FULLY, a vegan hyper-performance skincare brand under the D2C media commerce company ADAPT, is advancing its market presence in China via live commerce on Douyin. Starting from June, the brand has collaborated with the platform, resulting in a remarkable sales increase of approximately 15 times in June compared to the previous month.
Through live commerce on Douyin, FULLY is enhancing its connection with local consumers. Notably, the brand has maintained ongoing collaborations with beauty influencer Dada (搭搭) for live broadcast sessions. During a live broadcast in June, the entire inventory of the 'Red Tomato Jam Pack Cleanser' was sold within just one hour of the broadcast, attracting around 1.02 million cumulative viewers.
The continual growth in sales and success in live commerce on Douyin are paving the way for FULLY to broaden its brand and product visibility in the local market. By directly introducing and selling products through live commerce, the brand is effectively gaining the interest of local consumers and pursuing strategies to penetrate the Chinese market.
FULLY has built brand awareness both domestically and internationally, especially around its flagship product, the 'Green Tomato Clay Pack Cleanser'. The brand offers a variety of products tailored to the characteristics of different markets and channels, with the 'Red Tomato Jam Pack Cleanser' gaining notable attention in the Douyin live commerce space.
The 'Red Tomato Jam Pack Cleanser' functions effectively to care for impurities and dead skin cells within the pores. It includes konjac jelly scrub, aiding in exfoliation, and can be used in two ways: as both a pack and a cleanser, making it suitable for daily cleansing routines. Human application tests have shown an improvement in old dead skin cells by 71% after one use and a 46% improvement in skin hydration.
Recently featured in the K-beauty reality program 'Beauty Check-In' in Myeongdong, the 'Red Tomato Jam Pack Cleanser' gained attention as Dada also participated in the content associated with the live broadcast.
A representative of FULLY stated, 'Through collaboration with local influencers in live commerce, we have expanded our opportunities to introduce and sell products directly to consumers, increasing brand recognition. Following collaborations with influencers, we are witnessing sales growth in the Chinese market, and we will continue to enhance our connection with consumers through live commerce and various beauty content to elevate our brand presence locally.'
