曼秀雷敦135周年：百年药企的新故事，始于“处处关怀”|中国_新浪财经

This year marks the 135th anniversary of Mentholatum.

曼秀雷敦在今年迎来了品牌的135周年庆。

During a recent interview, Michael Sin, president of Mentholatum (Asia Pacific) Limited, shared with us the company's growth story, brand philosophy, market strategies and expectations for the future.

曼秀雷敦亚太区总裁冼启聪先生，在近日的一次采访中，讲述了曼秀雷敦的成长故事、品牌理念、市场策略以及对未来的展望。

曼秀雷敦亚太区总裁冼启聪

The group's journey started in 1889 when the pharmacist Albert Alexander Hyde founded the Yucca company in Kansas, the United States.

曼秀雷敦的故事要从1889年说起，在当时，药剂师爱拔·亚历山大·希尔先生在美国堪萨斯州创立了 Yucca 公司。

Through years of research and experimentation, he created the original Mentholatum Ointment, which turned out to be a good remedy for many ailments such as coughs and insect bites. This then laid the foundation for Mentholatum's legacy of pharmaceutical research and innovation.

经过多年的研究和试验，他研制出了最初的曼秀雷敦薄荷膏。这种薄荷膏能够有效应对咳嗽、蚊虫叮咬等，也就此奠定了曼秀雷敦在传承制药研发和创新方面的根基。

From humble beginnings, Mentholatum has blossomed into a multinational health and wellness group, with a total of 26 manufacturing facilities worldwide and products sold across more than 150 countries.

从一家小公司起步，到如今的跨国药品与健康护理集团，曼秀雷敦目前在全球共拥有26座专业生产设施，产品销往超过150个国家。

Notably, the group built a factory in Zhongshan, Guangdong province in 1991, marking its entry into the Chinese mainland.

1991年，曼秀雷敦选址广东省中山市建立生产基地，标志着其正式进军并开拓中国大陆市场。

曼秀雷敦位于广东省中山市的生产基地

As the headquarters of the Asia-Pacific region, its Hong Kong office is now responsible for markets of eight countries and regions including China, Malaysia, Thailand, Singapore, South Korea and the Philippines.

作为亚太地区的总部，曼秀雷敦的香港办事处目前负责中国、马来西亚、泰国、新加坡、韩国和菲律宾等8个国家和地区的市场。

Focusing on the needs of consumers in these different countries and regions, it has introduced targeted policies as well as localized brands and products. For example, many products of HadaLabo+ and Mentholatum Men are specially designed for Chinese consumers.

面对不同的市场情况与本地消费者多元的需求，曼秀雷敦会制定更贴合本土化的品牌和产品研发及推广策略。例如，曼秀雷敦男士和肌研专方系列产品，就是专门为中国消费者研制的。

"The Asia-Pacific region — especially the Chinese market — is the key business driver of our group," Sin said. Currently, the company has more than 300 stock-keeping units in the Asia-Pacific markets and 25 different brands and categories in China, involving lip care, body care, skin care and non-prescription pharmaceuticals.

“亚太地区，尤其是中国市场，是我们集团业务的关键驱动力。”冼启聪说道。目前，曼秀雷敦在亚太市场有300多款产品，在中国市场就推出了25个不同子品牌及系列，包含了唇部护理、身体护理、皮肤护理和非处方药等多个领域。

Data from the analytics firm Nielsen showed that Mentholatum lip balms and Eyecare as well as Mentholatum Men series have long been among top sellers in the Chinese market.

尼尔森的数据显示，长期以来，曼秀雷敦旗下的润唇膏、眼药水和曼秀雷敦男士系列在中国市场的销量表现都是名列前茅。

For 135 years, Mentholatum has stayed ahead in the industry and demonstrated an unwavering commitment to people's well-being through a broad range of innovative, top-tier products, according to Sin.

冼启聪表示，135年来，曼秀雷敦坚持走在行业前列，通过持续创新，不断推出各类高品质的产品，用行动展现曼秀雷敦对消费者健康一如既往的承诺。

曼秀雷敦产品家族

"We have segmented the market and tailored products for different consumer demands. Even for lip care, we offer a variety of options featuring functions such as hydration, color changing and repairing.

"In addition, we have expanded into other new categories. Hair care is what we have been focusing on in recent years and we have made remarkable progress in anti-hair loss research," he said.

“我们将市场不断细分，针对不同的消费者需求开发了相应的产品。光是唇部护理，我们就有具有保湿、变色和修护等不同功能的产品。”他说，“此外，我们也在开发更多全新的品类。护发就是我们近年来开始聚焦的品类之一，并且我们已经在防脱发方面的研究取得了显著进展。”

Looking to the future, the president said they will continue to diversify the product portfolio and push boundaries by venturing into new sectors such as supplements and medical devices.

放眼未来，冼启聪说，曼秀雷敦还会继续丰富产品线，同时积极拓展保健品和医疗器械等新领域，以期获得更多突破与成果。

"Evolution is a key word for us; we will keep challenging ourselves and come up with new things," he said.

“变革是曼秀雷敦的关键词；挑战自我，推陈出新，是我们不变的信条。”他说。

"Meanwhile, we are putting more efforts on new-generation social networks such as TikTok and Xiaohongshu to communicate with our consumers and establish closer connections with them," he added.

“同时，我们正加大对抖音和小红书等社交平台上的投入，希望通过这种方式，实现与消费者的互动交流，并建立更紧密的联系。”他补充道。

Driven by innovation

创新驱动

Sin emphasized that Mentholatum is a pharmaceutical company, not only a skin care company.

冼启聪强调，曼秀雷敦是一家制药公司，而不仅仅只是护肤品公司。

"The scientific background is our DNA. We hope to offer consumers products with scientific evidence and substantial functions, rather than just lovely packaging and a good experience," he said.

“科学是我们的基因。我们希望为消费者提供有科学实证和功效测试依据的产品，而不是局限在漂亮的包装和良好的体验。”他说。

The company, therefore, has invested lots of resources in research and development. This includes the Mentholatum China R&D center in its Zhongshan factory, which has crafted many patented products favored by Chinese consumers and made a lot of breakthroughs.

正因如此，曼秀雷敦在研发方面倾注了大量资源与精力。曼秀雷敦在中山生产基地设立了曼秀雷敦中国研发中心，目前，这一研发中心已取得了许多突破，并研制出了多款深受中国消费者喜爱的专利产品。

"Based on our global network, we are working closely with material suppliers and R&D centers in different countries to boost innovation," Sin said.

“依托全球化平台，我们与不同国家的原材料供应商及研发机构展开了密切合作，助力曼秀雷敦的创新发展。”冼启聪说。

Beyond that, Mentholatum has strengthened cooperation with research institutes and universities and participated in numerous research programs.

此外，曼秀雷敦还与科研机构和高校进行合作，共创了许多研究项目。

In collaboration with The Hong Kong Polytechnic University, the company established the PolyU-Rohto Centre of Research Excellence for Eye Care in October 2023, to jointly advance eye health technologies and provide better medical and care solutions for eye fatigue.

2023 年 10 月，曼秀雷敦就携手香港理工大学，成立了香港理工大学-乐敦护眼创新研究中心，共同推进眼部健康科研技术，为眼疲劳提供更好的医疗和护理解决方案。

香港理工大学-乐敦护眼创新研究中心签约仪式

This year, the center unveiled its latest research results: the first-generation visual fatigue monitoring devices, which can enhance the accuracy and correlation of visual fatigue assessment, according to Mentholatum.

今年，该中心对外披露了其最新研究成果：第一代视疲劳监测设备，该设备有效提升视疲劳评估结果的准确性和关联性。

"Innovation is endless. It's about our life and it requires us to jump out and engage with the world," Sin said. He took the Lip Pure series as an example, which consists of pure natural ingredients including three different honey extracts.

“创新永无止境。它与我们的生活息息相关，需要我们挣脱固有思维，与世界接轨。”冼启聪讲道。他以 Lip Pure 蜂蜜植萃润唇膏系列为例，该系列以天然成分为主，融入了三种不同的蜂蜜提取物。

"When devising the lip balm, we intended to create something more natural, so we began searching for ingredients and turned our gaze on plant extracts." he said.

“我们在研发这款唇膏时，希望能让它更加天然亲肤。所以我们着手寻找天然萃取成分。”他说。

The groundbreaking balm so far has developed four generations of products and become popular in China, he added.

他还补充说，目前为止这款突破性的产品已经推出了第四代，在中国市场受到众多消费者喜爱。

Sending love and care

传递爱与关怀

In celebration of its 135th anniversary, Mentholatum launched a new campaign this year, with the slogan "Everyone is a little nurse" to encourage people to send love and care.

为庆祝品牌的 135 周年里程碑，曼秀雷敦在今年启动了一项新的传播项目，以“每个人都是曼秀雷敦小护士”为口号，鼓励人们传递爱与关怀。

“每个人都是曼秀雷敦小护士”活动

Leveraging its expertise, resources and global reach, the company has also initiated the "Sending Love and Care" program to give back to society.

凭借着其在健康方面的专业优势、资源，与全球知名影响力，曼秀雷敦还发起了名为“关爱曼延”的公益项目，旨在回馈社会。

In China, it has funded and built six elementary schools, and collaborated with the China Rural Development Foundation, providing care and development support to left-behind children.

在中国，曼秀雷敦已捐资援建了六所“曼秀雷敦希望小学”；并携手中国乡村发展基金会，为留守儿童提供关爱和成长支持。

Besides that, it has joined in One Foundation's Sea Heaven Initiative, which aims to support children with autism, cerebral palsy and other rare disorders.

除此之外，曼秀雷敦还加入壹基金“海洋天堂计划”，该项目旨在支持自闭症、脑瘫和其他罕见病患儿。

曼秀雷敦与壹基金“海洋天堂计划”

曼秀雷敦携手中国乡村发展基金会关爱留守儿童

Its Rohto Eye Care Program has reached thousands of primary and middle schools since 2003, offering eye care sessions to more than 12 million Chinese students.

自 2003 年以来，曼秀雷敦旗下的乐敦护眼工程计划，已经覆盖了数千所中小学，为超过 1200 万中国学生提供了护眼课程。

In terms of sustainability, Mentholatum has embedded this philosophy into all its brands and launched many green initiatives related to packaging materials, energy-efficient technologies, product formulation, waste management and employee training.

在可持续发展方面，曼秀雷敦将这一理念融入了所有品牌，并推出了许多与包装材料、节能技术、产品配方、废弃物管理和员工培训相关的绿色倡议。

"We organize a special competition every year, asking our staff members to form groups and provide their suggestions for environmental stewardship. And then we will put these into practice and give rewards to the most effective ones," Sin said. "This is how we make sustained efforts to foster sustainable development and we will definitely keep going."

“我们每年都会组织一场特别的竞赛，参加比赛的员工会自行分组，并就环境管理提出建议。然后我们会将这些建议付诸实践，并对最有效的建议给予奖励。”冼启聪说, “我们正是这样坚持不懈地推动可持续发展，并且我们一定会继续坚持下去。”

According to him, the company peaked carbon emissions in 2021 and cut carbon dioxide emissions by 20 percent, or 1,637 metric tons, in 2022 and 2023.

据他介绍，曼秀雷敦在2021 年实现了碳达峰，并在之后的2022和2023年，将二氧化碳排放降低了20%，即 1637吨。

"We received a platinum certification from the Low Carbon Manufacturing Programme of the World Wildlife Fund last year, which was the ultimate recognition for us, and our long-term goal is to reduce carbon intensity by half before 2032," he said.

关于企业的可持续发展，冼启聪在采访最后还分享了曼秀雷敦的发展目标：“去年，我们获得了由世界自然基金会(WWF)—低碳制造计划(LCMP)颁发的最高级别的白金标签认证，这是对我们的最大认可，我们的长期目标是力争在2032年前将碳排放强度再减少50%。”

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