Dear, Klairs introduces four stores, increasing offline skincare distribution channels in Japan

16 Aug 2022 --- Dear, Klairs, the main skincare brand of Wish Company, a Korean beauty brand, content provider and e-commerce business, is expanding to the four largest offline distribution channels in Japan. Additionally, Dear, Klairs will release a few products in Japan, including Supple Preparation Facial Toner, Freshly Juiced Vitamin Drop and Freshly Juiced Vitamin E Mask.

“The expansion of Dear, Klairs’ offline channel in Japan was aimed at strengthening the ‘customer contact point’ by enhancing the satisfaction and experience of customers,” Seungeun Lee, head of the sales team at Wish Company Japan tells PersonalCareInsights.

The four offline distribution channels are a shop in beauty chain, a Tokyu Hands urban home center, a Plaza lifestyle store that represents Japan and a Loft home goods chain. Additionally, the product will debut in Cosme Store, Japan’s well-known beauty specialty store.

Beneficial for the skin
The Supple Preparation Facial Toner is made with a base of botanical extracts to balance the skin’s pH and fully hydrate it. Meanwhile, the Freshly Juiced Vitamin Drop is suitable for use and is made with vitamin C, which is pegged as providing healthy and vibrant skin.

Lastly, the Freshly Juiced Vitamin E Mask moisturizes the skin. The product is formulated with niacinamide and adenosine, which provide a variety of skin-improving properties. It can also be applied as a moisturizing cream in the form of a gel.

“It’s important to focus on the customer experience by introducing the product in many places, so the customers can test the products themselves and become more familiar with the Dear, Klairs brand through offline expansion,” adds Lee.

The expansion of Dear, Klairs offline channel in Japan aimed to strengthen the ‘customer contact point.’The company also intends to launch several of its products in the Japanese market that are well-known in Korea and abroad.

Offline distribution channels and packaging
Regarding the potential of offline distribution channels, Lee explains: “We wanted to focus on ‘localization,’ which is tailored to the Japanese cosmetics market. The key is applying Japanese customers’ culture and preferences.”

“Dear, Klairs focused on launching in 125 variety shops, including Plaza, in May this year. We are getting various customer feedback through CRM, and through this, we have found that many people wanted to experience our products offline.”

According to Lee, fresh package designs for Japanese clients will be offered in the recently opened stores. Through tailored packages and promotions, the brand intends to increase customer contact points.

Skincare trail kit and previous Japan expansions
According to the brand, customers can participate using the hashtag when uploading images of the products they have purchased and following the company’s official Instagram account. The Skincare Trial Kit will include four travel-sized personal care products that will be given to 60 winners.

The official Klairs Japan Instagram account will host a Skincare Trial Kit gift event until August 31 in honor of the product’s debut.

In previous Japan-based beauty moves, L’Oréal made its first venture capital investment in Japan. L’Oréal’s corporate venture capital fund, Business Opportunities for L’Oréal Development, acquired a minority investment in Japan-based beauty start-up Sparty.

In other developments, a direct-to-customer portal called Shik Beauty Collective has been made available by Mitsui’s US branch as part of an effort to promote Japanese beauty in the US more quickly. The Japanese philosophy is based on simplicity and the banality of daily existence.

By Nicole Kerr