你是否在担忧着自己“四海为家”的头发，它流浪各方却不愿在你的头上；你是否又在牵挂着自己极爱出油的头发，无助的头皮承担了太多太多……随着现代人生活习惯的不规律、生活节奏的混乱，经常熬夜、不合理饮食这些情况导致了自己头发质量的下降，大家对优质洗护产品的需求也自然增长。

面对这种情况，很多洗护品牌也借此时机纷纷出世，数据显示,2021年我国洗护市场规模达到536.36亿元,年复合增长率为5.8%。众多品牌之中，人们渴望有一款真正解决痛点的产品，能让自己的头发早日脱离苦海，那不妨让我们走进下面这家品牌。

「BLAIRSOM」是来源于澳大利亚的个人及家庭护理品牌，最初创立是因为配方师汤姆好朋友的女儿患上了头皮炎症，为解决这一问题，汤姆决定发明一款真正有用的洗发水。品牌创造性采用精选深海胶原蛋白肽与澳洲植物精油的结合，为大家提供有效的抗油食谱，解决用户头皮问题。

近日，《新消费造物者》专栏采访到了远在澳大利亚的「BLAIRSOM」市场营销经理 Mr.Joshua Lucisano，本次采访为英文采访，并采用中英结合的呈现形式，意在更好更准确地表达Mr.Joshua Lucisano的观点和见解，同时让大家能进一步了解「BLAIRSOM」的发展历程以及优势所在。

▲《新消费造物者》085期专访嘉宾

「BLAIRSOM」市场营销经理

Mr.Joshua Lucisano

以“帮助好友女儿缓解头皮炎症”

为起点

这一切始于「BLAIRSOM」的配方师汤姆。当时，汤姆发现他好朋友的女儿艾玛患有严重的头皮炎症。为了解决这个问题，艾玛的父母尝试了各种洗发水，但艾玛的头皮状况一直没有改善。汤姆决定发明一种天然的洗发水, 一种对于艾玛来说温和且可以有效地改善头皮健康状况的洗发水。而这就是「BLAIRSOM」诞生。

The main reason is from Blairsom’s formulator, Tom van Wunnik. Back in the day, he found out that his good friend’s daughter, Emma suffered from severe dermatitis condition on the scalp. In order to treat this problem, Emma’s parents tried various over the counter shampoos but no improvement to Emma’s scalp condition. Tom knew about this problem. He wanted to formulate a shampoo that is gentle for Emma, yet effective in improving the scalp health conditions. He decided on creation of a natural shampoo until the birth of BLAIRSOM.

「BLAIRSOM」的目标客户是那些目前可能正在经历各种头皮问题，如脱发、头发粗糙、细、干燥或受损的，年龄在22-48岁的男女性消费者。针对的目标市场是已经使用类似产品或愿意尝试有助于保持头皮健康和预防的产品的人群。

The target market for Blairsom is aimed towards male and females aged between 22-48，those adult consumer. They currently may be experiencing various scalp concerns such as hair loss, coarse, fine, dry or damaged hair. Aiming at a target market that already use similar products in the market or patients are willing to try new products that assist with maintaining scalp health and prevention.

图片来源：品牌方提供

以“深海胶原蛋白肽+天然植物精油”

为优势

我们的产品可以通过深海胶原蛋白肽、澳大利亚天然植物精油以及其他原料的结合，为所有与头发有关的问题提供完整的护发解决方案。

Blairsom产品采用天然萃取的澳大利亚植物精油，结合深海胶原蛋白肽，解决皮肤和头皮的护理问题。产品的目标是通过使用Blairsom系列产品来重建皮肤和头皮健康。

The product can provide a complete hair care solution to cover all the hair related problems through the essence of marine collagen and the effectiveness of the Australian native essential oils as well as other ingredients.

Blairsom products uses the natural extraction of Australian native essential oils as well as the combination with the essence of marine collagen to battle skin and scalp conditions. The aim of this product is to restore the health of our skin and scalp through the usage of Blairsom series.

Blairsom草本系列-洗发水、护发素、沐浴露

Blairsom Herbal Series – Shampoo, Conditioner, Body Wash.

布伦森草本清爽洗发水是澳大利亚第一款深海胶原蛋白肽洗发水，添加了独特的澳大利亚天然植物精油混合物，可以清洁毛囊并长久保湿，让你的头发感觉清爽不油腻。该产品可以让你轻松应对干燥、粗糙、分叉、油腻和受损头发的挑战，让你的头发拥有年轻自然的光泽。

Blairsom  Herbal Refreshing Shampoo is Australia’s first marine collagen shampoo with added unique blend of Australian native essential oils that cleanses the hair follicles and provides long-lasting hydration, leaving your hair feeling refreshed and also non-greasy. The product allows you to easily cope with the challenges of dry, coarse, split ends, oily and damaged hair, giving your hair a youthful natural shine, which are all ones want.

布伦森洗发水

布伦森草本修复护发素是澳大利亚第一款深海胶原蛋白肽加澳大利亚天然植物精油的护发素。旨在修复受损头发，恢复每一缕头皮的水分，增加发量和光泽。经常使用我们产品的人在头发外观上可以看到明显区别。

Blairsom Herbal Repair Conditioner is Australia’s first marine collagen plus Australian native essential oils formulating hair conditioner. Designed to repair damaged hair and restore moisture to each strand of hair for increased volume and shine. Regular users of our products have seen a difference in the appearance of their hair.

布伦森护发素

布伦森草本滋养沐浴露是澳大利亚首款含有深海胶原蛋白肽加澳大利亚天然植物精油的沐浴露。这款沐浴露含有保湿复合物，能渗透最需要保湿的皮肤表层。这种独特的配方能产生持久的保湿作用，让肌肤保持清爽。

Blairsom Herbal Nourishing Body Wash is Australia’s first body wash containing the essence of marine collagen as well as the goodness of Australia native essential oils. This body wash is specially formulated with moisturizing complex to penetrate the top layer of the skin where hydration is needed most.  This unique formulation creates long lasting hydration, leaving your skin feeling refresh for hours.

布伦森沐浴露

说到产品的原料，深海胶原蛋白肽是从鱼和海洋生物中提取，是所有类型的胶原蛋白肽中吸收效率最高的,可以穿透各层皮肤。深海胶原蛋白肽对环境友好且来源可持续。提升这种类型胶原蛋白肽的水平可以帮助皮肤看起来更加紧致有弹性，帮助皮肤细胞正常更新修复，这是深海胶原蛋白肽的最大优点，同时也是产品的优点。澳大利亚天然精油可以安全清洁深层毛囊，有助于皮肤状况的改善，保持水润，同时更好地让其他原料一起发挥作用。

Spoken about the ingredients, as of the Marine Collagen, is made of collagen peptides extracted from fish and marine animals as well, it has the most efficient absorption of all collagen types across the skin layer. Marine Collagen is environmentally friendly and also can be sourced quite sustainable. Increasing this type of collagen can help your skin look a lot firmer, increase smoothness when you touch the skin, and also help the skin cells renewing and repairing normally. Probably this is the biggest advantage of Marine collagen, which is also the advantage of the ingredients of this product.  Australian native essential oils are safe and deeply cleanses the hair follicles, which obviously assists with that skin and a topic demister of condition. And leaving the skin feeling hydration, also helps with the synergy to get effective to top of ingredients together.

深海胶原蛋白肽的水解是其有效的关键，水解意味着将胶原蛋白肽分解成微小颗粒,可以穿透肌肤从而更好吸收；而对澳大利亚天然精油的特殊提取也实现了更小的分子结构，让皮肤和头皮更好地吸收。这些原料被应用到「Blairsom」的产品中，增强对皮肤和头皮的护理效果。

So, with the marine collagen, in order to be effective, it need to be hydrolyzed, means the collagen is broken down into little bits in order to be absorbed across the skin, and these tiny particles let for better absorption; and what the special extraction of Australian Native Essential Oils does to achieve this, is simulate into small molecule that you can get absorption across the skin. These formulate into our Blairsom’s products to achieve this, and by doing this enhancing the effect on our skin and scalp.

图片为布伦森洗发水

我们的团队对各种原料的成分有着深度了解，帮助我们选取制造每种产品所适用的各种天然原料，我们坚持严格的国际制造标准，采用了独特的生物化学提取技术，首创性的把澳大利亚天然植物精油和深海胶原蛋白肽结合使用。我们坚持所有产品均使用环保的天然原料, Blairsom的三个产品就是最好的体现。

Our team does have an in-depth understanding of a wide range of ingredients that assists in determining the suitability of each product that we manufacture. So, there are nature ingredients and also a holist of available ingredients is chosen to formulate into our products. We also adhere to strict international god line in terms of manufacturing practice. We utilize unique biochemical extraction technology and are among the first to introduce Australian native blends with unique marine collagen as well. We strive to only use natural ingredients, That’s evidence of these three products in the Blairsom series.

布伦森产品图（品牌方提供）

以“细分市场研究、解决头皮老化”

为目标

在中国，我们通过线上线下两种方式销售，显然，线上销售是此类商品的主要营销模式。消费者可以通过天猫、京东、考拉海淘以及小红书等平台购买Blairsom。Blairsom系列产品也通过各大城市的线下零售店销售，消费者可以在如伊藤洋华堂、中国免税店、三福时尚、Choice（银泰西选）、Haydon以及Blaw这些类似的商店找到我们的产品。

In China, our sales channels are both online and offline, Online is being dominating in the market across the world of these products. Chinese consumer are able to purchase Blairsom through T-mall、JD.com、Koala、Little Red Book platform etc. Blairsom products are also available in certain stores across major cities in China, such as Yokado、CDF、Sanfu、Choice、Haydon、Blaw Store etc.

对于中国市场，我们采取了全渠道营销策略。在所有渠道、终端和平台上去推广产品和服务，使用统一的信息、视觉效果和宣传物料，确保消费者会得到一致的品牌和产品体验。我们为分销商的销售团队提供关于我们品牌和产品的全面培训。对于品牌和产品的全面深入了解可以提供更好的消费者体验的，从而得到顾客的信任和客户体验。至于线上营销，我们选取天猫作为Blairsom的品牌旗舰店。同时，也在探索各种多样的新媒体渠道，例如小红书平台、抖音这些消费者在线评论平台。

For the Chinese market, we adopted the omni channel marketing strategy. Omni-channel marketing is a method where businesses promote their products and services across all channels, devices, and platforms using unified messaging, cohesive visuals, and consistent collateral. Omni-channel marketing ensures we reach customers where they are with a relevant and on-brand offer. We work together with our distributor, provide extensive training on our brand and products to their sales team. Better understanding of the brand and products are the key to provide a great consumer experience hence gaining consumer trust and trial of the brand. As for the online marketing in China, we have utilize T-mall as the flagship of the brand. We are also exploring various new media channels, for example Little Red Book platform, TikTok, consumer personal online review platform. etc.

我认为最重要的是了解市场的真实需求。我们需要了解消费者想要什么。就像你提到的，那些怀孕的或者有婴儿的人群，会倾向于使用天然产品，我们听到了很多类似的消费者的需求，我认为Blairsom 系列产品解决了不少问题。在进入市场之前，我们将对相同市场细分进行对应的市场分析和研究。分析范围包括消费者习惯、消费能力、同类细分商品的销售额以及消费者生活方式和我们居住的城市环境等。

I think the most important thing is to understand the real demand in the market. We need to understand what the consumer wants. Like you mentioned before, those becoming pregnant or having a baby are opting for nature product, and we hearing this more and more, Blairsom does that quite accurately. We will conduct a specific market analysis and research on the similar categories prior to entering the market. This analysis includes consumption habits, consumption ability, sales of similar categories, consumer lifestyle and urban environment which we living in etc.

布伦森产品图（品牌方提供）

头皮的衰老速度是脸部的6倍, 如果头皮是油性的，那就是头皮老化的表现。与脸部相比，我们经常忽视头皮和身体其他部分的健康。在Blairsom，我们希望研发一系列产品来解决皮肤和头皮遇到的不同问题。我们相信人类理想生活的标准是自然和健康，我们希望借用自然的力量去延长皮肤的健康状态。

The aging of the scalp is actually 6 times faster than the face. If the scalp is oily then it is a sign of scalp aging. We often neglect the health of our scalp compared to our face and other part of body. At Blairsom, we hope to develop a series of products to combat the different problems of skin and scalp. We believe that the ideal standard for human is "natural" and "healthy". We are hoping that future products will be able to assist in combat this aging problem.