Home Beauty 'Madeca Prime' Applies Elasticity Mode
"Saw Market Potential... Positive Response from 40s and 50s"
Chungho Nice has expanded its 'homecare device' market by utilizing door-to-door sales. The company stated that it achieved results by deploying its existing water purifier door-to-door sales organization to sell newly launched home-use skin care devices.
Chungho Nice announced on the 15th that it sold more than 170% of its target sales within a month after launching the 'Madeca Prime Chungho Package' in collaboration with Dongkook Pharmaceutical last September. The homecare pain relief device 'Iaso Quadruple Package,' which began sales last month, is also showing a gradual increase in sales.
Madeca Prime is a home beauty device with brightening, absorption, and elasticity modes. The brightening mode delivers electrical energy momentarily to remove dead skin cells. The absorption mode uses patented multi-medium frequency technology to help cosmetics penetrate deep into the skin, and the elasticity mode manages skin sagging with microcurrent energy. Iaso is designed for self-laser treatment of joint pain conditions in the wrist, elbow, soles, knees, shoulders, and waist. The cold laser penetrates deep tissues to help alleviate musculoskeletal pain.
In addition to existing businesses such as water purifiers and air purifiers, the door-to-door sales system played a significant role in expanding into the homecare device market. The existing door-to-door sales organization also took charge of homecare devices. This leverages door-to-door sales know-how accumulated since 1993. Chungho Nice has over 20 offices nationwide, more than 200 sales branches, and about 2,500 service sales experts. Additionally, the in-house training team conducts product demonstrations, providing comprehensive training so that door-to-door sales staff can give customers realistic explanations based on their own product usage experience.
Targeting mainly people in their 40s and 50s was also effective. Due to the nature of the rental industry, the largest proportion of Chungho Nice subscribers falls within the 40s and 50s age group, with a particularly high percentage of women. These customers are more likely to pay attention to skin and health care and tend to have relatively more financial resources than other age groups, showing a positive response to homecare devices.
A Chungho Nice official said, “Interest in homecare devices such as beauty and healthcare is growing these days, so we saw market potential,” adding, “Expanding product categories to include not only water purifiers and air purifiers but also the homecare market allows the door-to-door sales organization to be more active and generate additional sales.”
Partnering with companies that already have excellent manufacturing capabilities and products, such as Dongkook Pharmaceutical and Wells Care, also contributed to the product's popularity. Dongkook Pharmaceutical, which has been established for over 50 years, is gaining a foothold in the beauty market through cosmetics like Madeca Cream. Wells Care is a specialized treatment technology company, and Iaso has obtained Class 3 medical device approval from the Ministry of Food and Drug Safety and registration with the U.S. Food and Drug Administration (FDA). A Chungho Nice official said, “Our strategy is to maximize synergy effects by leveraging our nationwide sales network and door-to-door sales know-how and sales capabilities.”
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