Visée Singapore debut: Kosé aims to enhance brand visibility in SEA with new launch

The firm’s decision to launch Visée in Singapore was driven by several reasons, including the need to enhance Kosé’s overall brand awareness in the region.

“Singapore is a significant hub in SEA with a vibrant and diverse consumer market. Launching in Singapore allows Kosé to tap into this market, reaching a broader audience. Establishing a presence in Singapore enhances Kosé's brand visibility in the region, helping to strengthen its brand equity and recognition,” Joyce Lim, marketing executive, Kosé.

Visée was made available exclusively on Kosé’s official Shopee store on June 22. Singapore is the brand’s fourth market entry after Japan, Hong Kong, and Taiwan.

“Singapore's beauty and cosmetics market is growing, with increasing demand for affordable yet high-quality beauty products. Kosé aims to leverage this growth by introducing Visée,” said Lim.

According to Lim, there are plans to expand the brand offline next year onwards.

“Overall, Kosé's launch of Visée in Singapore is a strategic move aimed at capturing market share, meeting consumer demand, and establishing a strong foothold in a key regional market,” said Lim.

Meeting needs and trends

Visée was originally launched in 1994. The brand has since become known for its trendy and stylish makeup products, particularly popular among younger consumers.

Some of its best-sellers include its Essence Lip Plumper, Nenmaku Fake Rouge, Extra Skinny Concealer, Red Trick Eye Concealer, and Nuance Dewy Creator Eye Colour.

According to the company, all of these products have been recognised by the @cosme Best Cosmetic Awards in Japan.

The company highlighted that Visée was perfectly aligned to tap into the current makeup trends in Singapore.

“There's a trend towards minimalist beauty routines and products that offer quick, easy application while delivering a polished look… Visée’s product line often emphasises enhancing natural beauty rather than masking it. This aligns with the growing trend towards minimalist and effortless beauty routines in Singapore,” said Lim.

Lim also highlighted the brand’s wide appeal and accessibility with its varied product range and competitive price points.

“Visée offers a diverse range of makeup products that cater to various beauty needs and preferences. This versatility allows consumers to find products that suit their individual styles and routines… Visée provides high-quality products at accessible price points, making premium beauty more attainable for a broader range of consumers.”

Lastly, the brand can tap into the high demand for Japanese beauty brands.

“The popularity of Korean and Japanese beauty trends is significant in Singapore. Consumers are keen on innovative, high-quality products from these regions, which bodes well for Visée… Japanese beauty products are highly regarded for their quality, innovation, and effectiveness. Singaporean consumers, who are familiar with and appreciative of J-Beauty trends, will likely find Visée appealing,” said Lim.

Visée is not the only makeup brand Kosé has introduced to Singapore in the past couple of years, most notably Espirque and Fasiom which launched with retail partner Welcia-BHG.

Lim highlighted that Espirque has been progressing positively since its launch and expanding into more retail stores.

“Esprique has been doing well ever since its expansion into the mass channel in stores such as in all Welcia-BHG, selected Guardian and Don Don Donki doors. Esprique is also available on our Kose official stores on Lazada and Shopee.”

Maximising opportunities

Visée aims to establish a robust presence and expand its market share in Singapore with several strategies, including releasing exclusive or limited-edition products tailored to the local market.

It also sees value in hosting pop-up stores and beauty events allowing consumers to experience the products firsthand.

At the same time, the brand will work to strengthen its omni-channel presence.

“Strengthening online sales channels and ensuring seamless integration with physical stores can capture the growing number of consumers shopping online. Offering a comprehensive omni-channel experience can enhance customer convenience.”