KATE struggles to keep top-selling lipstick for face masks in stock as demand grows

KATE is a very popular mass-market makeup brand owned by Kanebo, a subsidiary of personal care company Kao Corporation.

In November, Kanebo was forced to apologize for not responding to market demand for Lip Monster, a transfer-resistant lipstick suitable for masks he launched more than six months ago in Japan. .

“We received a strong response from the market immediately after its release… it was a great success and the product was in short supply. We sincerely apologize for any inconvenience caused to our customers ”, Kanebo said in a press release.

Lip Monster launched with a total of 11 colors, including four online exclusive shades.

Since its launch, the company has sold more than 1.2 million lipsticks and has achieved a 55% market share in Japan, according to INTAGE SRI data.

The product has since been launched in other markets including Thailand, Malaysia and Singapore.

The company has announced that it will gradually strengthen its Lip Monster offering starting December 14.

“Currently, we are working to deliver the products to our customers as soon as possible. We will continue to strive for stable supply, we appreciate your patience until then. “

In the meantime, Kanebo has announced that it will launch miniature versions of Lip Monster in the two most popular shades on December 18 in select stores to boost supply.

What’s more, he’s also scheduled a new line of minis with four limited-edition shades to release next year on January 22 in select stores.

Kanebo isn’t the only cosmetics company to have experienced supply chain difficulties recently.

In November, CosmeticsDesign-Asia reported that K-beauty giant LG Household & Health Care reported a 2.9% drop in third-quarter sales due to an intensified logistics crisis the company attributed to preparing for mega shopping festivals such as Double 11 and Black Friday.

Color retention technology

KATE Lip Monster was developed in response to the increased use of protective masks during the COVID-19 pandemic, which has taken a severe blow to sales of makeup, and particularly lipstick, around the world.

Despite the pandemic, Kanebo said his consumers, especially the younger generation, still wanted to enjoy the use of makeup and liked to wear makeup during times when they took off their masks in public.

This has created a demand for lipsticks that are durable and transfer resistant, while having moisturizing properties.

Lip Monster features Kanebo’s proprietary color retention technology, which turns moisture evaporating from the lips into an adhesive gel film that sits on top of the lipstick.

This gel film acts as a barrier that helps retain pigment, making lipstick smudge resistant on surfaces such as mugs or face masks.

This, the company said, allowed the lipstick to retain its’freshly applied look ‘longer despite being a gel lipstick. At the same time, Lip Monster hydrates the lips, unlike typical matte lipsticks.

About Thomas Hereford

Check Also

Ongoing campaign to help migrants | Local News

The We Care Community Resource Center plans to hold an event this week to help …