At that time, I had a very strong desire to bring a high quality product like Cosme Decorte to Chinese consumers.
In 1970, Cosme Decorte was first launched. It was a time when the first monthly salary after graduating from college was only $351.03. Cosme Decorte dared to launch such iconic items as face cream with $263.27 and loose powder priced at $1,017.99 with a 24-karat gold compact, which became the “pinnacle” of the cosmetic brand at the time both in terms of quality and price.
In 1992, based on the results of continuous research in the medical field, we began to make multi-layered capsules of “phospholipids” – microlipid capsules – for use in beauty lotions. After eight years of research and commercialization, the iconic star product, Cosme Decorte Moisturizing Lotion, was finally completed.
With the Group’s entry into overseas markets from 1968, Kose entered China in 1988 and Cosme Decorte officially entered China in 2009. Its first offline store opened in Beijing SKP. This move was based on the forward-thinking judgment of Mr. Kazutoshi Kobayashi, Chairman and President of Kose Corporation of Japan. “At that time, I had a very strong desire to bring a high quality product like Cosme Decorte to Chinese consumers.”
Cosme Decorte previously sold mainly in brick-and-mortar stores where it could reach customers. But with the outstanding performance of Chinese e-commerce platforms such as Tmall. Kose Group shift sales channels of Cosme Decorte. For a overseas companies who want to sell goods in China themselves, they need to understand Chinese business practices and build relationships with wholesalers. By choosing to be settled on Tmall, the brand can go directly to consumers.
On August 13, 2018, Cosme Decorte launched on Tmall after entering China for nine years. In the first 10 days of its opening, Cosme Decorte has already attracted about 600,000 consumers into its stores on Tmall, equivalent to the traffic of 30 counters of a cosmetics brand offline.
At present, Cosme Decorte’s official flagship store has over 5.51 million followers and 168 SKUs in the store. The “Herbal Vitalizing Lotion” is the hottest selling product in the store with monthly sales of 100,000+. 13 products in total achieved monthly sales over 10,000.
In 2019, Cosme Decorte opened its 10th anniversary interactive experience exhibition in China. During this decade, Cosme Decorte has consistently provided quality products and services to Chinese consumers of all ages thus it gained more and more followers in China. Cosme Decorte has embedded its dedicated brand spirit into every product. With its luxury care and heartfelt care, it allows consumers to blossom with radiant confidence and beauty from the inside to outside.
On May 22, 2020, Cosme Decorte landed on Tmall with its spiritual symbolic products, Absolute Quality high-end collection, to kick off the first Tmall Super Brand Day. It created an annual carnival day for Cosme Decorte fans.
The turnover of Cosme Decorte Tmall official flagship store ranked top in the sales of beauty on May 22. Its new AQ set was sold 13,000 + sets. Its sunscreen products exceeded the sales volume of 25,000 units, firmly ranking Top 1 in high-end sunscreen. The number of Cosme Decorte active users grew 10 times and its fans grew 540,000 increased by 237% compared to the Double 11- Chinese Shopping Festival- in 2019.
In 1946, Mr. Takasaburo Kobayashi founded the Kose Group with the wish “to make people brighter through cosmetics”. As it moves from Japan to the world step by step, Kose has always been committed to creating truly good quality and actively promoting the diversity of beauty and culture. It spread beauty and touched the world with beauty.
With this belief and mission in mind, Kose launched the Group’s global premium brand, Cosme Decorte in 1970. Through the unique charm of cosmetics, we hope that each consumer will be able to live an independent and exciting life and that everyone in the world will be able to live the way they want to.
