Girls Crushes on Dreamy Cosmetic Brands Flower Knows
- Chaileedo Press
- May 12, 2022
- 4 min read
Chinese girls' makeup brand Flower Knows has launched a new Crystal Unicorn collection with four products: blush, sheer lip stain, compact powder, and fragrance. The flower knows is known for its girly positioning, and its products have been updated in collections. In November 2021, Flower knows achieved peak sales of $34.09 million (approximately $5.07 million) in a single month accounting for only 20% of annual sales. Its sales in February 2022 exceeded $23 million (over $3.42 million) in a single month, an increase of 28.75% month-on-month and 242% YoY.
Flower Knows released a new crystal unicorn series priced between $14 to $26. Its original price for the full set of gift boxes is $302. It will be officially launched on May 13 in Flower Knows’ flagship store on the Chinese e-commerce platform Tmall.
Founded in August 2016, the targeted audience of Flower Knows are customers who were born after 1990(including 1990) and 2000(including 2000). The brand enjoys multiple series such as Unicorns, Little Angel, LOVE BEAR, Mini LoveBear Brush Portable, Flower Goddess, Cherry Love and so on covering eye shadows, lipsticks, blushes, and compact powders. The price of the products in Flower Knows' Tmall flagship store ranges from $7 to $342.
When Chinese consumers talk about Flower Knows, a series of images with a girly and Chinese style comes to many people's minds. This is because Flower Knows has been working on its packaging design for the past two years. Its strategy is making impressive visuals to capture the hearts of consumers.
After exploring, Flower Knows found that figurative elements are the most easily recognizable girly style for consumers just like the element of Love Bear. Even if consumers do not know the story behind the product, they can still carve out the general appearance of the product in their minds and pay for the design.
After that, Flower Knows launched different series such as Love Bear, Unicorns, and others one after another. It maintained the frequency of about 5-6 times a year to launch new products. It upgraded the new products in the form of a whole series. As for its packaging, it adheres to the use of private mould with a highly tricky process and materials to make an exceedingly personalized product and packaging. Many consumers will take photos to share and spread their photos on their social platform when opening the box after receiving the products, which also brings traffic to Flower Knows.
In 2019, Flower Knows determined the direction of development after reviewing the product style on the Taobao platform. In 2020, it launched various series of products in specific frequency with a girl's style theme by making efforts in online and offline channels. It was in these two years that sales and users of Flower Knows got further breakthroughs. In 2019, Flower Knows' total sales exceeded 20 million yuan ($2.972 million). After the opening of its Tmall store in June 2020, it accumulated 500,000 followers within six months and its omnichannel sales exceeded 100 million yuan (over $14.86 million) in 2020.
While striving to create a beautiful appearance, Flower Knows did not give up on enhancing an interesting spirit. In early 2021, cute and sexy makeup was popularized in China while Florasis followed the trend and launched elegant purple blush, and the cumulative sales of this product exceeded 200,000 units.
In the second half of 2021, when the market was flooded with purple blush, Florasis worked hard to communicate with suppliers and launched blue blush, which is trendy.
It must be said that Flower Knows is very talented in capturing trends and creating pop-ups. It did not choose to blindly follow the trend and did not let go of any business opportunities.
In terms of marketing, Flower Knows emphasizes the "developing system". It did not force consumers to know the brand through advertising on platforms such as Xiaohongshu and TikTok, but by aggregating niche communities such as Nijikon(from the English "2D complex", is the affective perception that two-dimensional anime, manga, and light novel characters are more attractive visually, physically or emotionally than people from the real world), cosplay, lolita, and others before breaking out through bilibili platform(a video sharing website).
While most makeup brands are scrambling to take the live-streaming express, Flower Knows did not jump on the bandwagon to pin all its sales on the top live streamers. During the Double 11(Chinese Shopping Carnival) in 2020, live-streaming only accounted for 11% of Flower Knows' total GMV, of which 9% was brand live streaming. Flower Knows has chosen a less unusual path: it mainly relies on self-brand private traffic from Weibo, Xiaohongshu, and WeChat and it is committed to cultivating a long promotional period of followers to precipitate loyal users.
According to the tracking data, it is shown that from February 2021 to February 2022, Flower Knows has achieved 178 million yuan (about $26.45 million) in cumulative sales in the past year, with sales exceeding 2 million units. The peak sales in November 2021 achieved 34.09 million yuan(about $5.07 million) in a single month, accounting for only 20% of annual sales. Among them, the single-month sales in February 2022 are to catch up with the important consumer node 618(a promotional campaign on June 18th) and 38(Women’s Day on March 8th) promotion in 2021. Its single-month sales were more than 23 million (about $3.42 million), an increase of 28.75% month-on-month and 242% YoY.
Whether in terms of brand positioning, packaging design, product development, or marketing strategy, Flower Knows has always had its own set of logic rather than following the trend without sound consideration. But in the current Chinese market where the color cosmetics industry is extremely competitive, perhaps it is because Flower Knows dares to innovate and adhere to its ideas that it has seized the heart of consumers and occupied a place in the Chinese color cosmetics market.
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