“rom&nd,” a global color cosmetics brand of iFamily SC Co., Ltd. (CEO Kim Tae-wook), is popular not only in Korea but also abroad despite Covid-19 Pendemic. It is gaining popularity by leading the K-beauty trend.
Not long ago, rom&nd Co. topped the lip category in Japan’s largest cosmetics review platforms, “@cosme” and “LIPS,” beating not only world-famous cosmetics brands but also Japanese brands.
It was also ranked in the top 3 cosmetics category in the “2021 first half trend keyword” of the renowned Japanese marketing magazine “MarkeZine.”
In the second half of last year, two Korean brands out of the world’s cosmetics-skin care brands ranked at the top of the list in the “SHIBUYA109Lab,” a purchase preference survey conducted by Shibuya 109 operating company, a famous Japanese fashion commercial facility, on women aged 15 to 24. Following Dr. Jart’s fifth place, the long-awaited No. 1 ranking was rom&nd. The result was recognized not only in terms of sales but also in terms of brand awareness and preference.
rom&nd is gaining sensational popularity among Japanese office ladies and students as it is recognized as a cosmetics brand with high cost-effectiveness while having an emotional brand image, high-quality content, and unique color.
Currently, it has been located in about 4,000 major H&B and drugstore stores, including “Loft,” “Plaza,” and “Tokyu Hands,” and plans to systematize the management of parallel import stores that have been rampant online.
Starting with SNS marketing strategies centered on lip products as well as Japan, it has made inroads into Asian countries such as China and Southeast Asia to achieve explosive growth. Despite the influence of Covid-19 in 2020, it has continued its phenomenal growth by expanding exports to more than 20 countries, including Australia, New Zealand, Canada, the U.S., Russia, the Middle East, and Europe. Russia, the Middle East, and Europe.
“Unlike other countries where online is the center, Japan will increase the level of perfection based on store displays as offline accounts for 70 percent,” CEO Kim Tae-wook said. “As large influencers are highly interested, we will focus on long-term brand settlement by increasing our input into branding collaboration with each channel brand.”
[Maeil Economic Daily Star Today reporter Jin Hyang-hee]
Photo ㅣ iFamily SC Co., Ltd.
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