COGI's New Brand COGIPRO Now Available with Brand Matrix Taking Shape

Abstract: The new brand of COGI designed for problematic skin, COGIPRO, is now available. The emergence of this brand fills the gap of the group's effective skin care line, thus improving the brand structure layout of offline channels together with the group's existing brands.

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On July 21, 2022, COGI officially announced the birth of its new brand COGIPRO at the 14th Journey of Love event. CHAILEEDO learned that the brand adopts an exclusive off-line model, aiming to meet the"consumer demand", address "problematic skin characteristics" and delve deep into effective skin care market segments.

It is reported that COGIPRO brand has been formally established gained its approval in 2018, adding to the existing brands for the major brand matrix. Apart from its mass-market technological skincare brand COGI, Hydrate Essence Mask brand "Yipianbaping", soft skin care brand COGI FORMULA, COGIPRO mainly target the problematic skin to cater to groups of sensitive skin, providing spot-on solution for all problems of sensitive skin, and have created a number of hit products including the Double Serum Rejuvenate & Repair Essence Oil. In May, COGIPRO launched the Toleriane series, including Tender Defender Soothing&Moisturizing Essence Toner and Copper Peptide Repairing Essence and other products.

Building a brand matrix in the skincare industry is not uncommon. The leading hyaluronic acid company Bloomage Biotech, which has four brands under its wing(BIOHYALUX, Quadha, Medrepair and Bio-MESO), recorded $ 434 million in revenue for the first half of 2022.And the COGIPRO's emergence happens to filled the vacancy of the group's effective skincare line, thus improving the brand structure layout of offline channels together with the group's existing brands.

The path GOGIPRO selected has a great bearing on the mounting situation of effective skin care market. Beauty skincare industry has recorded solid growth in recent years with market scale expanding in a faster pace, and the consumer demand for effective skincare products is also on the rise. According to data from Euromonitor, the market scale of China's effective skincare products reached 81 billion yuan in 2020, up 9.46% year on year and is expected to top a hundred billion yuan to take up 22.9% of the whole market.

The report also notes a relatively robust market growth for products of sensitive skincare. The growing bodies of people with sensitive skin present a high demand of skin repairing, leading to the skin sensitivity being the second biggest skin problem consumers want to improve the most. "Winona" brand best embodies the Pareto principle among all sensitive skincare brands. According to Euromonitor statistics, Winona brand ranks first in the domestic market for dermatology-level skincare product in 2021, with its market share up about 2% from 2020. Compared with 2020, "Winona" brand's leading edge over second and third place continues to expand, "Winona" domestic market share is close to second and third place combined, showing a prominent Pareto principle. Therefor GOGIPRO has a long way to go in the R&D of effective skincare products.

At the moment, the competition of Chinese cosmetics industry is not only reflected in R&D, but also very important. Over the past 30 years, COGI has channeled great efforts in CS channels and established multiple reliable offline channels, so far owning tens of thousands of outlets, which also enables COGIPRO to compete with other brands in staggered online periods and prosper in its offline business.

Jin Yuqiu, the new deputy general manager and director of brand center of COGI Shanghai, noted that, after years of unremitting efforts, COGI has formed a differentiated brand matrix dedicated to offline channels. COGI not only boasts celebrity endorsement, variety show's huge investment, but also the content of fine operation offline. "COGI will continue to develop online channels and keep up the good work offline, and empower its terminal sales in a gradual manner to reinforce its brand with great influence." The uphill battle for COGI and its new brand COGIPRO in competition is just getting started, thus only through multi-pronged efforts from channels, products, scientific research can they secure a long-term development.