[Asia Economy Reporter Yoo Hyun-seok] JAYJUN Cosmetic (JAYJUN) announced on the 19th that it will relaunch two of its most popular products in China, the ‘Black Water Glow Mask’ and the ‘Intensive Mask.’ Following the recent surge in sleeping pack sales, this mask pack renewal aims to reclaim the top position in the skincare pack market in China.
The renewed products are simplified into a single step by separating the mask pack part from the existing 3-step sets?cleansing foam, essence, and mask pack?namely the ‘Black Water Glow Hydro Mask’ and the ‘Intensive Blooming Mask.’
While the previous 3-step products were convenient as systematic all-in-one care items, the products have been simplified to one step considering the rise of self home care due to COVID-19. Containing naturally derived ingredients that reduce skin irritation, the 1-step products also have a lower unit price compared to the 3-step sets, aligning well with the cost-effectiveness preference of the MZ generation (born 1980?2000s).
The ‘Black Water Glow Hydro One-Step Mask’ is composed mainly of Jeju island’s mineral water and eight types of hyaluronic acid. The ‘Intensive Blooming One-Step Mask’ contains cherry blossom extract (Cerasus serrulata flower extract) and four types of plant oils, and the sheet has been improved to an eco-friendly Tencel sheet made from natural materials. It meets the EWG (Environmental Working Group) green grade, a standard for harmful substance evaluation, making it safe for sensitive skin.
A JAYJUN representative stated, “Currently, the Chinese cosmetics market is focused on cost-effectiveness, especially among the MZ generation,” adding, “This renewed product combines both cost-effectiveness and ingredients, reflecting the tastes and preferences of the Chinese MZ generation alongside the recently surging sleeping pack sales.” They continued, “With prolonged mask-wearing due to COVID-19, interest in skin protection and soothing has increased,” and added, “As the popularity of plant-based ingredients and cosmetics for sensitive skin rises, we will introduce products that meet consumer needs.”
Meanwhile, JAYJUN is also selling the ‘Black Water Glow Sleeping Pack’ and the ‘Intensive Sleeping Pack’ in China, which provide beauty care during sleep. According to the ‘China Sleep Index Report’ released by the China Sleep Research Association in March, the population with sleep disorders in China is estimated at about 300 million and is increasing annually, suggesting a steady rise in sleeping pack sales.
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