2024.09.11
Over 2 Billion Cumulative Shipments: The Reasons Why "LuLuLun" Continues to Dominate the Face Mask Market
In recent years, the face mask market has been thriving. Dedicated corners have been established in drugstores and variety shops, with new products constantly emerging.
Among them, "LuLuLun" has maintained its position as the top in market share for many years and continues to run ahead. By December 2023, the number of shipments had reached 2 billion.
What has garnered such support for LuLuLun? I spoke with Kentaro Myojin from Dr.LuLuLun Inc. about the extensive know-how embedded in a single sheet mask.
PROFILE
Kentaro Myojin
Dr.LuLuLun Inc. Brand Manager and General Manager of Marketing
Born from the Desire for Everyone to Feel Every Day is Special
Can you tell us how LuLuLun was created?
Originally, the company operated an e-commerce site focused on beauty products, but a project was initiated to create its own brand.However, during the development process, the Great East Japan Earthquake occurred. With uncertain prospects, anxiety arose, leading to a realization within the company: "We have been working as if it were a given, but that is not truly the case."
This realization sparked the desire to create products that make people feel that every day is special and to deliver not just functional skincare value, but emotional value that lifts spirits. Thus, development progressed under this concept, and in 2011, LuLuLun was born.
The thoughts during development are reflected in the logo. It is often referred to as "eyelashes," representing someone who feels good enough to close their eyes contentedly, and the name "LuLuLun" expresses a humming tune.
Upon closer inspection, the bottom of the letters "LuLuLun" has a wave form, symbolizing the ups and downs of daily feelings and the brand's concept of delivering moisture.
Why did you choose to develop sheet masks among various skincare options?
At the time of release, sheet masks were considered a special care product from high-end brands, typically costing over 1,000 yen per mask. We believed that if people could use them daily, it would make every day feel special, leading to the development of large-volume sheet masks.At the same time, despite over 90% of people using toner, many cited "dryness" as a skin concern. This indicated that although they invested in toners for hydration, effective dryness solutions were lacking.
Consequently, we considered whether sheet masks could be utilized as a daily moisturizing care item rather than just a special treat.
This led to the creation of what is now the concept of LuLuLun: "a toner-type sheet mask you can use every day."
What are the benefits of sheet masks?
By applying them, they can penetrate the skin evenly and deeply. Research during the development revealed that when applying the same toner, using hands versus a sheet mask shows that the sheet mask increases skin moisture levels more effectively.Usable Every Day Because It's a Lotion Type
What do you think are the reasons for LuLuLun's success?
The success of LuLuLun can be viewed in two phases. One reason for its hit is that, as previously mentioned, there were no daily-use sheet masks available at the time of launch.The second phase is that the frequency of sheet mask usage has increased. We put effort into communicating that these are sheet masks meant as a substitute for toners for hydration rather than as a luxury treatment.
Gradually, this message resonated with well-known personalities and users, leading to a surge in positive word-of-mouth, which I believe contributed to its current success.
There was a time when the appropriateness of using sheet masks daily sparked debate on social media; how did you perceive this movement?
I believe the reason stems from the notion that all sheet masks were treated the same.LuLuLun's large-capacity sheet masks are toner-type. In contrast, there are also special care serum-type sheet masks.
In regular skincare, the timing and frequency of using toner versus serum also differ. We categorize LuLuLun’s large-volume lotion type for daily use and the individually packaged serum types for special occasions.
Although the format is the same, the intended use differs. However, since all sheet masks are often lumped together, I think that's why such debates arose.
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