenium sulfide in shampoos in 1953, significantly altering the trajectory of anti-dandruff products [8][33] - Selsun has maintained a commitment to balancing comfort and effective dandruff control through continuous formula upgrades and packaging optimization over its 72-year history [8][33] Consumer Demand - The market has shifted from a "single-function" blue ocean to a "demand-refined" red ocean, with consumers expecting multifunctional products that address oil control, repair, anti-hair loss, and volumizing needs [11][36] - Brands are now required to provide systematic and customized solutions to meet diverse consumer needs, moving beyond single efficacy products [11][36] Technological Advancements - Selsun has developed three core technologies to address persistent dandruff, achieving effective results after one wash and root-level dandruff control within two weeks [13][38] - The brand employs a "1% precision control" standard for its active ingredient, a suspension technology to ensure product consistency, and a composite formula that enhances user experience [14][39] Product Line Expansion - Selsun has launched multiple product lines tailored to different hair types and dandruff needs, including a strong anti-dandruff series and a newly upgraded specialized series [15][40] - The brand's 2025 strategic product, Selsun Volumizing Anti-Dandruff Shampoo, combines selenium sulfide with other ingredients to address both dandruff and hair loss concerns, showing a 27% reduction in hair loss after two weeks of use [17][42] Marketing Strategy - Selsun has adopted a youthful marketing approach, moving away from traditional educational methods to engage younger consumers through relatable and entertaining content [19][44] - Collaborations with popular figures and brands, such as the partnership with the anime "Detective Conan," have helped elevate Selsun's brand image and reach among younger demographics [21][46] Sales Growth - Selsun has achieved significant online sales growth, with total sales nearing 100 million yuan in 2024, establishing a strong presence in the Chinese hair care market [24][49] - The brand's continuous investment in research and development has solidified its position as a leader in the selenium sulfide anti-dandruff segment, earning long-term consumer trust [26][51]