POLA is the âultra-prestigeâ skin care brand owned by Japanese cosmetics maker Pola Orbis Holdings, which is also the company behind the J-beauty ORBIS and THREE brands.
The brand has grown in Asia in recent years and is now present in seven markets. From 2017 to 2020, the brand’s sales quadrupled.
In the latest report to its shareholders, the company expressed optimism about the brand’s position and said it will now focus on profitable growth of its overseas business.
POLA’s overseas success would not only strengthen the brand, but also contribute immensely to the group’s overall business performance, the company said.
POLA’s overseas sales are expected to grow at a compound annual growth rate of 20-25 percent from 2021 to 2023, according to her new report. She expects overseas sales to reach 30 billion yen. ($ 272 million) by 2023.
Despite the implications of the COVID-19 pandemic over the past year, POLA has made significant progress in its overseas markets.
The growth of its overseas business is largely dependent on its rapidly growing sales in China.
In the first quarter of 2021, brand sales grew 120% to about 1.35 billion yen (US $ 12.2 million) in the first half of the year, sales increased 96% from one year to the next.
It was driven by key launches in the Chinese market, notably its best-selling skin serums and its premium BA range.
Urgent doors opening
One of the firm’s priorities is to continue its expansion in China, which is now the “Most important market”.
Among her priorities, Pola Orbis declared her most ‘urgent’The aim is to expand the points of contact with consumers in China.
By 2023, the company aims to have around 120 stores in China.
He also plans to focus on beauty consulting and facials services, which he says will strengthen the positioning of POLA’s luxury brand in the market.
At the same time, the company will strive to strengthen the brand’s e-commerce and digital marketing capabilities to accelerate its brand awareness campaign. One of the channels the company plans to explore further is live trading.
Finally, POLA will focus on developing its travel retail activity, which remains an important channel despite the sluggishness of international travel.
At the start of the year, the company established Pola Orbis Travel Retail (POTRL) in Hong Kong to expand its business in the Chinese travel retail market.
In July, the brand made its debut on Hainan Island, a popular holiday destination in China.
The increase in the number of domestic travelers, combined with the increase in the tax-free deductible and Chinese consumers’ appetite for luxury beauty products, have helped boost POLA’s travel retail sales.
The potential of the travel retail market is pushing the company to speed up store openings. In July, CosmeticsDesign-Asia announced that POLA intended to launch at least five more doors on Hainan Island alone.