1.2 Billion Yearly Revenue BIOHYALUX Develops Hyaluronic Acid Fullest Extent
- Chaileedo Press
- May 14, 2022
- 3 min read
Chinese skincare brand BIOHYALUX has released a limited edition co-branded gift box with jewelry brand KEER and invited actress Xing Fei to promote the product. BIOHYALUX is the core strategic brand of Chinese hyaluronic acid giant Bloomage Biotech with revenue of 1.229 billion yuan (about $181 million) in 2021, and the brand has also launched co-branded products with famous IPs such as Forbidden City and Doraemon.
BIOHYALUX is the core strategic brand of Chinese hyaluronic acid giant Bloomage Biotech with two business segments covering medical aesthetics and functional skin care products. Relying on the scientific research strength of Bloomage Biotech focusing on hyaluronic acid for more than 20 years, it has created a new way of "intelligent hyaluronic acid" skin care.
Hyaluronic acid is the core ingredient of BIOHYALUX products, and its BIOHYALUX modified hyaluronic acid sodium gel for injection was approved by the former CFDA, which is the first domestic cross-linked hyaluronic acid soft tissue filler approved by CFDA. It filled the blank of this type of product in China.
It is understood that the cumulative sales of BIOHYALUX's iconic product, HA Aqua Single Use Essence, exceed a sales volume of 300 million units; and the brand's Single Use HA Aqua Store is the first product in China to use the BFS aseptic filling technology, which is mainly used in the production of eye drops, in the field of functional skin care products. It created a preservative-free, fragrance-free, alcohol-free, color-free new category of "single-use essence".
Since the launch of its Tmall flagship store in 2017, BIOHYALUX has achieved 100% growth for three consecutive years. In 2020, its store sales exceeded RMB 400 million (over $58.92 million).
During the Double 11(Chinese Shopping Carnival) period in 2021, the turnover of BIOHYALUX's Tmall store’s brand lives selling exceeded 50 million yuan (over $7.365 million), with a year-on-year growth rate of over 280%, ranking first in the list of overall innovative beauty brands. BIOHYALUX also exceeded the 1 billion yuan (over $147 million) for the first time in 2021. and Bloomage Biotech's 2021 annual report showed that BIOHYALUX's annual revenue reached 1.229 billion yuan (approximately $181 million), an increase of 117.42% year-on-year.
It must be said that in recent years, BIOHYALUX, supported by the parent company Bloomage Biotech and coupled with its own outstanding products, performance has been relatively limelight. The co-branded cooperation with jewelry brand KEER is not by chance. BIOHYALUX has always been keen to raise awareness through co-branding, and cross-border cooperation to further enhance the sales of products.
In December 2018, when the Forbidden City IP was on a crace at the time, BIOHYALUX found an opportunity to enter into cooperation with the Forbidden City and strongly launched two sets of products with quite traditional Chinese aesthetics: six Forbidden City lipsticks and two Forbidden City facial skincare masks, of which Runbayan Forbidden City lipsticks won the 2019 Tmall Beauty Award.
The Tmall Beauty Award is organized by the Tmall platform, known as "the Oscars of the beauty industry", is based on the previous year in the Tmall platform hundreds of millions of consumers and thousands of beauty brands in the massive search, online interaction, positive feedback, trial reports, the number of purchases, service standards and other real transactions of the comprehensive ranking. The winning brands are carefully selected from tens of thousands of brand products before finally released.
In June 2020, BIOHYALUX joined hands with the world-famous IP "Doraemon" - the movie " Doraemon: Nobita's New Dinosaur ", and launched a limited edition of single-use essence on the 50th anniversary of Doraemon. Once the product was launched, it quickly won the attention of young consumers. The product, with an inventory of 1.3 million units, was all sold out in less than 5 minutes after the launch of the Double 11 sale.
In March 2021, BIOHYALUX cooperated with Tmall Hey Box to launch a new product for sensitive skin, "Barrier Conditioning". BIOHYALUX mobilized the research staff at the R&D end and held more than a dozen self-promotion lives streaming a month in advance. When the product was officially launched, with the public traffic provided by the platform and the tens of millions of traffic from the live streaming of the top KOLs, the sales of BIOHYALUX exceeded $6.3 million on the first day of the launch. It won the Top 1 of the whole store of Tmall Hey Box Chinese beauty products in one day.
Currently, most Chinese cosmetic brands are paying extra attention to brand marketing. They tend to enhance their brand image, raise awareness, and gain exposure and traffic as a way to boost sales and performance. The launch of co-branded products, cross-border cooperation, and linking with famous IPs are common marketing models. But only when product quality and marketing strategies go hand in hand will they get the expected returns. So far, BIOHYALUX has gained some methods and experience in this area, which may give some inspiration to other brands.
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