World Cup-inspired face masks hit APAC

On 26th June 2018, leading cosmetics manufacturer, Jala Group, announced it had teamed up with Alibaba's Tmall.com to boost the presence of two of its brands.

As World Cup reaches fever pitch, the two Chinese heavyweights opened pop-up stores to raise awareness of national name, Chando, and premium cosmetics label, Maysu. The duo featured these in several APAC markets — Taiwan, Singapore and Australia— between 15th - 18th June 2018.

Top mask trends​

Jala Group introduced its World Cup fan glacier water masks, under its national brand, Chando. Building upon the hydration and moisturisation popularity of masks, the creation provides facial care to customers and is marketed towards those throughout APAC that are staying up late to catch their favourite teams play.

AR-centric​

The established producer also employed augmented reality technology (AR) to offer customers an experience in-store and to try-before-they-buy.

Staying with the growing technology of AR, the pop-up stores also showcase an AR magic mirror. This technology enables customers to access experiential cosmetics and shopping through virtual make up. This is designed to help consumers find their preferred makeup style and personalised beauty products.

Team-based packaging​

Chando’s World Cup mask has been developed with Himalayan glacier water and other natural ingredients. It also features specific patterned packaging relating to eight national teams including Brazil, France, Spain, Argentina, Belgium, England, Germany, Portugal and “a dark horse team”​, the company revealed in a recent press release.

"The glacier water mask is so cool and also very moisturising. It fits my face perfectly and my selfie attracts a lot of my friends to purchase online,"​ enthused Candy, an entrepreneur who participated in the pop-up store event.

Pop-up popularity​

Brands have increasingly selected to experiment with pop-up stores as a hybrid between the online and offline marketing approach. The anticipated potential of utilising this fun, creative and innovative brand identifier has sweeped across APAC.

Information, advice, social interaction and experiential beauty​ are hallmarks of this novel engagement technique.

As Jala Group focuses on raising its brand awareness and marketing approach, it hopes that its pop-up stores will attract more customers in several of its key growth markets: Taiwan, Singapore and Australia.