Lifestyle

Malaysian veneer mask premium brand for skin problems – Wired PR Lifestyle Story

I am a sheet mask collector. Every month, I would get at least a dozen from SASA to test different formulations that could benefit my skin.

This is an easier way to look at new skin care products, as the collection of moisturizers, cleansers, serums, etc. from different brands requires a greater commitment to use.

CLEF Skin Care (CLEF) is taking advantage of customer behavior like mine. Knowing that sheet metal masks are portable and easy to use, its creators were confident that it was the product that people would try the most, especially from a brand new one.

Industry experts also advised that sheet masks are the best income for a skin care brand. If you follow this guide, CLEF Skincare’s 7-figure annual sales from 2020 to 2021 and a growth rate of over 300% are essential.

Clean and efficient

The name CLEF Skincare comes from the words CLEAN and EFfective, which is what its components are meant to be. They contain a variety of plant extracts, such as skin regenerator, acne scar reduction and antioxidant benefits.

Kaii, who we talked to / Image credit: CLEF Skincare

For creators Oscar, Jeremy and Kaii, the development of a clean skin care brand stemmed from the belief that the practice should be stress-free.

That’s why the brand was introduced with its first product, the Copper Peptide Mask. The website says that the mask combines the functions of 9 different masks into one 1 to work best to get rid of acne scars, dark spots and wrinkles.

Buy CLEF Skincare products VP Label at an exclusive price now:

CLEF Skincare says noticeable improvements can be seen in 3 days after using 3 boxes for RM135 for every box with 5 pieces (no promotion).

Skin care comes with a lot of skepticism, as many consumers buy product after product saying that they do this and that, but in the end they don’t see any results.

For CLEF, the creators themselves are avid users of their products. The quay has had a fair share of skin problems. She previously had severe acne scars with prominent and closed pores, but continued use of CLEF Skincare has yielded results, she shared.

“Since using our products, my skin condition has really improved, and to date, my skin care offer has been pretty busy with CLEF Skincare,” Kaiia said in our interview. He confirmed that the team will only sell products that have worked on its skin.

Before and after shots of the use of the sheet mask by Kaii / Image credit: CLEF Skincare

Get well

While the brand was launched in October 2019, the search for a suitable investor and R&D lab began 2 years earlier, which the team described as its biggest hurdle.

They needed to find a manufacturer, A) willing to produce in small quantities, and B) willing to work closely with them as the formulations were finalized.

“A lot of labs weren’t ready to work with these conditions, especially when it came from a brand that was barely growing,” Kaiia recalled.

After visiting 12 manufacturers, the group finally found one that shared the same values ​​and beliefs, and remains the producer of CLEF Skincare today.

Product Formulation / Image Credit: CLEF Skincare

A total of 1.5 years were spent developing Copper Peptide Mask products. Also, because it took a lot of time to have discussions with the lab and back and forth to correct the slightest grief of the group.

One of them included the improvement of the sheet mask as a whole, based on the formulation of the product.

“It can be really annoying when the essence of a mask flows from your neck, so we tested different materials, experimenting with different thicknesses until we fixed them with our 0.25mm Tencel sheet,” Kaii explains.

You know: Tencel is a cellulose fiber that aims to be a more durable material than cotton.

To compete with confidence

CLEF Skincare is entering a highly competitive market for cosmetic brands that produce their own sheet masks. Go to beauty markets like HERMO or HERMO Trio and you will find many other local and international brands with similar offers and prices.

How did Oscar, Jeremy, and Kaii then gain the confidence to compete?

“When it comes to skin care, people are usually willing to try new products, because if there’s one product that can improve their skin, it’s a worthwhile opportunity,” Kaiia justified.

So CLEF Skincare is about building good products that ensure safety and comfort when applied to the skin, effectively addressing customer issues.

“We certainly had our concerns about competition, it’s a growing industry after all. But with good products, we have the confidence to stay and maintain, ”added Kai.

Influence the market

Of course, getting users to actually buy and test their products was not an easy task. Thus, CLEF Skincare took the support of influencer or key opinion leaders (KOL) marketing.

Initially they reached 300 KOLs, only 50 were convinced to test and review the product of a low-protection customer brand.

“But we have really nurtured our relationships with the 50 creators who agreed to work with us, which I believe has led to pouring their trust into the audience, increasing our network’s perception of the brand,” Kaii shared.

Sheet Mask Foreground / Image Credit: CLEF Skincare

CLEF Skincare can now insert between 200-300 KOLs per product presentation. To further consolidate its brand presence, SASA entered Malaysian retail shelves in October 2020.

With the blockages and the negative impact they have on non-essential retail businesses, however, I wondered what opportunities they saw for selling their products in stores.

“We are not too concerned about getting into the retail blockchain, because when the spaces are opened, people would approach the malls, which would offset the performance of the blockade,” Kaiia predicted.

In addition, sales of CLEF Skincare are being achieved mostly through e-commerce channels, which has allowed the brand to reach customers in the US, UK, Canada and Australia.

So Kaii is confident that online sales can sustain the brand’s retail activities.

“However, there is no better way to build strong customer trust than through large physical channels, which is why we have been aiming to enter a large retail market from the beginning,” he shared.

Optimistically, the brand is looking to expand its retail footprint to more Malaysian beauty and wellness retailers, and the group plans to open a flagship concept store in the next 3 years.

Buy CLEF Skincare products VP Label at an exclusive price now:

  • Learn more about CLEF Skincare here.
  • Read about other Malaysian startups here.

Featured Image Credit: Kaii, co-founder and CEO of CLEF Skincare




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