「WOW！品牌（第二卷）：消费者保健领域最耀眼、最杰出的公司」

本合集收录了消费者保健产业中充满活力、成功且极具创新精神的品牌案例研究。深入剖析了每个品牌脱颖而出的成功因素，涵盖行销策略到新产品开发 (NPD) 等各个方面，并总结了值得借鉴的关键经验。本报告涵盖了 20 多个“WOW！品牌”，涉及多个市场和消费者保健品类，包括新产品发布、透过全新行销活动重振的成熟品牌、数位化原生品牌和拥抱数位化策略的品牌，以及最引人注目的产品上市和转换案例。报告中还包含一个聚焦 "WOW！公司" 的简短章节，分析了少数杰出成长型行销者的成功因素。 "创新专题" 章节评估了消费者保健产业新产品开发的现状，并总结了一些近期最有前景的产品上市情况。

目录

WOW！品牌

• 哇！什么是品牌？

Allevia

• 品牌故事与销售业绩
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

BelliWelli

• 品牌故事与销售业绩
• 新产品开发与创新
• 行销亮点
• 展望与机遇

Benylin

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Celebrex Relief

• 品牌故事与销售业绩
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

Electrolit

• 品牌故事与销售业绩
• 地域扩张
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

E.L.F.

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

Eucerin

• 品牌故事与销售业绩
• 地域扩张扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

Goli Nutrition

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Hylo

• 品牌故事与销售绩效/地理扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Lemme

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Liquid I.V.

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

Loxonin

• 品牌故事与销售业绩
• 新产品开发与创新
• 行销亮点
• 前景与机遇

Mighty Patch

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Motrin

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Nasivin

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Nature Made

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新创新
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

Nature's Truth

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点与数位化策略
• 前景与机遇

Opill

• 品牌故事与销售业绩
• 行销亮点
• 数位化策略与电子商务
• 前景与机遇

Pabron

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 前景与机会

Sinupret

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

Vicks

• 品牌故事与销售业绩
• 地域扩张
• 新产品开发与创新
• 行销亮点
• 数位化策略与电子商务
• 展望与机遇

创新重点

• 概述
• 新产品开发品类亮点

WOW! Companies

• Hypera Pharma
• Revance
• Unilever

This collection of individual case studies profiles dynamic, successful and innovative brands from across the consumer health world. Detailed profiles dive into the success factors that set each brand apart, from marketing strategies to NPD, and evaluate the key lessons to be learned. Featuring 20+ WOW! Brands ranging across multiple markets and CHC categories, the report includes established brands reinvigorated by launch activity and new marketing campaigns, digital-native brands and others embracing a digital strategy, and some of the most exciting new launches & switches. The report also contains a short dedicated chapter focused on WOW! Companies, taking a look at the success factors behind a handful of standout growth marketers. Meanwhile, an Innovation Focus chapter evaluates the state of new product development in the CHC industry and rounds up some of the most promising recent launch activity.

Table of Contents

WOW! Brands

• What is a WOW! Brand?

Allevia

• Brand Story & Sales Performance
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

BelliWelli

• Brand Story & Sales Performance
• NPD & Innovation
• Marketing Highlights
• Prospects & Opportunities

Benylin

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Celebrex Relief

• Brand Story & Sales Performance
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Electrolit

• Brand Story & Sales Performance
• Geographic Spread
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

E.L.F.

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Eucerin

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Goli Nutrition

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Hylo

• Brand Story & Sales Performance / Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Lemme

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Liquid I.V.

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Loxonin

• Brand Story & Sales Performance
• NPD & Innovation
• Marketing Highlights
• Prospects & Opportunities

Mighty Patch

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Motrin

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Nasivin

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Nature Made

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Nature's Truth

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights & Digital Strategy
• Prospects & Opportunities

Opill

• Brand Story & Sales Performance
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Pabron

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Sinupret

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Vicks

• Brand Story & Sales Performance
• Geographic Spread
• NPD & Innovation
• Marketing Highlights
• Digital Strategy & E-commerce
• Prospects & Opportunities

Innovation Focus

• Overview
• NPD Highlights by Category

WOW! Companies

• Hypera Pharma
• Revance
• Unilever