Korean beauty brand Lalavesi has sold more than 1 million moisturising creams in the shortest period of time seen in its native market. The brand markets exclusively online and has just two products in its portfolio.
The KB Pacific-owned brand launched its moisturising cream Akma Cream in 2012, selling 20,000 products in Korea in the first day of its launch. Last year the brand added Akma Cushion to its range, selling 50,000 units in its first day of trading.
Won Jin, CEO of Lalavesi, said: “Other Korean cosmetics brands have grown by focusing on market and channel based on sales and distribution. They are making profits out of distribution rather than branding even though they have excellent products.”
Lalavesi prefers to focus on branding and does not currently have any offline distributors. The brand offers all consumers a three month warranty and free shipping on all returns. It believes this helps it persuade consumers who prefer to buy cosmetics in store as they can try testers and return products easily.
Lalavesi has also said that its products are now attracting the attention of overseas markets. Agencies from China, Hong Kong, the US and Japan are all said to have contacted the company about distributing its products and it has decided to take the first steps to entering these markets.
Won added: “We have received offers from global markets since 2012 but we have been postponing the offer because my goal is to position our products as attractive to the overseas market rather than to make profits. We have decided to apply for sales licenses in Asia, America and Europe as well because I think the time has finally come.”
