Unique J-beauty manufacturers key to bolster Welcia-BHG’s retail proposition

Welcia-BHG Singapore is a three way partnership between AEON subsidiary Welcia Holdings and Chinese language retailer Beijing Hualian Group (BHG).

With a number of well being and wonder chains in Singapore, Welcia-BHG has made it some extent to carve out a distinct segment available in the market for itself because the J-beauty specialist.

“It’s about differentiation. There are different drugstore chains so to ensure that us to distinguish, we have to usher in much more unique Japanese merchandise. That is our energy,”​ mentioned Felicia Ong, head of merchandising at Welcia-BHG.

Based on Ong, unique merchandise make up round 40% of Welcia-BHG’s product line-up throughout all classes from skincare to well being dietary supplements.

This yr the corporate has been excited to usher in extra unique J-beauty manufacturers, together with up-and-coming skincare model Aveaute by Japanese singer Koda Kumi.

Moreover, it has introduced in mineral skincare and make-up model Solely Minerals to fill a niche within the clear magnificence house for mineral magnificence merchandise.

“After I was deciding what to usher in, I noticed that the market was lacking mineral cosmetics. There are numerous manufacturers in Europe for example however not in Singapore. I see numerous potential for Solely Minerals as a result of folks now choose one thing that’s not so aggressive and extra pure,” ​mentioned Ong.

The corporate has additionally launched Resta, a skincare model that was collectively developed by Welcia Holdings and Rohto Pharmaceutical and first launched in Japan.

“It’s straightforward to grasp why we introduced on this model. First, it’s a collaboration between Rhoto and Welcia in Japan. It was additionally developed for youthful customers which are thinking about preventative ageing skincare. I see a requirement for this and likewise as a result of it’s a easy model, I assumed it will be good to deliver it in,” ​mentioned Ong.

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