[케이브릿지 미디어/Jay Son] Fujen Bio Breaks Sales Records in Japan with New Cosmeceutical Line
Fujen Bio's cosmeceutical brand, CepoLAB, has set a remarkable sales record in Japan, achieving over 2.2 billion won from a single day of home shopping sales. This milestone, reached during a live GS Home Shopping broadcast, highlights a significant achievement amid economic challenges and high consumer interest in premium skincare.
According to a report by Beauty Nury on May 26, CepoLAB exceeded its sales target by 231% on May 16 during the broadcast of "CepoLAB Biozenic Hyeja Package." The package, a special offer sold exclusively through the live show, consisted of popular products like "Biozenic Essence 90%" and "Biozenic Soap." It saw an overwhelming response, particularly from women in their 40s and 50s, who constitute 92% of the brand's clientele.
Analysts attribute part of this achievement to the recent launch of a TV advertising campaign. CepoLAB, featuring actress Kim Hyeja as the brand model, embarked on its first integrated marketing initiative since its launch. Its signature product, the "Biozenic Essence," known as a "step-zero" or pre-care essence, has gained substantial popularity due to its unique positioning and advanced formulation. Since 2023, it has documented cumulative sales exceeding 100 billion won, with over 3.5 million units sold.
The core of CeboLAB's innovation lies in its proprietary cosmetic ingredient, CLEPS®, developed by its research team. Derived from the rare microorganism "Seriporia Laxerata," this bioactive substance enhances skin elasticity, hydration, and resilience while inhibiting skin-aging factors. Despite its relatively high price point of 129,000 won for a 155 ml bottle, the brand's commitment to product integrity and strategic marketing has resonated well with discerning consumers, boasting a repurchase rate of 52%.
Alongside record sales, CepoLAB is hosting a special "Heavenly Shop" event through its smart store until June 3, offering significant discounts on various product packages and complimentary gifts. This event aims to reward customers and sustain engagement with the brand, further cementing its position in the high-end skincare market.
