Yakult cosmetics are already on sale in China

The Yakult you drink is not just a Yakult lactic acid bacteria drink. In fact, in Japan, Yakult’s product line is very long. There are more than 6 different types of Yakult. The group has also extended its products in the lactic acid bacteria category, involving cosmetics, skin care products, medicines and other food products. field.

On July 21, the "Yakult Overseas Flagship Store" under the Japanese YAKULT Yakult Group entered Tmall International, and all the products in the store were the company's Japanese cosmetics.

At present, the brands on the shelves of this store include Lucado, Revisi, Pario, and Ekti. The products cover water lotions, essences, creams, facial masks, cleansers and other categories. The price range is very large, ranging from 100 yuan to 2,000 yuan. In terms of product introduction, Yakult's cosmetics also highlight the selling point of "lactic acid bacteria".

The head of Yakult’s Guangzhou (Yakult’s name in Guangzhou and Hong Kong, China is “Yakult”) told Jiem News that Yakult’s cosmetics business is currently represented by the agency department of the overseas company’s headquarters through a company called Yikofel in Shanghai. The business of the Chinese company does not involve the production and sales of Yakult cosmetics.

In fact, in Japan, Yakult has been making cosmetics for many years. But the company still survives by selling drinks.

Its parent company, Japan’s Yakult Group Co., Ltd., was founded in 1935 and was established on April 9, 1955. It was also in the same year that Yakult’s Yoda Research Institute established the Ogori Research Institute of the Department of Cosmetology, set up factories and began to experiment with production and It sold cosmetics and started full-scale sales in 1971. In 2006, the cosmetics business was officially named Yakult Beautiens.

In recent years, Japan's Yakult has also invested a lot in the cosmetics business. Yakult launched a revision of the lactic acid series of skin care products in July 2019, launched the Parabio AC special project in November 2019, and launched Crystal White Repair Essence, a drug whitening serum, in March 2020. In terms of marketing, Yakult of Japan has also made advertisements including TV and magazines.

But in Japan, Yakult cosmetics is not the kind of brand with a high sense of existence.

Although it appears occasionally in some Japanese beauty magazines and TV shows, if you look at overseas social platforms, you will rarely find sharing and discussion about Yakult cosmetics. People mention more in posts, but "It turns out that Yakult also has cosmetics."

The same is true from the financial data.

In the financial report of the parent company of Yakult, the business in the Japanese region is divided into three categories, one is the food and beverage segment based on the Yakult lactic acid bacteria beverage product line, and the other is the pharmaceutical segment. The cosmetics business is combined with the operating business of the professional baseball team. Is classified as other sectors.

In 2019, Yakult’s domestic sales in Japan reached 259.1 billion yen (approximately 16.9 billion yuan), of which the food and beverage sector contributed 215 billion yen, accounting for the vast majority, while other sectors where the cosmetics business was located contributed 22.4 billion yen, accounting for less than 1% of total sales. Yakult is still the company that can win the world by relying on lactic acid bacteria drinks.

This time, Yakult will sell cosmetics in China through cross-border e-commerce. On the one hand, it can reduce the cost of trial and error, and it can also formulate a strategy to enter China based on the results of online sales. On the other hand, it is also because the Chinese market has Very important for the company.

In the food and beverage sector, according to the latest financial report of the parent company of Yakult, the daily sales of Yakult in the Chinese market has reached 7.526 million bottles, and China is still the country with the largest overseas sales of Yakult.