K-baby beauty brand ramps up marketing in Hong Kong to increase brand awareness

Since its launch in the Hong Kong market exclusively with Sasa in 2017, it has become the top brand in the beauty retailer’s baby and mum category.

The brand plans to use this success in Hong Kong to further grow its footprint in the Chinese market.

Brand boosting campaign

Goongbe positions itself as a premium natural skin care brand that features the Oji Relief Complex, an extract derived from five different trees.

The brand claims the Oji Relief Complex can alleviate skin redness and strengthen the skin barrier.

Its products are free from parabens, artificial colours and 26 fragrances identified as allergens by the European Union.

Vivian Ko, vice president of category management & product development at Sasa said: "Hong Kong consumers have a high degree of trust and brand preference for Goongbe. Despite the intense competition in the beauty market, Goongbe has succeeded in attracting Hong Kong consumers with its convincing brand stories, beautiful product designs and by releasing high-quality products consistently.”​

Goongbe announced that it will ramp up brand awareness with large advertisements in Sasa stores located in major districts such as Tsim Sha Tsui, Causeway Bay and Mong Kok.

Additionally, it plans to put up advertisements at the outlet located in the Venetian Macao Resort Hotel, one of the most popular tourist attractions in Macau.

The campaign will feature Goongbe’s new Pure and Mild Suncare range of products.

To further enhance its brand awareness, the brand also targeted the travel retail channel. Goongbe claims it has the largest presence in duty-free stores among other K-beauty baby brands.

Previously, the brand launched in all Boots stores in Korea as part of its strategy to enhance its image.

The success of Goongbe in Hong Kong has prompted the company to launch a line for mothers.

Ko said Sasa is planning to launch the line “in the near future”​ and was confident it would be able to satisfy its pregnant beauty consumers.

Promising new K-export

The Korea Trade-Investment Promotion Agency (KOTRA), believes the infant and child personal care category is promising new export for its K-beauty industry.

According to its latest numbers, China’s infant and child skin care market grew more than 10% to reach ₩550tr ($461bn) last year.

KOTRA noted that Chinese consumers place emphasis on safety and quality above all, including price.

Aside from safety, KOTRA highlighted that brand recognition remains an important factor in the purchasing decision.

This year, KOTRA held an event targeting the baby and personal care market for 46 domestic brands and connected them with over 100 distributors.

KOTRA China region general manager Bak Han Jin said the agency would continue to offer support for K-beauty companies looking to capitalise on the country’s “promising new exports”.​