Shulei shampoo was the first line product in the Chinese market after Procter & Gamble Group and Unilever Group, and belongs to China's largest shampoo and hair care company Sibao Daily Chemical, in 2007, Germany Beiersdorf acquired Sibao Daily Chemical, Shulei has belonged to the German company that holds the cosmetics brand Nivea.
The combination of Shu Lei and Beiersdorf is not ideal, the product launch is sluggish, and the development is at an impasse. In China's shampoo market, Procter & Gamble, Unilever, and L'Oreal occupy nearly 80%, and the remaining market competition is also particularly fierce. In 2017, Shulei updated its product formula and launched a series of silicone-free products to meet the market trend, which has received a good response from the market and currently retains about 2.5% of the market share in China.
The low-end Shulei shampoo products are similar to P&G Rejoice, Head & Shoulders and other products, and the formula is traditional, still using SLS and SLES surfactants. SLS (sodium laureth sulfate) and SLES (sodium laureth sulfate) have similar names, but the properties are quite different. SLS is highly irritating, but above the passing line, and is within the acceptable range for most people, with excellent detergency and foaming properties. SLES is an improvement on SLS, and the addition of ethylene oxide greatly enhances the water solubility of the product and reduces skin irritation, at the cost of sacrificing foaming power and detergency, and the foam alone is not rich enough. The combination of the two is a low-cost and low-cost combination, which can be extremely irritating if it gets into the eyes, and the safety is generally between passing and good.
The six series of luxury essential oil repair, camellia baked oil shiny, silky silky smooth, lotus moisturizing and light, green tea seed refreshing oil control, and orchid scalp care all belong to this kind of mid-range products. The advantage is that the price is low, the price of 200ml is 20 yuan, and the price of 1000ml is about 45 yuan. In addition, Shulei also launched a high-end version of Polcari Shampoo products. These shampoos are relatively more expensive, at 55 yuan for 300ml, but in terms of formula, the Polkali Shampoo product is worth the money.
The Brookari Shampoo comes in four versions: Hydrating and Rejuvenating Scalp Treatment, Elegant Freesia Fragrance Oil Control, Strengthening Hair, and Fruity Iris. All four are silicone-free products, and the surfactants are all amino acid based. For example, the Brooklyn Fragrance Oil Control Shampoo uses sodium lauroyl sarcosinate. All surfactants with words such as sarcosine, methionine, taurine, glycine, alanine, glutamic acid, etc., are amino acid surfactants. The disadvantage is that the decontamination ability is weak, and it is difficult to rub out a large amount of foam, which is suitable for people with high shampooing frequency or light oil.
The four pokhali shampoos have different scents and are well received. The main tone of the elegant freesia fragrance oil control model uses freesia, water lotus, lily of the valley, orange blossom and other relatively cold fragrances. The shampoo has a slightly thin texture, sparse foam, and even non-foaming on oily scalps, but the basic oil-removing ability is still acceptable, and there is no need to increase the amount of product.