OSM: Rank Top 1 in Whitening Category in Chinese Beauty for 9 Years
- Chaileedo Press
- Jun 6, 2022
- 3 min read
The Chinese skincare brand OSM Pearl Activating Firming Essence was firstly shown in the live streaming of Chinese top anchor Li Jiaqi. With his tremendous traffic, the product sold 14,000+ bottles in ten minutes. The product claims to have the effect of light fine lines and barrier repair and is priced at $49.4. OSM specializes in pearl beauty and has been the TOP 1 in the whitening category of China's cosmetics segmentation ranking for 9 consecutive years.
In 1967, OSM took the lead in raising the flag of "pearl skin care". In more than half a century of its development, it has gradually established a systematic pearl research system. Based on offline channels. it built a deep brand strength and grew into the head of the field of pearl whitening, and pearl skincare brands.
In recent years, OSM implemented the strategy of single products, which means it focuses on creating Pearl Lucent Whitening Essence, Whitening Mask, and other star products. These products achieved good sales in all channels. It is reported that in 2020, OSM Pearl Lucent Whitening Essence sold more than 3 million bottles reaching $87 million, which shows that its single products strategy is quite effective. It reflects the OSM's status in the whitening category is stable.
OSM's founder said: "The internal structure of pearls and skin structure has a very similar part of the skincare ingredients extracted from the pearl, which will be beneficial to the skin. 'Pearl cosmetics' is very Chinese characteristics. China's freshwater pearls account for more than 90% of the world's total production. Ou Shi Man has such a historical mission to be the representative Chinese pearl beauty culture."
OSM also created a unique pearl culture and built the pearl culture base, pearl museum, pearl experience hall, etc. into a unique business card. It is reported that OSM farming base is applying for national tourist attractions, which will inject a deeper cultural connotation for the brand and consolidate the brand's market position in the field of pearl whitening.
In fact, whitening has been the basic efficacy of much attention, the market competition is also quite fierce. It is reported that in 2020, China's whitening consumption market size of $10 billion and whitening demand in skin care products efficacy concern accounted for 42.2% and whitening demand continues to grow. At the same time, the industry continues to prevail in a variety of whitening ingredients, such as arbutin, tranexamic acid, niacinamide, vitamin C, etc. These ingredients and concepts have given rise to many new innovative brands. At the same time, there are also some brands lost in this trend which led to extinct. On the contrary, OSM has been able to stand in the ups and downs of the market cycle, which is inseparable from its deep history of whitening R&D innovation.
In July 2021, the "multi-target pearl whitening peptide Ligfactor-p" researched and developed by the OSM Group stood out among more than 200 products for its innovation, safety, and stability, and won the Ringier Technology Innovation Award, which is a vivid reflection of OSM Group's R&D strength.
In 2021 Double 11(Chinese Shopping Carnival), the report released by Tmall FMCG Division showed that OSM was still ranked in the billion yuan club, firmly occupying the TOP6 of Chinese brands, and its Whitening Mask is highly sought after by customers with turnover exceeding $3 million becoming another big star product of the brand. The data released by O&O Consulting also shows that from January to October this year, OSM was ranked at the TOP6 of beauty sales on the TikTok China platform and TOP8 of beauty sales on the Kwai platform with excellent performance in content e-commerce platforms.
Although the brand marketing strategy with high exposure and explosive products strategy has accumulated high momentum online. OSM still insisted on the basic principle of "marketing for offline channel empowerment" and took offline channels as the brand's base. For example, in the focus on brand image building at the same time, OSM also continued to pearl culture tour activities for offline channels with the scene and atmosphere to attract consumers to stay and complete transactions. It contributed to helping offline channel sales. It is reported that, the OSM pearl culture tour plan to usher in a comprehensive upgrade. Only in the first half of the year, it was held 61 times with sales exceeding $7.5 million. The brand's overall return achieved more than 70% year-on-year growth.
Comments