‘Outpacing the plan’: Orbis U relaunch surpasses initial sales expectations – Japanese beauty giant

Orbis is a Japanese beauty brand owned by cosmetics conglomerate Pola Orbis, which also owns brands POLA, Jurlique, and THREE.

Orbis is one of the firm’s main brands and accounts for around a quarter of the company’s total beauty sales.

Launched in 2018, the Orbis U series is the brand’s signature range that tackles skin ageing concerns. In the last financial year, Orbis U accounted for 27% of the brand’s total sales. As of May 2022, the brand has moved over 13.25 million units of Orbis U products.

In August, the company debuted the relaunch of Orbis U in its home market. According to Orbis, the new three-piece range was met with a very warm reception.

In just eight days, the brand moved more than 100,000 units and racked up approximately JPY230m (USD2.28m) in sales.

At the Skincare Lounge by Orbis, the brand’s experiential retail space, more than 4,000 consumers flocked to it for the relaunch, around four times more than the brand was expecting.

Overall, the stores achieved 160% of sales targets. Meanwhile, the brand’s online counselling experience helped the brand’s new customer acquisition to grow by 134%.

The company said the performance of the relaunch has outpaced its sales plans and reaffirmed its confidence that it can reach its first-year sales targets of JPY2.5bn (USD17.6m).

The new line is based on its latest mitophagy research, which illustrated that decreased mitophagy activity can adversely affect the production of ceramide production in skin and the skin’s ability to keep itself moisturised.

Orbis said this range focuses on building the “basic physical strength of the skin”.​ It contains new ingredients, including St. John’s Wort extract. According to the firm, it is rich in tannins and flavonoids.

Following its domestic debut, the new series will be rolled out overseas to markets including China, Taiwan, Singapore, Malaysia, Thailand, and the US.

More new launches

In addition to the new Orbis U series, the brand has recently launched a new three-piece hair care range focusing on scalp care and hair loss.

The brand is also set to launch the Seamless Fit Cushion Foundation, its first-ever cushion foundation to tap into the recovery of the make-up category. This is expected to drop in September.

Furthermore, in October, Orbis will be debuting Helenus, a new fragrance-centric beauty brand developed in collaboration with Scentopia.