Lion is set to build upon its reputation as a toiletries maker by producing Japanese-themed tubes of toothpaste exclusively for China-based online retail giant, Alibaba.
Japanese brands are utilising ‘Made in Japan’ labels to boost the region’s beauty and personal care items to overseas consumers, particularly in China as prestige products and high-end collections are popular with trendy buyers looking for upscale items.
The toiletries producer is creating a matcha-scented toothpaste with packaging that consists of images of Mount Fuji. The luxury item, which will be marketed by its Systema brand on Alibaba-operated website Tmall, will be priced at 22.9 yuan (€2.91) to reflect its high-end status.
Alongside its exclusive launch, Lion is also planning to develop and launch specific toothbrushes and mouthwash for the digital environment.
As Lion moves towards building its domestic online sales of health products, it is building the connections between the Japanese and Chinese markets.
On 30th June 2017, Lion established a joint venture with the Singapore-headquartered agribusiness, Wilmar International, to create an advanced plant-based surfactant. The new company, which will be incorporated in Indonesia and established in Singapore, is 50% funded by Lion and 50% by Wilmar Group.
The move by Lion to design an exclusive range specifically for the online Alibaba marketplace follows other Japanese-based heavyweight beauty magnates including Kao and Shiseido who promote their nappy name, Merries, and skin care lines, respectively.
The older generation is expected to prove an important demographic in the coming years, Euromonitor International considers, as Japan’s population appreciate value-added products that appeal to all ages.
Leading and dominant marketplace in China and the wider APAC market, Alibaba, attracts large names that advertise and showcase items such as Kao and Shiseido, and are also designing exclusive ranges.