Brand updates: Melvita, Paula's Choice, Kao and more in our brand update

Melvita debuts new look, upgraded stores for APAC​​

L’Occitane-owned Melvita is rolling out a brand new look with revamped stores and communications in Asia Pacific to capture the rising opportunity for high-performing natural beauty products.
The next 18 months will be crucial for Melvita as it rolls out a rebrand across these markets.

The revamp is a large undertaking and will introduce a new look for the brand, upgraded stores, brand-new eco-friendly packaging, as well as stronger product claims.

“All this is very exciting, it’s like we’re a whole new brand,” said Nathaelle Davoust, global general manager of Melvita, who also noted that the brand was not changing any formulas.

Paula’s Choice launches Beautypedia SEA for ingredient-conscious consumers​​

Skin care brand Paula’s Choice has launched its Beautypedia platform on its South East Asian websites to provide education and information about cosmetic ingredients.

The brand-neutral database aims to help users make informed decisions by offering detailed and easy-to-understand evaluations of ingredients and their efficacy.

On June 1, the Unilever-owned brand launched Beautypedia on three of its official websites in SEA: Singapore, Malaysia, and the Philippines. The launch coincides with the brand’s 29th anniversary.

Clio more than doubles Japan offline footprint with 7-Eleven expansion​​

K-beauty company Clio Cosmetics more than doubles its existing offline footprint in Japan by launching a makeup brand into 7-Eleven.

The brand was launched across approximately 20,000 7-Eleven stores on May 25 with 22 items, such as eye shadows, glitter gels, and lip tints.

According to Clio, Twinkle Pop is the first new makeup brand to launch in Japanese 7-Eleven stores in the last two decades, which has already drawn attention of beauty consumers.

The launch into the convenience store channel would accelerate Clio’s offline footprint in Japan from about 15,000 to 35,000 touchpoints.

Kao reinforces men’s hair care with new launches inspired by skinification trend​​

Kao Corporation is seeking to strengthen its hold on the men’s hair care segment with more premium products inspired by the hair and scalp skinification trend.

Success has launched Success RESIL with two products – shampoo and conditioner – that contain plant-derived amino acids in silicone-free formulas.

According to the company, the range aims to clean and nourish the hair, giving it a healthy, voluminous look and feel.

The shampoo was developed to remove excess sebum, dirt, and styling products. The conditioner features a non-sticky formula that envelopes the hair strands in an elastic coating.

Drop Zone: Amorepacific, Caudalie, Glow Recipe launches help ease complex beauty routines​​

In this edition of Drop Zone, CosmeticsDesign-Asia looks at the new products launched recently that are meeting demands for simplified beauty routines, featuring Amorepacific, Caudalie, and Glow Recipe.

Life is full of complexities, but beauty routines shouldn't be one of them.

With today’s fast-paced lifestyle, beauty consumers increasingly value simplicity without compromising on efficacy.

This minimalist approach has driven the trend for 'skip' care over the past couple of years, which aims to streamline beauty routines without sacrificing results.