Clio, a prominent beauty brand from South Korea, is venturing into a new market by introducing its ingestible beauty line, TRUE RX, in Japan. This strategic decision signifies Clio's debut in the internal beauty sector, targeting health-conscious consumers in Japan. The initial product range consists of three supplements—Rich Collagen White G, Rich Collagen, and Rich Elastin—currently sold in 150 MatsuKiyoCocokara stores, with intentions to expand distribution to 800 outlets by the end of the year.
Market Trends
The launch of TRUE RX in Japan highlights a growing trend among consumers seeking holistic wellness solutions, particularly ingestible beauty products that address skin health from within. Japan’s demand for beauty supplements is driven by increased awareness of health benefits associated with ingredients like collagen and glutathione. Clio’s strategic positioning in drugstores, a primary distribution channel in Japan, reinforces its goal to establish a strong offline presence, capitalising on the accessibility and trust associated with well-established health retailers.
Rich Collagen White G, which contains glutathione, is especially popular in South Korea for its skin revitalising and antioxidant effects, resonating with Japan’s wellness-oriented consumers. The brand’s emphasis on clean label and dermatology-based development is expected to attract Japanese consumers who prioritise products free from unnecessary additives.
Strategic Actions
Strengthen Distribution and Visibility in Key Retail Outlets
Clio can further strengthen its market presence by expanding TRUE RX’s availability in popular retail outlets across Japan. This involves:
Increase Distribution to High-Traffic Locations: Target an additional 650 outlets within Japan’s top-tier retail networks, including MatsukiyoCocokara and similar chains, to reach more consumers.
Host Promotional Events and Pop-Ups: Organise targeted events to educate consumers on the brand’s beauty-from-within benefits, similar to the successful month-long pop-up held at MatsukiyoCocokara in Shibuya Dogenzaka and Ikebukuro.
This approach enables Clio to connect directly with consumers, building brand loyalty through experiential engagement.
Expand Product Line and Ingredient Diversity
To meet diverse consumer needs, Clio could consider adding new supplements that target additional wellness benefits. Key actions include:
Develop Supplements for Specific Needs: Introduce products focusing on immunity, energy, and anti-aging, which are emerging health priorities in Japan.
Highlight Functional Ingredients: Continue emphasising unique, research-backed ingredients like L-glutathione yeast extract and white tomato to differentiate TRUE RX from competitors.
By diversifying its offerings, Clio can expand its appeal to a broader consumer base and strengthen its foothold in Japan’s health supplement market.
Leverage Brand Equity for International Expansion
Building on its success in Japan, Clio can extend TRUE RX into additional high-demand markets in Southeast Asia and the United States. Steps include:
Conduct Market Research on Health Trends: Investigate consumer preferences in each region to tailor product launches that align with local health and beauty demands.
Collaborate with Local Retailers and Influencers: Establish partnerships with prominent local stores and influencers to increase brand awareness and product acceptance.
This international growth strategy will enable Clio to capitalise on the global rise of beauty-from-within products, positioning TRUE RX as a trusted, quality-focused brand.
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