Sun-sational launch: Round A’Round targets Japan sun care market with sun stick product

Citing data from Euromonitor, the brand said the size of the Japanese beauty market is three times that of Korea. However, the proportion of sun care purchases is only 2% – one-third that of Korea

“Round A’Round decided that it would be able to target the Japanese sun care market, which is still insignificant, by utilising the various formulations and functional strengths of its sun care products.”​

Round A’Round is manufactured and distributed by CJ Olive Young, the same company behind K-beauty retailer Olive Young.

It is also known for its sun care range, which includes its popular Green Tea Cica Mild Sun Stick.

In Korea, beauty regimes often advocate the reapplication of sunscreen consistently, which drove the popularity of the sunscreen stick format for its portability and convenience.

According to the firm, sun sticks are relatively not as popular as other formats in Japan, presenting an opportunity for the brand in the market.

It believes this gap in the market was what helped the brand expand the sun stick quickly into Plaza retail stores in Japan in May.

“Based on the strength of stick-type sun care, which is difficult to find in the Japanese market, the product entered all Plaza stores at the same time.”​

Furthermore, the brand believes the product’s texture, scent and efficacy would resonate well with Japanese beauty consumers. The brand also claims the product is vegan and hypoallergenic.

“It is easy to use in stick form, and even though it is a solid formulation, it is characterised by a moist and smooth application as it contains a large amount of moisture essence.”​

Following the launch of Green Tea Cica Mild Sun Stick, the brand said it would continue to introduce more products from its sun care range.

"This year, we plan to introduce Round A’Round to the market as a relatively rare stick-type product in the Japanese sun care market. From next year, we plan to expand the formulation to include sun cream and sun lotion.​

“As a clean beauty brand, we will spread the Korean-style daily sun care trend to the Japanese market and take the lead in revitalising K-beauty exports.”​

Eventually, it would introduce more products from its portfolio, which range from skin care to scent diffusers.

Sun care recovery in Japan

During the COVID-19 pandemic, the sun care category faced several challenges and sun care brands experienced a decline in sales in Japan.

However, with the loosening of COVID-19 restrictions and more people headed outdoors, sun protection sales have improved.

According to Kao Corporation, makers of sun care brands Bioré and Allie, it has observed an increase in sun care sales of nearly two digits over the last quarter.