It is an inevitable trend Chinese cosmetics will go overseas in search of new markets. Overseas consumers have begun to appreciate and are willing to try Chinese brands and designs. What kind of products stand out and earn the love of consumers? Flower Knows has ambitions to create a brand-new cosmetics experience for all consumers globally.
Flower Knows, founded in 2016, is committed to creating fairy-tale makeup and dreamy vibes for by creating beautiful makeup and stunning design and packaging. Across the world, young people have grown up listening to the same fairy tales. Flower Knows presents to consumers with different fairy tale concepts behind different series. Each series rich with a combination of dreamlike elements from different cultures around the world, such as unicorns and teddy bears, and design styles from different cultural backgrounds, such as retro cherry parties, oriental flower goddess, and rococo strawberries.
Flower Knows believes that the pursuit of beauty is a process of self-healing. The brand brings passion to its products, and there is no doubt that the fashion culture style popular among young people inspires Flower Knows’ designs.
Flower Knows’ aesthetic propelled its breakthrough in Japan and other markets
Flower Knows also focuses on research and development for beauty that goes deeper, its cosmetics are more than just a facade; it makes eyeshadows, lip gloss, and blush that are softer and lipstick that is more nourishing. Unlike other companies, Flower Knows has invested in improving customization with exclusive products with personalized products and packaging.
Flower Knows entered Japan in 2019 and today is sold in nearly 1,000 offline stores. In 2021, it entered the Southeast Asian market and operates on Shopee, Lazada and other platforms. In 2022, it opened the DTC mode of independent stations mainly facing the European and American markets, with a monthly GMV scale of over 1 million yuan. Compared with Europe and the United States, Japan, South Korea and Southeast Asia have fewer aesthetic differences and greater unity, which can reduce the friction between cosmetics going overseas for the first time and adapting to local market users' preferences.
Customization and personalization are key
Cosmetics consumers all over the world are interested in beauty itself. Flower Knows can satisfy consumers' deeper pursuit of beauty through unique design and concept expression. Personalization is a deeply rooted part of the company’s culture. Flower Knows invites staff to use all new products it makes. Selected staff participate in color trials provide feedback. Flower Knows will then expand the trials to a circle of influencers known in the industry and who have a reputation for creating and improving some of the most popular products on the market. Flower Knows puts care into every product, such as stickers, swatch cards, notebooks, hair bands, and slippers.
Crystal Unicorn Series and Strawberry Rococo Series
Flower Knows 2022 Spring Summer Crystal Unicorn Series features newly designed molds but continues the ultimate fantasy from the 2022 Unicorn Series! This series contains 21 SKUs and 5 categories: lip gloss, embossed blush, embossed pressed setting powder, hand mirror, and stippling brush.
Unicorn crystal lip gloss forms a film and its brightness is comparable to lip honey. Moreover, it is not sticky. One or two coats on bare lips will quickly complete the look. Crystal unicorn embossed blush with intricate workmanship consists of shell luster technology, so the whole package appears very bright in the light. The embossed interior material is a design of a unicorn palace. Flower Knows has also made an adjustment to the powder, to make sure the color is exactly right. It also has a silky-smooth texture.
Unicorn powder, like blush, combines shell pattern technology. When opened, you can see the relief of the powder. There is also a separate layer for storing the powder puff, which is hygienic and portable.
The Strawberry Rococo Series took the company six months to complete the design process from drawing to molding to material testing.
Flower Knows uses the lovely strawberry fruit and Cupid as the main elements, combined with the “elegant and delicate” courtly style of the 18th century Rococo period to bring a stunning visual impact.
The design of the Cloud Lip Cream is inspired by vintage perfume bottles. The embossing and the bow on the packaging is exquisite and lovely, making the product more unique.
The ingredients used for the cloud lip cream were selected from dozens of different choices from over four factories. Its texture is light, soft, and cloud-like as the name suggests.
The gorgeous five-color gemstone shaped eyeshadow palette are very courtly, and the design of both the outer case and the inner palette are incredible. Flower Knows has upgraded the eyeshadow powder to be silky smooth and highly pigmented, while adhering easily and blending evenly. The shimmer is a creamy texture that makes the eye makeup more sparkling and dynamic while being more flattering to the skin.
Flower Knows’ next target is to step up its presence in the markets of Europe and America after its success in Japan and Southeast Asia. With the goal to bring consumers the newest products, as well as worry-free returns and exchanges, the brand will give customers a a new taste of chic cosmetics.
Author by:
Sam Overholt
Steffi Sun
Company: Jadeit Strategy Consulting
Contact Person: Steffi Sun
Email: steffisun@jadeitstrategy.com
Telephone: +86 13439634415
Location: Beijing
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