Ribecs Has Been Focusing on Moisturizing for 15 Years with $900,000 Sales a Night

On May 18th, Beijing time, the Chinese beauty brand Ribecs held the "5th Ribecs Mask Festival Kick-off Meeting", and released a number of new products that lead the fashion of face masks, and also carried out a brand upgrade - it will start the next 15 years with the brand new idea of "beauty via science and technology". Its popular product Ribecs Caviar Essence Firming&Lifting Mask broke through and reached the sales of $900,600 in single link sales in a live broadcast.

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At the launch meeting of this year's Mask Festival, Ribecs brought its new hit product. Brand executives and spokesperson Yang Yang came to the live broadcast room to interact and share with fans, which also pushed the popularity of the live broadcast room to a climax. On May 18th, BST (all times in this article are Beijing time), the mask festival kick-off meeting, which was broadcast live on Chinese platforms such as Ribecs' official video account and Douyin account, was watched online by more than 62,000 people. At the same time, more than 3,000 CS channel stores in China also took this live broadcast to launch the 15th-anniversary consumer feedback promotion.

As the spokesperson of Ribecs facial mask, Yang Yang also shared his skincare experience at the kick-off meeting. He also taught in person on the live broadcast and showed how to use different facial masks, which attracted netizens to comment one after another. In the interactive session, Yang Yang explained the 45° lifting characteristics of Ribecs star product Caviar Essence Firming&Lifting Mask.

As the star product of the brand in 2020, Ribecs caviar mask has become a phenomenal hit. Since the launch of the product, Ribecs has achieved explosive growth of caviar face masks through online and offline linkages, by strengthening marketing methods and efforts and expanding new channels.

On the online platform, in order to help build the brand and promote the products, in 2020, Ribecs cooperated with famous actor Yang Yang, who has 56.67 million fans on Weibo, China's social networking platform, and fully implemented the three product promotion strategies of "all-star endorsement + all influencers recommending + all platforms promotion", and at the same time, deeply cultivated the Chinese platforms such as Xiaohongshu, Douyin, and Kwai to recommend their products, focusing on the small screen to seized large traffic. Via the phenomenal marketing promotion, Ribecs realized the brand's strong momentum and influence and successfully made itself known outside of the fixed circle.

In addition, when the live broadcast is in full swing, many Chinese stars such as Jia Nailiang, Huang Zitao, Cecilia Cheung, Huang Shengyi, and Tu Lei all started recommending and selling goods on the Douoyin and Kwai platforms. According to the data of Cicada Mother, in Jia Nailiang's live broadcast at the end of February this year, the single link sales of Ribecs caviar facial mask exceeded the US $900,600.

In the offline channel, Ribecs has always had reliable terminal policies and dynamic marketing schemes in the CS channel. By the end of 2021, Ribecs had nearly 12,000 CS channel franchisee customers. Since the launch of the Ibis caviar facial mask, the products have entered the CS channels of Ribecs in various parts of China, with outstanding performance.

Through online and offline linkage, Ribecs not only opened up the closed loop of marketing, broadened the product sales channels, but also allowed the product to reach more consumers, and finally achieved a comprehensive breakthrough in product performance.

Since its establishment in 2007, Ribecs has gone through 15 years. This year marks the 15th anniversary of its founding. In the first 10 years, the slogan "If you want to moisturize, you choose Ribecs" has resounded in the market, which is the most powerful proof that the brand has maintained a high position in the moisturizing and moisturizing market. In 2019, the brand has been comprehensively upgraded with users as the center, and put forward the brand proposition of "Purity to Beauty".

Since then, based on the in-depth insight into the target users and consumer market, Ribecs has upgraded its brand again to strengthen the scientific and technological strength of deep-sea repair. In 2021, Ribecs joined hands with the Third Institute of Oceanography Ministry of Natural Resources of China to carry out the application research of seaweed repair functional components. This year, the company officially put forward the brand-new proposition of "Beauty via science and technology. Purity to Beauty", that is, using modern cutting-edge skincare technology to deconstruct deep-sea energy, select, refine, and extract mild and effective marine active ingredients.