SHANGHAI , Dec. 17, 2024 /PRNewswire/ -- At the end of the year, UNISKIN, a new domestic skincare brand, once again created a milestone event. On December 17, it announced its entry into 50 Sephora stores across the country, further enriching its offline touchpoints.
Looking back to 2024, the compound interest effect is evident in Ushiyan. This year, Ushiyan has not only improved its product research and development, but also strengthened its channel layout, and its brand reputation has broken through the circle and blossomed in multiple areas.
Ushiyan's steady progress in 2024 demonstrates the resilience and vitality of domestic skin care brands. While waiting for its brand compounding to expand, the market can also see the sincerity and ambition of domestic brands.
Going to Sephora in both directions to enrich offline touchpoints
As the main battlefield for mid- to high-end brands, Sephora has long been dominated by international brands and has occupied core locations in mid- to high-end shopping malls. On the one hand, entering Sephora is a testament to the strength of the brand, as the brand can reach more high-net-worth customers through Sephora. On the other hand, it also means direct competition with international brands.
Ushiyan not only achieved this, but also opened 50 stores in a very short period of time, and quickly expanded into domestic first-tier and new first-tier cities such as Beijing, Shanghai, Hangzhou, Chongqing, and Changsha.
On social media, a U-Line fan shared: " I have always been attracted by U-Line's skin care products. Now that I see U- Line displayed together with these brands in Sephora, I think U-Line is so good-looking. It's worth it to be a domestic brand."
Brand potential bursts out, stimulating endogenous growth
Entering Sephora is just a milestone in the company's "accumulation and development". Product strength and brand potential are the foundation of the company's compound interest. In 2024, the company will further consolidate its product strength and expand its brand voice.
On the product side, in 2024, new products such as the U-Time Clear Light Protection Sunscreen Milk (Small Milk Shield Sunscreen), Ice American Eye Disposable, and Smile Essence Oil will be launched, and the product line will be expanded from strong categories such as eye cream and face cream to sunscreen and disposable categories, penetrating into the richer scenarios of Chinese skin care. At the same time, the iterative upgrades of classic products such as the Black Gravity Cream and the third-generation Smile Eye Cream also provide consumers with more applicable and efficient skin care solutions.
The improvement of products is supported by scientific research strength. At the beginning of 2024, the "scientific research giant" U-Time published another skin anti-aging paper, which was published in the top journals in the field of international skin research, and conducted in-depth research in the fields of dermatology, ingredient and formula technology transformation, skin aging, etc. In the same year, the top summit for Chinese skin anti-aging research, the Chinese Anti-Aging Pioneer Conference, was held. As the organizer, U-Time discussed with the industry the cutting-edge theories at home and abroad and the latest achievements of U-Time, promoted the transformation of scientific research into products, and consolidated U-Time's positioning of "specializing in Chinese skin".
On the brand side, in 2024, U-Time and the TV series "The Story of Roses" jointly showcased the perseverance and self-confidence of contemporary women, which resonated strongly with consumers on the spiritual level, and the brand also broke through the circle in the joint name. Of course, contemporary women are not only "female protagonists", they can also be cute girls. U-Time does not define women, and tries to cooperate with Pingu and other relaxed, lively and cute IPs to explore the wonderful and splendid life of women.
In addition to commercial value, U-Time also practices social value through public welfare activities. In 2024, U-Time visited the Yi people in Daliangshan and filmed a short film about the intangible cultural heritage of Yi embroidery to tell the Chinese people about the culture and beliefs of different ethnic groups; in 2024, U-Time printed paintings of autistic children on its products, donated money to autistic children, called on the society to pay attention to marginalized groups like autistic children, and integrated the story of "business for good" into the brand narrative to strengthen the brand's appeal.
In the "rise of Chinese beauty brands" in recent years, product strength and localized marketing have magnified the advantages of domestic brands, which is also the endogenous growth force of Ushiyen. The accumulation of product research and development in the front and the breaking of brand influence in the back constitute the basic foundation of Ushiyen's compound interest, which led to the burst of brand potential in 2024.
Offline multi-dimensional layout to strengthen the channel "bones"
As the main battlefield of offline retail, Sephora has further enriched the offline territory of Ushiyan. In 2024, Ushiyan will also strengthen the "muscles and bones" of the channel through a multi-dimensional and three-dimensional offline layout to promote the healthy and sustainable development of the brand.
In 2024, the flagship store of the U-Time brand "Sail House", which took two years to build, will meet consumers on Yueyang Road in Shanghai. U-Time has built it into a space that carries brand aesthetics and consumer experience, and brings it closer to consumers from multiple dimensions such as products, services, and experience.
The CIE exhibition is a voice for U-Care to the industry. In November 2024, U-Care will participate in the industry event China Cosmetics Innovation Exhibition (CIE) for the first time, bringing its full range of products to share the latest product achievements with industry peers.
Offline, Ushiyan has both flagship stores and industry exposure oriented to brand communication, as well as sales-oriented CS channels, brand stores, pop-up stores, etc., and a multi-dimensional layout is gradually taking shape. Including online channels such as Tmall, Douyin, and mini programs, Ushiyan's three-dimensional channel layout has become a lever to leverage the compound interest effect.
With multiple developments and a comprehensive layout, U-Care will continue to strengthen its positioning as "specializing in the aging of Chinese skin" in 2024, and has also gained recognition and praise from the market. U-Care's "accumulation and development" is not only a manifestation of the brand's own strength, but also explores a mature path for the growth of domestic skin care brands.
This road is far from the end. Next, Ushiyan will continue to focus on offline scenarios, create more high-quality touchpoints and experience spaces in 2025, and expand the boundaries of its business territory.
