Avajar, a daily self-care functional cosmetics brand, is making a full-scale entry into the Taiwanese market.
On June 10, Avajar announced that it will officially launch its products in July at Cosmed and POYA, two of Taiwan's leading health and beauty (H&B) distribution channels. This large-scale distribution agreement was reached just two months after Avajar entered 100 LOFT stores, a major lifestyle select shop in Japan, in April.
Through this agreement, Avajar will supply its flagship products to a total of 680 offline stores across Taiwan, including 250 Cosmed locations and 430 POYA locations. The main products to be launched are five items: two types of V-Lifting Masks, a neck patch, and two types of modeling packs. All of these belong to Avajar's high-performance home care lineup, specialized in skin lifting and elasticity improvement.
This launch is significant not only as an overseas expansion, but also because Avajar has secured both of the core distribution channels known as the "two pillars" of the Taiwanese H&B market at the same time. Cosmed, a subsidiary of Taiwan's largest distribution group, Uni-President Group, operates more than 460 stores and is known as Taiwan's national drugstore. It is a major gateway for K-beauty brands to enter the market, and is recognized for its high brand credibility and purchasing power.
POYA, which started as an accessory store in 1975, is now a lifestyle-based distribution giant operating more than 200 household goods and cosmetics stores throughout Taiwan. Recently, POYA upgraded all of its stores to fifth-generation smart stores and has improved efficiency through computerized inventory and sales systems.
These two distribution channels form the top-tier beauty retail network deeply embedded in the daily lives of Taiwanese consumers, and are known for their high barriers to entry and fierce competition for foreign brands. Avajar's simultaneous entry into both channels serves as a dual endorsement of its brand competitiveness and global product strength.
From the initial launch, Avajar plans to appeal to Taiwanese beauty consumers by emphasizing its brand concepts of "instant results" and "high-performance self-care." In particular, the lifting packs and modeling packs will be marketed by highlighting their comfortable use and efficacy, targeting the premium home care market.
Based on its distribution experience in global markets such as the United States, China, and Japan, the company plans to implement a digital branding strategy in Taiwan that combines online marketing with collaborations with KOLs (Key Opinion Leaders, or Taiwanese influencers).
An Avajar representative stated, "Taiwan has high loyalty to K-beauty and a steadily growing demand for functional cosmetics. With this launch, we aim to further solidify the perception of premium K-beauty products such as lifting packs."
The representative added, "The Taiwanese H&B market, along with Japan and China, is considered a 'barometer' for K-cosmetics expansion. Avajar's simultaneous entry into both Cosmed and POYA is not just a distribution achievement, but also reflects the global credibility of K-beauty functional brands."
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