Olive Young Targets Japanese Market with PB... Opens Biohealbo and Wake Make Pop-up Events

Biohealbo, WakeMake, BringGreen, PhilyMilli
Booth Operation with Beautiful Christmas Concept

CJ Olive Young announced on the 21st that four of its private brands (PB), including Biohealbo and WakeMake, will operate a pop-up store at Japan's largest beauty select shop, '@cosme Tokyo,' until the 26th.

@cosme is Japan's largest beauty-specialized platform. It operates over 30 stores and an online mall within Japan. @cosme Tokyo is a flagship store located in Harajuku, spanning approximately 400 pyeong (about 1,322 square meters), and is known as a "beauty sanctuary" among young Japanese consumers.

Olive Young is running a booth under the concept of "Beautiful Christmas" to introduce Biohealbo, WakeMake, Bring Green, and Filimilli to local customers. Approximately 40,000 visitors are expected during the one-week event period.

These brands began their entry into the Japanese market starting with their placement in the complex shopping mall 'RUMINE' in 2019. Currently, they can be found not only at @cosme, PLAZA, and LOFT?considered the top three offline cosmetics stores in Japan?but also on major Japanese e-commerce platforms such as Rakuten and Qoo10 Japan.

In particular, these brands have gained a reputation for offering high-quality cosmetics at reasonable prices. This year, Biohealbo demonstrated its competitiveness by winning the Beauty category 'Rookie Award' at the 'Qoo10 Awards 2023,' which honors brands that performed well on Qoo10 Japan.

The sales of these brands in Japan have shown a steep growth trend, doubling annually on average over the past three years. From January to November this year, offline channels alone recorded a growth rate of about 150%. Considering the characteristics of the large Japanese market, where offline purchases of cosmetics have a high proportion, this is an encouraging achievement.

An Olive Young official stated, “Biohealbo and WakeMake have proven their competitiveness in the fiercely competitive Japanese market and are fulfilling their role as the 'vanguard' of K-beauty. We plan to use this pop-up store as a stepping stone to increase brand awareness and aggressively target the Japanese market through channel expansion.”