VIDIVICI, the total beauty brand under Shinsegae International, announced on the 14th that it has secured 169 retail locations in Japan’s major beauty distribution channels as it intensifies its offline market strategy. The brand aims to leverage this rapid expansion to boost its sales in Japan by over 14 times this year.

This offline expansion aligns strategically with the demonstrated high demand within the Japanese market. In Q1, VIDIVICI reported a staggering 60-fold increase in sales compared to the previous year, while its e-commerce presence on the Qoo10 platform also saw more than 50-fold growth during the same period. Such figures indicate a robust consumer engagement and validate the brand's operational strategy.

The rebranding efforts that enhanced product competitiveness have played a crucial role in achieving these results. Last year, VIDIVICI repositioned itself by highlighting its Core Peptide Booster™ technology, which combines high-performance ingredients to strengthen skincare functionalities. This dual focus on skincare efficacy and makeup performance has differentiated the brand in both South Korea and global markets, driving rapid revenue growth.

Particularly notable is the 'Black Perfection Cover Fit Cushion,' which boasts 77% skincare ingredients and has gained significant traction in Japan's competitive landscape. The product recently achieved high sales volume and was highlighted in a live broadcast with makeup artist Hiro Odagiri, further solidifying its status as a best-seller during the Qoo10 Mega Sale.

VIDIVICI is not limiting its strategy to retail expansion; it also plans to participate in major beauty events in Japan to enhance consumer engagement. This includes showcasing its brand at the LOFT KOSME FESTIVAL, running from April 18 to May 29, across LOFT locations nationwide. Additionally, a promotional exhibition at the Tokyo Bellesar Shibuya First on the 18th will target influencers and media, amplifying visibility and brand presence.

Moving forward, VIDIVICI intends to reinforce its market position in Japan through an integrated online and offline distribution strategy. A representative from VIDIVICI stated that the brand aims to enhance customer experiences both online and in-store while actively promoting the quality and value of its products. This strategic alignment indicates plans for sustained market presence rather than transient popularity in Japan.

Ultimately, VIDIVICI’s aggressive offline expansion strategy, combined with its e-commerce efforts, signals a significant commitment to capturing the growing beauty market in Japan. As brands increasingly focus on integrated retail experiences, VIDIVICI's approach could serve as a benchmark for competitive positioning in the evolving landscape of beauty retail.