VDIVOV Cleansing Foam Becomes Million Seller

[Asia Economy Reporter Yujin Cho] Shinsegae International's premium cosmetics brand Vidivici announced on the 5th that its 'Face Clear Perfect Cleansing Foam' has surpassed a cumulative sales volume of 10 million units, the first among its products to achieve this milestone.

Launched in June 2016, this product reached cumulative sales of 1 million units just three months after its release, and within less than two years, sales increased more than tenfold. This achievement was made possible by strong demand within China despite the COVID-19 pandemic blocking duty-free sales channels. Considering China's total population of 1.4 billion, this means one out of every 140 people purchased the product.

Developed in a cream-type formulation preferred by Chinese customers, it is suitable for all skin types including oily, dry, and sensitive skin. The quality and packaging were elevated to overseas luxury standards, while the price was set at about half that of luxury brands.

Additionally, taking into account Chinese customers' preference for low-irritation ingredients, skin-friendly amino acid-based components and naturally derived moisturizing herbal ingredients were used.

This strategy proved successful as word of mouth spread among Chinese consumers and Wanghong influencers, leading to explosive sales growth and driving brand revenue. Sales, which were only 30,000 units in 2017, rose to 2.3 million units in 2018 and 6 million units in 2019, with expectations to sell over 6 million units by the end of this year.

The product sold out during last year's Singles' Day (Guanggunjie) event, and during this year's China 618 shopping festival, it sold more than 90,000 units, ranking among the top 3 cleansing foam products on JD.com.

Vidivici strengthened its marketing activities by appointing Chinese star actor Wang Dalu as the product model in January this year, and the digital content related to this product has accumulated over 400 million views, securing widespread recognition within China.

A Vidivici representative stated, "We aim to sell 5 million units in the second half of the year through expanded online channel sales in China and Singles' Day promotions," adding, "With cleansing foam appealing to a broad customer base providing positive brand experiences, we plan to introduce second and third hit products to increase market share."

This content was produced with the assistance of AI translation services.