Son&Park 'Color Balm 3 Types' Sold Out Online and Offline
Focus on Quality by Reducing Packaging with Fixed Price Sales System
Among consumers, word has spread that Daiso's color cosmetics rival the quality of luxury brand products, leading to continuous love calls from overseas distributors.
According to Daiso on the 15th, the Son & Park 'Color Balm 3 Types' released last March is currently sold out both online and offline. The price of the 'Color Balm 3 Types' is 3,000 won. It has attracted attention for showing similar pigmentation to the luxury brand Chanel's 'Lip & Cheek Balm,' which is sold for 63,000 won. On social networking services (SNS), it is called the 'Daiso Unicorn' along with VT Riddle Shot. This means it is a product that people have heard of by name but cannot actually find in stores.
Content from the YouTube channel 'Beauty Message from Jane' comparing Daiso Color Balm and Chanel products. [Photo by YouTube capture]
Son & Park, which recorded a complete sell-out streak at Daiso, has received love calls from various overseas buyers not only in Asian countries but also in Eastern Europe through overseas partners since last month. It has been confirmed to be stocked in at least 1,000 major retail stores such as Don Quijote and Village Vanguard in Japan. Expansion into China and Vietnam is also being discussed.
Kim Hansang, CEO of the beauty brand Son & Park, explained, "If we enter large beauty platform channels, competition is fierce and marketing costs are considerable. In the case of Daiso, even with a minimal product lineup, we have the advantage of entering over 1,500 stores nationwide. We are currently operating all production lines to keep up with the increasing consumer demand."
In addition to the 'Color Balm 3 Types,' all 11 types of color cosmetics released by Son & Park are sold out on online shopping malls. The brand is preparing to increase product quantities to meet the high demand.
As Daiso beauty products continue to be a hot topic, it is known that recently many brand entry inquiries have been pouring in to Daiso beauty MDs. Especially, there are many inquiries from small and medium-sized enterprises. Since Daiso sells all products at fixed prices of 500 won, 1,000 won, 1,500 won, 2,000 won, 3,000 won, and 5,000 won without discount events, it can reduce 'packaging' costs and focus solely on product quality.
In fact, Daiso, which had only four cosmetic products in 2021, has rapidly expanded its product lineup in just over three years. Currently, 34 cosmetic brands are stocked at Daiso, with about 310 products. In the case of color cosmetics, not only new brands from small and medium-sized companies but also 11 well-known cosmetic brands such as Son & Park, Tony Moly Bonsep, Twinklepop, A'PIEU, Ippkun & D, and Chochoslab are stocked.
Among them, VT Cosmetic’s basic skincare product ‘Riddle Shot Facial Boosting First Ampoule’ even caused an open-run. VT Riddle Shot was sold for over 30,000 won per bottle (50ml), but it sold out after it became known that it could be purchased at Daiso for 3,000 won for 12ml.
With 'sold-out items' appearing one after another, Daiso's beauty division sales are rapidly growing. In the first quarter (January to March) of this year, sales in the cosmetics division increased by 150% compared to the same period last year. Sales of color cosmetics increased by 135% compared to the same period last year.
Daiso has over 1,500 stores nationwide and an average of 1 million customers visit daily. Daiso’s sales increased from 2.605 trillion won in 2021 to 3.46 trillion won last year.
Daiso analyzed, "The popularity of strategic products such as brand cosmetics and practical clothing items, as well as stable growth in sales of seasonal and series products, contributed to this."
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