Mix Cooperation between Beauty Brand INTO YOU and Luckin Coffee
- Chaileedo Press
- Jun 22, 2022
- 3 min read
Abstract: Chinese makeup brand INTO YOU and Chinese coffee chain brand Luckin Coffee have jointly opened Summer Project, which includes the launch of a watery velvet lip glaze and a special instant coffee gift box, and will open an offline pop-up store in Chengdu, China on June 22(China Standard Time, all times in this article are China Standard Time).
CHAILEEDO notes that INTO YOU was founded in 2019 and is the pioneer in the category of lip mud. Compared to velvet lip glaze, lip mud is more solid with a mud texture at first glance. It still has the smooth application of velvet lip glaze on the mouth while achieving a non-sticky matte finish. In terms of color, the lip mud form has a higher color saturation than the normal texture, where the unique clay shade of INTO YOU makes the connection between the color and the lips more solid, enabling an extremely matte finish under the matte makeup trend. Another major innovation is that because of its mud-like texture, the lip mud itself can also be used for cheeks and eyes, helping users to create the same color look.
The product was recommended by a large number of organic traffic and key opinion leaders, which made INTO YOU become famous. The founder of INTO YOU admitted, "Its popularity we did not fully anticipate, but it made us realize the direction to move forward. This time, we found the right one."
According to the officially published data, INTO YOU completed a $4.5 million angel round of financing in 2021. On June 16, 2021, INTO YOU's flagship store on the Chinese e-commerce platform Tmall ranked 5th in the Tmall lip glaze category in terms of sales. And in the first quarter of 2022 on the Alibaba platform, INTO YOU sales reached $28 million with 3.87 million units sold and a 220.9% increase in GMV year-on-year. In the 618 shopping festival of 2022, the brand's sales were $7.274 million, an increase of 287.4% year-on-year.
Qeyes found that with the beauty business hitting big, milk tea and coffee brands are also joining the cosmetics industry. For example, Starbucks has previously teamed up with a Korean makeup brand Stonebrick to launch limited makeup items - Jackpot lipstick (cherry blossom pink and soy coral) and eyeshadow (brown shade), which are only sold as "giveaways" for the spring coffee collection.
The famous Chinese milk tea brand HEEKCAA is more in the cross-border co-branding in a larger investment. According to incomplete statistics, since 2017, HEEKCAA co-branded beauty brands including Maybelline, Benefit, Kiehl's, L'Oreal Paris, Pechoin, Fenty Beauty, Clinique, Mariedalgar and many other well-known brands in China and worldwide. In November 2021, HEEKCAA's association company Shenzhen Meixixi Ltd. Company has also undergone industrial and commercial changes and the company's general business items changed to add cosmetics retail business.
According to incomplete statistics, in 2017, HEEKCAA, NAYUKI began to partner with beauty brands followed by LELECHA, The Alley, and other brands also officially announced their beauty "couples". HEEKCAA and LELECHA completed co-branded marketing 9 times and 7 times respectively. The former basically maintains the annual average of one time. The latter reached its peak in 2019 - -there were 5 co-branding campaigns throughout the year.
Perhaps it is because of the huge potential of the beauty market that tea and coffee brands continue to cooperate across borders. According to the National Bureau of Statistics, the total annual retail sales of cosmetics in China in 2021 was $60 billion, up 14.0% year-on-year, the largest increase in the past nine years. And according to CBNData, more than 70% of consumers of beauty crossover cooperation models are new customers of the brand. From the per capita consumption amount of new and former customers in the beauty category of cross-border cooperation models, the spending power of former customers is 1.54 times that of new customers, and their purchasing power is significantly higher than that of new customers.
Luckin Coffee has long been in the cosmetics field development movement. As early as May this year, Luckin Coffee established Luckin Coffee Enterprise Development (Shanghai) Co. Information has been shown that the company is wholly owned by Luckin Coffee (China) Co. The linkage with INTO YOU will bring traffic to the brand and at the same time, it may bring a fresh shopping experience to consumers.
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