News

Nov 04, 2024

APR Corp thriving in Japan and Chinese-speaking markets, to expand overseas sales channels for new products

04-Nov-2024 - Last updated on 04-Nov-2024 at 01:25 GMT Since the company debuted medicube AGE-R Derma EMS Shot in March 2021, the cumulative global sales of this beauty device range have exceeded 2.5m

04-Nov-2024 - Last updated on 04-Nov-2024 at 01:25 GMT

Since the company debuted medicube AGE-R Derma EMS Shot in March 2021, the cumulative global sales of this beauty device range have exceeded 2.5m units as of September 2024.

APR has attributed the results to two factors, namely “solid performance” in the domestic market and rapid growth in overseas markets​.

Notably, cumulative overseas sales of its beauty devices have surpassed 1m units, accounting for over 40% of total sales. This figure has more than doubled in just one year, compared to the same period in 2023.

The company has identified Japan as one of its main markets due to its “outstanding performance” there.

For instance, it raked in approximately KRW8.8bn (USD6.35m) in sales from an online shopping campaign called Megawari held between August 31 and September 12.

Megawari is a quarterly discount event by e-commerce platform Qoo10 in Japan.

According to APR, the sales were largely driven by medicube’s AGE-R beauty devices, which sold over 160,000 units during the event period.

Specifically, AGE-R Booster Pro​, which has been well received both locally and internationally since its launch last year, topped the chart by selling over 16,000 units, a significant increase from the 3,400 units sold during the same event in June.

Besides the crowd favourites, the popularity of its new skin care products was also noteworthy.

“Traditionally popular products, such as medicube’s Zero Pore Pad and Zero Pore Blackhead Mud Mask, sold over 11,000 units and 10,000 units respectively. The AGE-R ‘Glutathione online set’, consisting of Glutathione Glow Toner, Glutathione Glow Serum, and Glutathione Glow Capsule Cream, also attracted the attention of consumers.​

“PDRN Pink Peptide Serum, one of the representative products from medicube’s newly launched PDRN line, recorded sales of 41,000 units. It is a product for freckles, scars and elasticity care that is gaining popularity in Korea as well,” ​the firm said.

PDRN (Polydeoxyribonucleotide) is a DNA-based compound extracted from the sperm cells of salmon trout or chum salmon, which has been demonstrated in clinical studies to possess skin-benefitting properties, including wound healing, anti-inflammation, hyperpigmentation reduction, collagen synthesis, and skin texture improvement.

Considering the positive results of consecutive Megawari campaigns, APR intends to build on its gains in Japan.

“As the popularity of K-beauty and beauty tech among Japanese consumers persists, and as the local e-commerce ecosystem matures, interest in brands like APR is continuing to rise. ​

“Our sustained success​ is highly likely due to our trendy online marketing efforts and diverse line-up of beauty devices and products. We plan to continue targeting Japanese consumers through Megawari and other means.” ​

At the same time, APR has been doubling down on boosting brand awareness and sales in Chinese-speaking markets, including Hong Kong, China, and Taiwan.

In the first quarter of 2024, the AGE-R Booster Pro was one of the top-ranking products under the beauty device category of Chinese live commerce platform Douyin.

Hong Kong, in particular, is playing a key role in the company’s expansion in this region through both online and offline channels.

The firm recently entered the market’s largest e-commerce platform HKTVmall, achieving sales of approximately KRW180m (USD130,000) within three days.

It also conducted two days of live commerce broadcasts in October, reaching sales of about KRW680m (USD492,000) in total.

Additionally, APR has been actively participating in physical events, such as pop-up stores and beauty expos.

For example, its pop-up store at K11 Art Mall in Tsim Sha Tsui attracted more than 15,000 visitors and accumulated sales of KRW1.7bn (USD1.2m) over 10 days.

“Hong Kong is one of the world’s most popular shopping destinations and an important market that serves as a springboard for strengthening our presence in Greater China. Based on the success of this pop-up store and online platform entry, we plan to further solidify our position in Hong Kong as well as the entire region.” ​

Apart from the key markets, medicube is also said to be doing well in South East Asia countries like Singapore and Malaysia, where the products are retailed directly to consumers via its online store.

“The cumulative sales volume in these markets has exceeded 80,000 units, and it’s increasing through a fruitful online-centred marketing strategy. ​

“Our B2B strategy for expanding overseas sales channels through consignment contracts, such as distributors or agencies, is also being carried out. Our beauty devices are now being sold in various regions, including Europe, Middle East, Mongolia, and other Asian countries.” ​

APR is working to continue growing its beauty device business through securing additional overseas sales channels for new products.

These products include RF Ultra Tune 40.68, a two-in-one device for skin elasticity and line care, and AGE-R High Focus Shot, a facial contouring device utilising high-intensity focused ultrasound (HIFU) technology to lift and firm skin for a more youthful appearance.

The company is also looking to develop devices that are optimised to be used with PDRN products, which it expects to become a “game changer” in the skin care industry.

“We plan to expand our product line through continuous R&D and innovation, and further strengthen K-beauty tech’s competitiveness overseas. To establish APR as a true global home beauty device powerhouse, we strive to provide more diversified and value-added products to consumers.” ​

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Related topics Business & financial All Asia-Pacific East Asia South East Asia Market entry Skin care China Beauty tech