Japan’s Ci:Z Holdings aims to take flight in APAC travel retail market

By Amanda Lim

- Last updated on GMT

Japanese cosmetics company Ci:z Holdings has identified travel retail as a strategic channel. ©Ci:Z Holdings
Japanese cosmetics company Ci:z Holdings has identified travel retail as a strategic channel. ©Ci:Z Holdings
Japanese cosmetics company Ci:z Holdings has identified travel retail as a strategic channel to help drive the sales of its two brands – Dr. Ci:Labo and Labo Labo.

Phillipe Gueulet, International Commercial Director of Dr. Ci:Labo, said it was the company’s priority to increase brand awareness and expansion within Asia-Pacific’s travel retail market.

“Travel retail is an incredibly powerful channel which offers unmatched potential for consumer engagement and brand building. Travellers have a relatively long dwell time at airports which means we have a captive audience who have time to explore our products,”​ said Gueulet.

He concluded: “Our investment in this channel is an important step as we look to reinforce the prestige credentials and brand equity of the Dr. Ci:Labo portfolio.”

‘Untapped potential’

According to the company, Dr. Ci:Labo and Labo Labo currently enjoy a strong presence in APAC and plans to leverage on this momentum.

Gueulet highlighted that Labo Labo was ‘leading the way’ in the travel retail channel because of its product positioning and strong brand awareness among Chinese consumers.

“Labo Labo was born after Dr. Shirono discovered that pores were a recurring concern for his younger clients. The Labo Labo pore care range addresses the skincare needs of the all-important millennial consumer, a fast-growing audience and shopper demographic in travel retail.”

Currently, the brand has exclusive travel retail sets available in Korea but it plans to continue developing more exclusive items, including sets containing the Labo Labo Keana Lotion.

On the other hand, Gueulet believes Dr. Ci:Labo holds ‘untapped potential’​.

“There is a big demand right now for J-Beauty brands on the whole due to the advanced technology behind them and the sophisticated Japanese beauty regimens that exist.

“J-Beauty is a cutting edge market that is inspiring the rest of the world and Dr. Ci:Labo is well-placed to ride this J-Beauty wave with the knowledge and expertise of the brand’s founder, Dr. Shirono.”

Gueulet added that the brand was well-positioned to succeed in the market.

“The demand from consumers for products that address specific skin concerns backed by extensive scientific research, as well as the growing trend for overall well-being and a healthy lifestyle.”

“Dr. Ci:Labo is positioned as a skin health brand, as highlighted in its ‘beauty prescribed’ tagline, and its USP is the significant science-based innovation behind the brand’s products – medical-grade skincare for everyday use.”

Gueulet told CosmeticsDesign-Asia​ that for travel retail, special formats and multipacks would be available for Dr. Ci:Labo Aqua Collagen Gel Super Moisture, Enrich Lift EX and Super100 Series Epidermal Growth Factor (EGF).

He added that the latter was a very sought-after product among Chinese consumers.

Expansion into key markets

The company is planning to expand in Hong Kong, Macau, Singapore, China and other key markets this year.

“We expect to grow Dr. Ci:Labo’s share by building on the anti-ageing and whitening offer due to a strong demand for these products coming from Chinese consumers.”

One of the first steps will be to attend the Tax Free World Association’s (TFWA) Asia Pacific Exhibition this year.

Gueulet said: “We’re exhibiting for the first time this year and attending other key trade shows and events so that we can introduce Dr. Ci:Labo’s and Labo Labo’s product range to retailers as well as provide product demonstrations.”

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