Reshaping the offline ecosystem, returning to offline, preventing diversion and controlling prices… For beauty brands, “offline channels” is undoubtedly one of the hottest keywords in 2024.
It is undeniable that as consumer groups begin to return to offline, the value of this channel is being redefined. However, at the same time, consumer demands and habits are undergoing revolutionary changes, with new shopping experiences, personalized services, innovative shopping scenes, and breaking boundaries in multiple areas… Creating more unique competitiveness is the key challenge for brands in offline layout.
CHAILEEDO has noticed that in the past two years, dermatological skincare brand JUYOU has been gradually exploring the infinite possibilities of the “post-offline” era in a completely new way. Just recently, JUYOU collaborated with the new beauty and makeup concept store brand WOW COLOUR and launched the “JUYOU Reconstructed Yibe Peptide Sticky Egg Protein Skin Source Quick Repair Essence Offline Debut” themed flash mob event at the WOW COLOUR Lianhua Store in Shenzhen Futian Central Plaza, kicking off the brand’s October promotional activities. As a dermatological skincare brand emerging from public hospitals, JUYOU is leveraging its brand values and channel advantages to activate new growth momentum.
Collaboration with WOW COLOUR, JUYOU’s new product offline debut
For beauty brands, the primary significance of offline channels is no longer just “selling products”, but transforming them into a direct communication and interaction window between the brand and consumers, to enhance the brand’s influence in a more direct way, thereby bringing stable market growth.
At the same time, consumers’ perception of offline channels is also undergoing a transformation, with more engaging product displays, richer themed activities, and diverse product experiences becoming important indicators influencing consumer willingness. Consequently, more and more brands are joining hands with interesting and trendy channel partners to reshape their channel layouts, and JUYOU is one of them.
During the just-concluded National Day holiday, JUYOU teamed up with WOW COLOUR at the Futian Central Plaza in Shenzhen to host a combined online and offline “JUYOU Reconstructed Yibe Peptide Sticky Egg Protein Skin Source Quick Repair Essence Offline Debut” themed flash mob event, attracting numerous skincare enthusiasts and consumers to experience and share.
CHAILEEDO has learned that the newly launched product at this offline debut, the JUYOU Reconstructed Yibe Peptide Sticky Egg Protein Skin Source Quick Repair Essence, targets the consumer pain point of “emergency repair”, focusing on three main usage scenarios: sudden skin deterioration, skin sensitivity, and special beauty treatments before and after. This essence is primarily formulated with JUYOU’s patented technology of reconstructed Yibe peptide, and combined with a complex of reconstructed collagen proteins (reconstructed human collagen, reconstructed fibronectin, reconstructed elastin). Additionally, ingredients like VC ethyl ether, idebenone, tranexamic acid, among others, are added to prevent dullness and brighten the skin. Testing by third-party agencies has shown that using this essence can effectively reduce skin redness within just 30 minutes.
It is worth noting that even before the event, JUYOU and WOW COLOUR had already started online pre-event promotions, teasing the flash mob activity on social media and leveraging the massive influence of JUYOU’s first brand ambassador, Lin Yun, with millions of fans, to launch the event.
Throughout the event, JUYOU will extend its exposure time on the WOW COLOUR online mini-program, reinforcing JUYOU’s brand impression in the minds of WOW COLOUR’s target users. Additionally, the WOW COLOUR rewards mall will offer exchange benefits to attract online traffic to offline stores through in-store redemptions, further enhancing deep interactions between users and the brand, and improving online exposure conversions.
In October, starting with this event, JUYOU will use WOW COLOUR’s offline stores as the primary battlefield, establishing one core store for roadshows, six special stores for check-ins, 50 Class A stores for new arrivals, and offering gifts at 263 stores nationwide. Through activities like store check-ins, new product launches, and periodic lucky draws, the brand will strengthen its visibility and recognition.
Using channels to boost brands, and using brands to support channels
It is worth noting that since its inception, JUYOU has been based in the serious medical channel, focusing on public hospitals; gradually opening up consumer medical OTC channels, and collaborating with national large chain pharmacies; in the past two years, JUYOU has started to focus on expanding offline new consumer channels. As of now, JUYOU has entered more than 15,000 OTC points nationwide, over 1200 hospitals, established over 5000 cosmetics stores and department store channels, and partnered with multiple new retail channels.
So, why did JUYOU choose WOW COLOUR, a new retail channel, and what will this expansion bring to JUYOU?
According to information obtained from the brand, since the fourth quarter of 2023 when the two sides joined hands, JUYOU has already launched its full product line on WOW COLOUR, including not only the new product JUYOU Reconstructed Yibe Peptide Sticky Egg Protein Skin Source Quick Repair Essence but also the Triple Protein Series, Vitamin B5 Series, Light Physical Sunscreen, Yibe Quick Repair Series, Acne Skin Repair Series, and more, greatly enriching WOW COLOUR’s product line and audience reach.
In fact, even in today’s era where live streaming is prevalent and traffic is king, the display, interactivity, and experiential qualities of offline channels are something online channels can never match. The space for offline brand displays and interactions, along with high-quality face-to-face service experiences, are things that online channels still cannot replicate.
Especially as the consumption views of the younger generation start to shift, creating a new retail format that connects online and offline, fostering a refreshed shopping experience, has become a new scene for brands seeking offline growth. This is also a key reason why JUYOU chose to collaborate with WOW COLOUR.
Unlike traditional beauty stores, WOW COLOUR has attracted numerous high-profile, high-growth, and high-repeat-purchase brands both domestically and internationally since its establishment, with immersive shopping experiences, distinctively designed stores, and modern services, quickly capturing a large number of young Z-generation consumers in first and second-tier cities in China who seek high value for money. This has made WOW COLOUR an important new retail channel for brands to attract a higher quality young customer base.
However, JUYOU’s expansion in the new retail field cannot solely rely on WOW COLOUR to sustain long-term and stable growth. The foundation of channel advantage lies in brand power and product strength.
It has been observed that JUYOU is a skincare brand rooted in public hospitals, with medical research and collaboration at its core. Biotechnology serves as JUYOU’s backbone, gradually offering more precise solutions to various skin issues. By continuously leveraging its solid R&D capabilities and dermatological-grade products, JUYOU is paving the way for future growth in the new retail channel, which is one of the key reasons why WOW COLOUR is willing to choose to cooperate with JUYOU.
Currently, JUYOU has established two major R&D bases in Xi’an and Chengdu, forming three major teams – cosmetics R&D, medical device R&D, and raw material R&D – covering areas such as functional skincare products, medical devices, and bioactive materials, and has achieved a total of 121 patent results, including 50 invention patents, 53 utility model patents, and 18 design patents.
It is worth mentioning that JUYOU is the first company in China to achieve mass production of reconstructed Yibe sticky egg protein and is also the leading drafting unit of the group standard “Reconstructed Yibe Sticky Egg Protein for Dressings.” The purity of JUYOU’s reconstructed Yibe sticky egg protein reaches 95%, with a dopamine content as high as 5.81%, far exceeding the medical industry standard of 0.3%, establishing an industry-leading technological barrier. These ingredients have been applied to multiple JUYOU “cosmetic” and “medical” products. In the future, JUYOU will continue to focus on applications in post-project repair, skin disease care, and sensitive skin areas.
With its robust R&D capabilities, JUYOU has the confidence to collaborate with WOW COLOUR and other differentiated channels to develop products suitable for various consumer scenarios, meeting unique consumer demands, and exploring new products and models that align with offline channels.
Seeking channel growth, building a new brand height
Brands and channels are mutually empowering and mutually fulfilling. Brands can drive offline traffic through channels like new retail, defining future trends in beauty from the closest points to consumers. Channels, on the other hand, gradually enhance their reputation through one quality brand after another, extending their influence to more consumers.
Undoubtedly, the cooperation between JUYOU and WOW COLOUR is mutually propelling each other towards higher growth heights.
Many industry insiders have candidly told CHAILEEDO that the drastic fluctuations in the cosmetics market have not had a very clear impact on the offline market. From a brand perspective, “offline” brings continuous and stable market growth, but at the same time, the stability and innovation of the brand are also valued by channels. From this perspective, JUYOU has undoubtedly chosen a difficult but correct path.
Of course, WOW COLOUR is just the entry point for JUYOU’s deployment in the new retail arena. According to information from JUYOU to CHAILEEDO, in the future, it will continue to focus on the target consumer groups represented by WOW COLOUR’s new retail channels, continuously explore new possibilities for cooperation between new retail and top offline chains, develop more skincare products that appeal to the trend-seeking Z generation, and continue to fill market demand gaps.
Currently, leveraging its unique biotechnology and flagship ingredients like reconstructed Yibe sticky egg protein, JUYOU has positioned its offline CSKA product line around the Yibe Quick Repair Series and Triple Protein Series cores. Additionally, a wrinkle-firming series suitable for sensitive skin will soon be available on the WOW COLOUR CS channel. In the future, JUYOU will continue to develop more new products tailored to different channels and customer demands.
In today’s era of severe online competition, offline channels offer brands new possibilities for seeking growth. Rooted in offline channels, JUYOU will continue to expand the avenues of functional skincare, solidifying the foundation of effective skincare.
