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.
Moreover, Welcia-BHG launched its first skincare model this yr, after 5 years in Singapore. The model presently consists of 1 product, a 3-in-1 facial sheet masks and is solely obtainable in Welcia-BHG shops.
“We’ve been [in Singapore] for 5 years now. Our gross sales historical past tells us that sheet masks are fairly robust by way of gross sales. We additionally noticed the market leaders and we noticed a chance to develop one thing completely different,” mentioned Ong.
The event of Ojo was in keeping with the corporate strategic plans to focus closely on unique merchandise from Japan.
Ong elaborated that Ojo was influenced by the necessity for multifunctional merchandise.
“The buyer these days could be very busy, and so they need a number of advantages in a single, moderately than a selected one for anti-ageing or whitening. So, we noticed a chance for this idea.”
The facial masks consists of elements akin to niacinamide, snow mushroom extract in addition to Japanese moon jellyfish extract. Based on the agency, it helps with anti-ageing, pores and skin brightening, moisturising, soothing in addition to wound therapeutic.
Since its launching in January this yr, Ong advised us that the gross sales and suggestions have been constructive. The corporate believes there shall be demand for Ojo in Japan and is getting ready to launch it there subsequent yr with its mum or dad firm.
Shifting ahead, Ong mentioned the corporate is working to usher in extra J-beauty exclusives, not simply in skincare or make-up, but additionally for hair care. It’s because Welcia-BHG has noticed wholesome development in hair care.
“What we’ve realised is that particularly the youthful customers, they don’t see hair care as one product for the entire household, in contrast to physique wash. Each individual within the household has private necessities and desires so all people needs their very own private remedies.”