Ya-Man Announces Celebrities Hu Xin'er and Yu Wenwen as Brand Ambassadors

Chaileedo Press
Aug 22, 2022
3 min read

Abstract: Japanese beauty instrument brand Ya-Man has officially announced recently popular Chinese variety show participation stars Hu Xing'er and Yu Wenwen as brand ambassadors. According to the latest financial report of Ya-Man, from May 1, 2021 to April 30, 2022, its net sales rose 11.8% to $299 million and profit attributable to owners of parent rose 49.9% to $40.8 million.

According to CHAILEEDO, the variety show in which the brand invited its stars has become a hit in China in the past two years with 18.02 billion views on the topic of the show as of July 22, 2022 (China Standard Time). According to the research data, women aged 25-35 are the main audience of the variety show, which is highly compatible with the brand targeted audience of the beauty instrument brand Ya-Man.

And in the past two years, the development of beauty instrument in China has skyrocketed. According to the "Baidu & JD Consumer Trend Insight Report in Chinese 618 Shopping Festival", the turnover of home beauty instruments in the RF category increased 500% year-on-year in this year's Chinese 618 Shopping Festival. At present, the retail market size of home beauty instruments has exceeded $1.48 billion and is growing rapidly at a double-digit rate every year.

According to MarketIDX data, in 2021, the facial beauty instrument market showed a state of "volume down and price up" and the Chinese beauty instrument market began to develop in the high-end trend. This finding has also been verified on e-commerce platforms such as Tmall during the Chinese 618 Shopping Festival period in 2022 with mid- to high-end beauty instruments with an average price of more than $443.4, such as AMIRO and Flossom, all ranked the Top 10 of the sales list. At the same time, more and more new Chinese brands are entering this sector such as OGP, JOVS, etc. These actions also partly confirms the above views. It is worth noting that the international skincare brand Lancôme also announced its entry into the beauty instrument sector announced Lancôme new beauty instruments at the sixth VivaTech this year. It shows that Lancôme also tends to occupy a part of the market in China.

Ya-Man was the first beauty instrument company to go public in Japan. It entered China in 2015 with the Chinese market becoming the focus of the group's layout. In May 5, 2020, the new BLOOM VR debuted in China while the Japanese mainland was only listed in the summer.

In August of the same year, Ya-Man even joined with Japanese beauty giant Shiseido Group to announce a cooperation agreement. The two sides would jointly establish a joint venture company EFFECTIMCo. The joint venture would first focus on China targeting Chinese consumers who are interested in anti-aging and home beauty devices. The products will be available in Japan and China from 2021.

Public data shows that the Ya-Men flagship store in Chinese e-commerce platform in Tmall has made over $14.78 million in sales on the Chinese Double 11 Shopping Festival for five consecutive years and is the only beauty instrument store to sell over $14.78 million during the promotion. In this year's Chinese 618 Shopping Festival, beauty instrument brands took three of the top 15 spots on the Tmall platform's beauty store sales ranking, namely Ulike, Ya-Men and Tripollar.

In the financial report in 2021 of Ya-Men, the company specially stated that E-commerce sales in China, which use sales channels such as T-mall, were very strong. As a result, both sales and earnings were much higher than one year earlier as sales increased 123.7% year-on-year to 10,997 million yen and segment profit increased 84.7% year-on-year to 3,012 million yen. In the financial report in 2022(from May 1, 2021 to April 30, 2022), the company also showed that the Chinese domestic market was extremely buoyant in the fiscal year under review, both sales and earnings were much higher than one year earlier as sales increased 32.0% year-on-year to 14,522 million yen and segment profit increased 45.6% year-on-year to 4,385 million yen.

For Ya-Man, this collaboration with two celebrities may bring more exposure to the brand and better resonate with the same target group thus further expanding the brand awareness. The collaboration aims to precisely target the brand's potential customer base, continue to strengthen consumer interaction, and promote the entry of Ya-Men into a broader public view.