Joocyee Customizes the Original Shade for Chinese Women
- Chaileedo Press
- Jun 7, 2022
- 3 min read
Chinese makeup brand Joocyee has launched a new setting spray that claims 8 hours of oil control and 12 hours of hold effect to help the foundation to fit the skin better. The product is priced at 109 yuan ($16) on the Chinese e-commerce platform Tmall's flagship store. Designed for the new generation of women in China, Joocyee has generated monthly sales of $1.19 million for the entire month of November, which includes the Double Eleven sale (Black Friday in China) in 2021.
Joocyee is a makeup brand founded in late 2019. What cannot be overlooked is that it is actually a brand that is genetically excellent - the Joy Group, to which Joocyee belongs, incubated Judydoll as early as 2017, and Judydoll's most well-known monochromatic eyeshadow was sold more than 13 million units in total on its Tmall flagship store and monochromatic blush ranked the top in Taobao for three years from 2019 to 2021, and its products such as highlighter and eyeshadow are also ranked Top 3 in Taobao.
In terms of brand positioning, Joocyee has avoided the sweet style of Japanese and Korean makeup, the minimalist style of European and American makeup, and the gothic style that differs greatly from Asian personalities, but has discovered the new trend of "freedom and independence" in the changing characteristics of the Chinese female population and positioned itself in the style of modern and independent, fashion and romantic. It is not blindly pursuing cute and cool, but catching up with the modern trend.
At the end of 2020, when the lip glaze category was popularizing. Joocyee team realized that there was still a lack of an "amber" shade that fit consumers' needs. From discovering the gaps in color shades to incorporating natural inspiration into makeup styles. it applied the wrap-around 3D printing process to the packaging and all these micro-innovations added up to give Amber Lip Glaze a starting advantage from the inside out.
After the launch of the Amber series, Joocyee took the product as the core, especially amplifying the exclusive core feature "amber elements" and carrying out a series of promotions and publicity in the autumn and winter seasons. For that case, it used amber makeup as the starting point and explored various ways of displaying the whole outfit, detailed accessories, and even the atmosphere of sunset lights associating every fashion detail with "amber elements" on Chinese social platforms such as Weibo, TikTok, and Xiaohongshu where fashion experts are concentrated.
In Q1 2021, Joocyee's Tmall sales were $13 million, up 748.4% year-on-year. By the end of 2021, the sales volume of the Amber series lip glaze has exceeded 2.2 million units in all channels.
In May 2022, Joocyee launched the new "Original Nude" makeup series, which includes 8 upgraded texture and high pigmentation powder mist lip glazes and 4 new low-saturation 4-shade eye palettes. It is based on the original color philosophy theory, starting from returning to the skin tone, amplifying the original beauty of each person, and exploring a color philosophy more suitable for Chinese women.
After comparing different skin tones, Joocyee summed up a color rule that is suitable for Chinese women to create natural makeup - "low saturation, same color, one degree deeper", which also makes Joocyee's "Original Nude series of makeup.
The new "Original Nude" series of Joocyee takes the color of the skin and adds one more degree of nude color to customize the original makeup for Chinese women and magnify the beauty of the original base.
The series consists of four low-saturation shades of "Apricot", "Chestnut", "Peach" and "Taro" for different skin tones. Each shade contains 2 (of 8) customizable pink mist lip glazes and 1 (of 4) four-color eyeshadow so that every skin tone can have a matching shade to choose from. There are 8 upgraded textured, highly pigmented pink mist lip glazes with silky smooth and lighter than ordinary lip glazes. The new four-shade eyeshadow has been upgraded with low-saturation coloring, which extends without losing powder, creating an original nude makeup that is true to the original color.
This "Original Nude" series is the beginning of the new "Color Philosophy" series of Joocyee. It hopes to explore the makeup that can best restore the original beauty of Chinese women and create a sense of atmosphere that is true to the original color. In the future, based on the theory of "color philosophy", Joocyee will continue to explore more makeup series and products customized for Chinese women and provide more "designer makeup" with practicality and trendy artistry.
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