OBgE, a K-beauty brand under the media commerce company ADAPT, is strengthening its market presence in Taiwan and Hong Kong by entering major offline distribution channels. Building on online sales success, the brand aims to expand its offline network and enhance consumer engagement through tailored local marketing strategies.
OBgE products are now available in major retail outlets including Watsons stores across Taiwan and Hong Kong. In Taiwan, the brand has also partnered with COSMED, POYA, 7-Eleven, and DON DON DONKI, while in Hong Kong, products are featured in Sa Sa, Colourmix, Lung Fung, and Matsumoto Kiyoshi.
Watsons is a leading health and beauty retail chain, offering a critical avenue for the brand to connect with local consumers. As of October, there are 819 OBgE offline points of sale in Taiwan and 195 in Hong Kong, primarily through these key distribution channels.
The expansion of offline distribution is underpinned by strong online sales performance. From January to September of this year, average monthly sales in Taiwan rose approximately 5.4 times year-on-year, while Hong Kong saw a growth of around 6.2 times. Notably, three key products, the 'Natural Cover Foundation,' 'Natural Cover Lotion,' and 'Oil Control Finisher,' achieved record monthly sales following their August launch in Hong Kong.
OBgE's product strategy is tailored to local market demands, focusing on issues such as oil control and pore management due to the humid climate. The brand has positioned itself as a gender-neutral K-beauty option, appealing to a broader consumer base beyond just male grooming. Additionally, the company appointed local singer and actor Jung Yong-hwa as its promotional model in Hong Kong and expanded his involvement into Taiwan.
The product line includes both makeup and skincare offerings. The makeup range features the 'Natural Cover Foundation' and 'Natural Cover Lotion' for seamless coverage of skin imperfections, alongside the 'Oil Control Finisher' for makeup setting and oil control. In skincare, OBgE addresses varying consumer needs with products like the 'Blackhead Scrub Balm' for blackhead cleansing and the 'Pore Zero Oil Control Sun Stick' that combines UV protection with oil control functionalities.
According to an OBgE representative, the entry into major retail channels in Taiwan and Hong Kong sets the groundwork for more consumers to experience OBgE products. The company plans to continue expanding local partnerships and enhancing consumer touchpoints to sustain its distribution growth in the Greater China market.
