Biohyalux Sales Exceeds $50 Million on 618 Promotion

Abstract: Chinese skincare brand Biohyalux released a report on the performance of 618 promotions (Chinese e-commerce mid-year promotion): during the 618 promotions in 2022, Biohyalux omnichannel sales exceeded $50 million. For the performance, the brand said it surpassed the original task.

---

According to CHAILEEDO, data from the National Bureau of Statistics in China shows that from January to April this year, retail sales of cosmetics above the limit totaled $17.4 billion, down 3.6 percent year-on-year with April recording the largest drop of 22.3 percent in the same month in two decades. Thus, the severe situation of the cosmetics retail market is evident, especially with the repeated impact of the epidemic, the beauty industry is slightly weak.

The 618 promotion of Biohyalux shows a counter trend growth which also shows the strength of the brand's products and accuracy in marketing.

Biohyalux is the core strategic brand of Chinese hyaluronic acid giant Bloomage Biotech whose business covers two major business segments: medical aesthetics and functional skin care products. Bloomage Biotech has developed a series of functional skin care products for sensitive skin, skin barrier damage, facial redness, and other skin problems. It has followed the standards of pharmaceuticals in many aspects of research and development, production, etc., and laid a foundation for the efficacy and safety of the products. From the medical field to the skin care field, Biohyalux has seized the core advantage of hyaluronic acid in its products and brought out this advantage.

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 for launching, which is the first Chinese cross-linked hyaluronic acid soft tissue filler approved by CFDA. The product fills the gap in this sector in China.

According to the report, it shows that the cumulative sales of the super new product HA Anti-Aging Lightening Single Use Essence alone exceeded $9 million. The ace HA Barrier Conditioning Single Use Stoste achieved the cumulative sales of a single product during 618 exceeding $8.2 million, and the cumulative sales of the new HA Barrier Conditioning Toner and Emulsion during 618 exceeded $1.4 million.

Biohyalux also mentioned that the online channel Kwai live matrix sales surpassed $7.8 million during the 618 period with a target achievement rate of 435%. 5 super-headed live streamers on TikTok & Kwai dual channel and celebrities and 100 mid-to-low live streamers jointly helped sales exceed $19 million during the promotion. It is reported that the number of 142 KOLs have corporated with Biohyalux on the Kwai platform in 2021 and the volume of related graphic short video content is 176.

It can be noted that more and more brands and companies are focusing on Kwai as an online channel to develop new channels for brands to increase their performance. For example, China's No.1 silicone oil-free shampoo brand Seeyoung has joined hands with a KOL with 36 million followers on the Kwai platform to sell goods, and KANS' parent company Chicmax made its debut on Kwai's Super Brand Day creating a GMV of $2 million in single live streaming. It is understood that the monthly growth rate of GMV of Kwai's beauty brand live streaming and buyer scale of brand live streaming are over 50%. In the user portrait, the loyal buyers accounted for 85% of women, and the highest percentage of 20-40-year-old users reached 65%. Sun Lan, the head of Kwai beauty brand live streaming, has said, "Kwai is a trust e-commerce platform. The platform and users maintain a deep trust relationship. Therefore, Kwai has a plan to create an e-commerce ecology to be more complete. For brands, Kwai brand live streaming will be a more long-term and controllable business in the future."

Biohyalux's parent company, Bloomage Biotech, has said in its 2021 annual report that in the future, Biohyalux will focus on product technology power, devote itself to creating long-term star products and improve the brand's disposable essence and mask categories. And, the vision of Bloomage Biotech is also to position Biohyalux as a head brand in technological skincare.

In 2022, Biohyalux will continue to layout new channels, improve the team's operational capabilities and adapt to changes in the industry environment. And from the performance of this 618 promotion, Bloomage Biotech's strategy is the reason for the excellent results of Biohyalux's online channel on Kwai platform.