Nov 19, 2015 17:29 Asia/Seoul Time Zone
Korean Beauty Brand ‘Lalavesi Moisturizer’ Is the First Cosmetic to Sell 1 Million Products Online
SEOUL--(Korea Newswire) November 19, 2015 -- Korean Beauty brand ‘Lalavesi’ which is famous for its ‘Akma Cushion’ is getting worldwide attention including America.
Lalavesi is the first brand launched by Korean cosmetics company KB Pacific Co., Ltd (CEO: Won Jin, www.lalavesi.com) and it has been attracting public’s attentions by making a record of selling 20,000 products within a day since the launch of its moisturizing cream ‘Akma Cream’ in 2012. In 2014, KB Pacific launched ‘Akma Cushion’ and the product has been emerged as a dark horse in cosmetics market by selling 50,000 a day, being listed as No.1 bestseller in several online markets and receiving Grand prize in Top Products of the Year contest. Totally, Lalavesi has sold over 1 million moisturizing creams in the shortest period of time in Korean online market.
Its popularity continues in overseas by receiving many offers from global agencies. According to Lalavesi, they received hundreds of offers from the agencies in Asia such as China, Hong Kong and Japan as well as in America.
Online brand Lalavesi focused on ‘branding’ without having a single offline distributor.
“Other Korean cosmetics brands have grown by focusing on market and channel based on sales and distribution.” said Won Jin, CEO of Lalavesi. “They are making profits out of distribution rather than branding even though they have excellent products.”
It’s quite amazing that Lalavesi is making success by branding without distribution or sales. Their potential is huge as they are selling two products in one market and have been maintaining fixed price policy since 2012.
They positioned their product as ‘excellent product developed by researchers of Lalavesi’ despite their brand name, Akma which means devil. Also, they overcame the limitation of online market that customers can’t experience the products before purchasing by offering ‘3 month warranty and free shipping for return’.
CEO Won Jin said “We have received offers from global markets since 2012 but we have been postponing the offer because my goal is to position our products as attractive product in overseas market rather than to make profits.”
He also added that “We’ve decided to get sales licenses in Asia, America as well as Europe because I think the time has finally come.”
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