Bayer Launches New Skincare Brand Bellerain in Shanghai with Focus on Barrier Repair and Sensitive Skin Solutions

Shanghai, May 13, 2021 /PRNewswire/ -- Bayer, a global leader in health consumer goods and an advocate for self-care,May 12The new skincare brand Beirun was launched at the opening of the 26th China Beauty Expo (CBE)^®. Leveraging Bayer’s century-long success in the pharmaceutical industry and global dermatology portfolio, Beirun upholds a rigorous, scientific, and professional approach^®The series directly addresses the unmet skincare pain points of Chinese consumers. Guided by the philosophy of “Scientific Intervention for the Skin Barrier,” it aims to meet the diversified and multi-level skincare demands in the market, delivering high-quality self-care solutions for skin health to the general public. This also marks the beginning of Bayer’s new journey in next-generation professional healthy skincare.

Focusing on User Pain Points: A Significant Market for Diverse Needs

According to data from the “Chinese Expert Consensus on the Diagnosis and Treatment of Sensitive Skin,” the prevalence of sensitive skin among women in China is 36.1%[1], meaning that one in every three women has sensitive skin. Individuals aged 20–35 years constitute the high-risk population, accounting for more than 70% of cases. On the other hand, with the upgrading of consumer concepts and heightened self-health awareness, the lifestyles and health needs of the Chinese population are evolving toward personalization, diversification, and multi-level development. The use of nail art and tattoos to express individuality and personal attitudes has gradually gained acceptance and popularity, particularly among beauty-conscious women. Consequently, skin irritation, sensitivity, damage, and inflammatory issues associated with these practices are widespread.

As a world-renowned and trusted provider of over-the-counter medications, nutritional supplements, and other self-care products and solutions, Bayer Health Consumer Care has consistently focused on the pain points, challenges, and evolving trends in skincare needs within China. Targeting the market for periungual over-irritation and repair care, Beirun^®The launch effectively fills this market gap; meanwhile, research and product development are conducted for professional care tailored to sensitive skin and individuals with tattoos, Beirun^®Delivering professional, pharmaceutical-grade skincare products and solutions to individuals in China with sensitive skin, tattoos, or nail art interests, as well as beauty industry professionals, to better meet diverse, multi-level skin health needs.

Pharmaceutical Expertise Empowers Skincare: Staged Repair Formulation360°Healthy Skin

As a life sciences enterprise, Bayer boasts a prestigious heritage spanning over a century in the pharmaceutical industry. Today, Bayer leverages its robust expertise and extensive experience from pharmaceuticals to advance into the skincare sector. By applying pharmaceutical standards to skincare development, Bayer is committed to creating innovative, high-quality, scientifically safe, and effective skincare products and solutions. Thus, medical research authority, scientific efficacy, and natural safety define Beirun.^®The brand's innate genetic makeup.

By integrating global R&D resources and aligning with local needs, Bayer provides robust R&D support for the Beirun® brand. Powered by Swiss LA.C Plant Research Technology, it contains multiple precious ingredients, including LACCE active compounds from Swiss alpine organic edelweiss, bisabolol extracted from German chamomile, ginger root extract, and pharmaceutical-grade high-concentration carbamide. It offers multiple benefits such as repair, antioxidant protection, soothing of allergic reactions, and highly effective moisturization, strengthening the skin barrier layer by layer from within. Notably, Beirun^®Unique Tiered Repair Concept: Addressing Diverse Skin Concerns Arising from Varying Levels of SensitivityUtilizing pharmaceutical-grade urea at concentrations of 10%, 15%, and 20%, this approach enhances stratum corneum hydration and skin permeability. The high-concentration urea helps meticulously repair the damaged skin barrier from the outside in, effectively meeting the skincare needs of individuals with sensitive skin and tattoos. All organic ingredients in the Beirun® full product line have obtained EU ECOCERT Organic Certification and NATRUE Certification. These certifications from two internationally authoritative bodies ensure that the ingredients are natural and safe.

Beirun^®The series includes Beirun Airy Soft Skin Body Lotion (available in Clear & Light, Nourishing, and Richly Moisturizing types), Beirun^®Airy Softening Hand Cream, Extra Moisturizing^®Airy Soft-Skin Foot Cream and Extra Moisturizing^®Airy Cuticle Nourishing Cream: Addresses skincare needs for the body, limbs, and cuticles, providing 360° comprehensive care with no blind spots.

Continuous Innovation and Transformation, Leading the New Trend in Health Consumption

In recent years, with the upgrading of China’s consumption structure and the continuous rise in public health awareness, more people have shifted from passively addressing health issues to proactively managing their health. Consequently, health demands are increasingly evolving toward personalization, diversification, and multi-tiered development.

In light of the current consumer demand for safe and effective health products and the vast potential of China’s health market, Bayer Consumer Health has pursued continuous innovation and transformation in recent years. By accurately grasping the upgrading of consumer demands and adapting to evolving consumption patterns, Bayer has expanded its product portfolio in key categories through independent innovation and collaborations with outstanding local enterprises. A series of new products have been launched in areas such as nutritional supplements, gastrointestinal health, and dermatological health, thereby meeting the diverse health needs of Chinese consumers. Meanwhile, Bayer has focused on integrating online and offline channels, expanding sales networks, and implementing omnichannel marketing driven by digital thinking, thereby enhancing the accessibility of its health products and enabling consumers to more conveniently access Bayer’s high-quality offerings.

Leveraging the China Beauty Expo, Bayer held the launch ceremony for its Tmall “Bayer Moisturizing Flagship Store.” In addition, flagship stores on Douyin, Xiaohongshu, and the WeChat Mini Program have already gone live. More online and offline channels are currently under development and will soon be available to serve consumers, making healthy skin management readily accessible.

Looking ahead, Bayer will remain committed to a consumer-needs-driven approach, continuously innovating to deliver high-quality, scientifically proven, safe, and effective health products and solutions to the Chinese public. This will enable consumers of all types to easily select and purchase suitable products, further leading the new development of health consumption and empowering healthier lives every day.