JOVS x Lamborghini with Hair Removal + Skin Care in One Machine

JOVS, a Chinese fashion, and personal care brand, released the new JOVS Blacken photo rejuvenation, which is also the first DPL Chinese photorejuvenator of the JOVS, claiming to brighten skin tone, lighten spots and marks, and improve redness. The product's priced at $359 during the promotional campaign on June 18 on the Chinese e-commerce platform Tmall.

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JOVS is committed to building a global high-end personal care brand from China, integrating research and development, production, and sales, specializing in the field of personal fine care. Through in-depth research on the human body's emotional aesthetics, it redefined the definition of personal care products and trends in multiple categories integrating more cutting-edge aesthetic technology experience. At present, the main product is a hair removal device.

From the brand's official website, it can be learned that JOVS is affiliated with Shenzhen Qianyu Technology Co., Ltd, which was established in 2019. The brand entered the market with a high-end hair removal instrument, claiming to be the pioneer of photonic skin rejuvenation hair removal instrument, and has won the Tmall Beauty Award "Annual Innovative Star" "Annual Beauty Instrument Award " and other honors.

According to the design concept of "every inch of skin has its own energy focus", JOVS makes five parts of the skin mode with the greatest difference in the design of the instrument based on the different heat levels that different skin can withstand - lips, hands, legs, underarms, etc. In terms of design, JOVS introduces ergonomics into the optical principle, and the product has won the German Red Dot Design Award.

From the price point, JOVS hair removal instrument prices are between $254 to $540, which belongs to the high-end price point. In terms of sales, the first hot-selling product in its flagship store in Tmall is JOVS Venus II, with monthly sales of over 7,000 units and cumulative sales of 400,000 units.

In addition to online e-commerce, JOVS has also started to enter offline stores such as Broadway in Hong Kong and Lane Crawford, a high-luxury department store in Asia. At the same time, the brand has also completed its initial plan to go abroad, entering the markets of Japan, South Korea, the United States, and the United Kingdom. It reached the top 1 in sales of similar products in the UK, reigned as the first in 5 categories in Rakuten in Japan, and achieved the top 10 in several other developed countries.

In 2019, JOVS launched its first multi-functional hair removal instrument: JOVS Venus. JOVS co-founder Alice said that in order to give users a better experience, JOVS has not only achieved technological innovation, but also solved an alternative industry pain point: after users insist on using it for a while and complete the task of hair removal, this instrument will no longer be needed, and the hair removal instrument will be idle. This kind of intimate personal care product is also inconvenient to resell. Therefore, JOVS developed a hair removal device with the effect of both "hair removal" and "photonic skin rejuvenation". In this way, it not only protects the skin in the process of hair removal but also can be used as a separate photorejuvenation beauty instrument. It completely solves the problem of idle.

With this innovative concept of "one machine with multiple uses and no idle" breaking the homogeneity of the market, JOVS Venus became a black horse and opened up a new trend in the hair removal instrument category. Within one year, its online GMV exceeded 44.91 million, and the market share reached 12% in less than two years. In 2021, JOVS disclosed that it had completed A and A+ rounds of financing totaling 200 million yuan(about $29.94 million) in succession.

From the perspective of its marketing, JOVS is focused on photonic rejuvenation, freezing point laser, ion introduction, and other selling points. It aimed to meet the current high-end efficacy of consumer hair removal needs. At the same time, the brand also invited celebrity endorsements such as Wang Zixuan and Hu Yidian to expand brand influence. It cooperated with Lamborghini to come out with co-branded models to enhance the brand's influence.

According to CHAILEEDO observation, the Chinese beauty instrument market size in 2017 was only $569 million. But in 2019, the sales of beauty instruments only on the Taobao platform reached $1.7 billion. The beauty instrument market scale has increased by more than 200% just in 2 years.

In the Chinese market, the penetration rate of hair removal instruments is only 1%. In the promotional campaign on March 8 in 2020, hair removal instrument sales increased by more than 1140% year-on-year. In the promotional campaign on June 18th, 2021, hair removal instruments became the top in the retail value of beauty instrument products on Chinese e-commerce platforms of Tmall and Jingdong.

With the expansion of consumer demand for "beauty" consumption, the heat of small appliances of beauty and personal care in recent years is rising, and domestic hair removal instruments as one of the beauty instrument market sub-categories achieved the same high compound growth rate of the market expansion in recent years