BEAUTY: REFA
Since the majority of customers spend time researching before coming into the store, we focus on communicating to customers via social media/digital marketing, about the true benefits of products. When customers come into the
store, we focus on demonstration so that they can experience the difference themselves and learn more about how to use the products.
Demonstrations are key to ReFa's strategy in travel retail.
hold the most potential for ReFa? Can you tell us why? Since we are relatively new in travel retail, we are focusing on expansion through airport duty free stores first. However, we are keen to demonstrate the products to our consumers, especially the unique sensation they provide, which replicates professional aestheticians’ hand movements. Therefore, we envision that
downtown duty free stores – which allow for more demonstration opportunities as well as additional customer services – will become increasingly important to our business. We also notice that customers’
perception of travel retail has changed from a savings-oriented marketplace to a services-oriented marketplace. It is important that brands provide a high standard of service and the best possible reflection of the brand’s philosophy. At airport stores, the amount
“We understand the risk of daigous and we believe the expansion of this business to be a result of the rapid development of social commerce platforms in China.”
Shu Setogawa, MTG Pacific
102 TRBUSINESS
of time we spend serving each customer may be limited due to flight schedules, but at downtown duty free stores, customers are willing to linger at our counters. Aside from airport/downtown
duty free stores, we think the cruise channel will be very interesting, as there is still so much potential for this business in Asia. As Chinese travellers continue to look for the best ways to travel as a family, we hear that cruises are becoming more and more popular, as it is easier for them to travel in big groups.
With the competition for beauty devices heating up in travel retail, how does ReFa plan to communicate its USPs effectively with end-consumers? The difficult situation we are experiencing right now is that because the beauty device market is relatively new, customers’ knowledge of the products is quite limited. We do not have a direct competitor for our products, as they work through a natural approach by replicating massage techniques. The majority of other devices
focus on technologies such as EMS, LED lights, RF etc. Retailers and customers are not exactly comparing ‘apple with apples’, but instead more like comparing one type of fruit with another.
Why do you think there is such a strong appetite for beauty devices among travelling consumers at the moment? This depends largely on consumer demographics. For frequent travellers there is high demand as devices usually promote wellness benefits as well. Many customers purchase our products to relieve stiff shoulders and fatigue after long flights; that’s why we believe the demand is strong among travellers. Devices designed to enhance the skin’s condition through wellness techniques can also be used on all skin types, which broadens the customer base.
Do you think the demand is sustainable? We believe that there will always be demand for devices. The market will continue to grow and more devices will enter the market. Since customers don’t always need to upgrade or purchase difference devices, brands will need to come up with unique ways to make sure customers come back to the brand, such as our concept; ‘united beauty’. We combine an advanced
technology device with skincare products to enhance the effect of both. For example, we have skincare products that are designed specifically to be used with rollers. We also have products that function by actually emitting a skincare lotion; such as ReFa MIST. The device will spritz a fine particle
mist of skincare lotion, which can even permeate makeup. This is a unique technology that we were able to create because we have expertise in both devices and skincare.
Is ReFa likely to diversify into other beauty sub-categories?
OCTOBER 2019
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