Recently, Huiyuan Juice (汇源果汁) launched a new product called the “hippophae rhamnoides moisturizing mask (沙棘籽油面膜).” The masks contain hyaluronic acid, niacinamide, and sea buckthorn seed oil. Although sea buckthorn seed oil is less known than the first two ingredients in skincare, it is rich in various vitamins that help moisturize the skin and promote collagen production on the face.
The product aligns with the trending concept in the beauty and makeup industry in China, encapsulated by the slogan “妆食同研”(researching makeup and food together). This concept implies developing cosmetic and food products based on shared goals. According to Huiyuan’s Tmall flagship store, over 500 transactions have been completed for the juice and mask combo, with an additional 69 transactions for the masks alone.
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F&B brands venture into beauty and wellness products
Huiyuan is not the only brand that has attempted to crossover into introducing beauty and skincare products to local consumers in China. For instance, Luzhou Laojiao (泸州老窖), one of China’s renowned liquor brands, launched a co-branded perfume with Scent Library (气味图书馆), experimenting in the field as early as 2016. On December 1st of last year, Luzhou Laojiao also announced a series of skincare products including a facial mask, shampoo, and body lotion. However, it is still uncertain how well Chinese consumers would receive such crossover products.
Navigating industry crossroads
The success of these crossover products may indicate a changing consumer mindset. Certain Chinese individuals are open to exploring products manufactured from traditionally unrelated sectors. This trend may encourage other brands to experiment with new product categories. Companies that successfully navigate the intersection of different industries may gain a competitive advantage by offering unique and innovative products. This could enhance brand differentiation and attract a broader consumer base. However, brands need to carefully assess the risks and potential challenges associated with venturing into unfamiliar territories to avoid negative impacts on their core businesses.
What to know about crossover beauty and skincare products
- Huiyuan Juice’s launch of the “hippophae rhamnoides moisturizing mask” signals a trend among F&B brands expanding into beauty and wellness products.
- Luzhou Laojiao, a prominent liquor brand, entered the beauty sector with a co-branded perfume in 2016 and later expanded into skincare products.
- The success of these crossover products suggests a changing consumer mindset in China, where individuals are increasingly open to exploring products from traditionally unrelated sectors.
- The evolving trend may inspire other brands to experiment with new product categories, presenting an opportunity for industry convergence and the creation of unique offerings.
- Successful navigation of different industries can offer a competitive advantage and broaden consumer appeal. Hence, brands must carefully assess the risks of venturing into unfamiliar territories to safeguard their core businesses.
