Amid the novel coronavirus pandemic (COVID-19), the Johnson & Johnson-owned brand has seen a growing demand for dermal beauty products.
“We have seen an upward trend in demand for cosmetic products for the dermis due to skin care consumers seeking DIY skin care with the same level of effectiveness as clinical or beauty spa treatments ”, said Sandrine Tesnière, marketing, media and digital manager, travel retail, Johnson & Johnson.
She added that this trend has accelerated on the back of the global concern for health and safety in general. “Consumers put safety and health first and look for skin health products backed by science and approved by professionals.. “
Going forward, the company expects these consumer shifts to further drive demand for the brand.
“Derma cosmetic brands like Dr.Ci:Labo have proven to be resilient. In the post-COVID-19 world, I expect consumer interest in dermal cosmetics and skin health products that support overall health and wellness to continue to increase, ”said Tesnière.
Next year, the company intends to take advantage of strong demand from its Asian consumers, particularly Chinese and Japanese, to boost growth abroad.
“Dr. Ci:Labo aspires to expand our presence internationally so that many more consumers can discover the scientific results of the brand. “said Tesnière.
In preparation for this expansion, the company recently changed its name to “modernize” its identity.
“The refreshed identity refines our brand’s mission to help everyone achieve a beautiful appearance and radiant glow from within, by offering a range of skin health formulations developed to help the growing Ci: Community. with their skin problems,“said Tesnière.
Explore opportunities in retail
As part of its strategy to increase brand awareness globally, the company will focus its efforts on the travel retail channel.
“Retail will play a key role in our ambition to develop our global brand awareness, as it allows a discerning international audience to try our products… Highly traveled consumers are extremely savvy and know where to find the latest and greatest in care. the skin. It’s a fascinating phenomenon that consumers are turning to duty-free retail for some hidden finds, ”said Tesnière.
Tesnière said the company is committed to establishing a brand presence in major travel hubs such as South Korea, Japan, China, Hong Kong, Singapore and Thailand.
In particular, the brand is increasingly focusing its attention on the Chinese travel retail market.
“In China, we have won [online] registrations with China Duty Free Group at Haitang Bay and Beijing Capital and Daxing airports. More recently, we obtained registrations with the CNSC at various duty free stores in downtown China ”,said Tesnière.
The company also intends to take advantage of retail opportunities to capitalize on the trend towards personalization in skin care.
“We will focus on enhancing personalized consumer experiences at our retail counters – delivering an experience similar to what you would have at a Japanese Dr.Ci:Labo store – with tailored clinical consultations., “said Tesnière.
Differentiate through omnichannel experiences
In addition, Tesnière underlined the importance of strengthening the brand’s omnichannel presence.
“A thoughtful omnichannel and connected commerce strategy creates a frictionless, hyper-personalized consumer experience. The connections we make with our consumers must add value to their personal skin health journey.“
The brand has carried out campaigns and activities such as encouraging conversations about “skin rationalism” with dermatologists, key opinion leaders (KOLs) and economists.
“We will continue to build brand awareness through dermatologists, KOLs and savvy skincare influencers via live streaming, which are powerful tools in reaching consumers. Most importantly, the content of these live streaming sessions continues to add value to the knowledge and experience of consumers when using a Dr.Ci:Labo product ”, said Tesnière.
Such initiatives have helped boost the brand, as evidenced by its performance on Chinese e-commerce platform Tmall, where the company published “Exceptional results”Compared to last year, Tesnière said.
“Our priority is to deliver a premium brand experience through digital platforms and content and to interact with consumers through various touch points. We will continue to expand our presence via omnichannel, with online-to-offline strategies, which complement our brand’s ambition and position us for the resumption of the post-COVID-19 era. “
