BAEMIN launched its first beauty brand, Lazy Bee, on April 21, aiming to provide optimal beauty solutions in quality, safety, and convenience for customers.
After nearly two years of research and development, Lazy Bee is now available on the BAEMIN app in Ho Chi Minh City, with plans to expand to other provinces and cities in the upcoming months.
"We had nurtured the idea of launching Lazy Bee in 2021, and moved a forward with slow but firm steps. To bring the most quality and suitable products, Lazy Bee has conducted many customer surveys and analysed the market carefully before developing the product line," said Jinwoo Song, CEO of BAEMIN Vietnam.
"Through this research and development process, we finally introduced a high-quality beauty brand that emphasises convenience based on the deep understanding of the Vietnamese skin characteristics and skincare routines."
The launch of Lazy Bee is the next step of BAEMIN's mission ‘Delivering Everyday Happiness to Your Door’. The name represents the leisure of some busy youngsters who are always on the go and strive for more. With its special products, Lazy Bee hopes that the users can reward themselves with moments of joyful skincare, regardless of their hectic lives.
All of Lazy Bee’s products aim to meet essential needs and provide convenience for its users. They were researched, developed, and produced in South Korea, applying advanced technologies and international-standard testing procedures.
At the launch event, Lazy Bee introduced two main product lines: skincare and makeup. The skincare line includes a facial mist, toner pad, and face masks with four options; the makeup line includes cushions with two shades and lipstick with three colour options.
The brand highlights three core elements: the positive experience through packaging and customer experience, the convenience via the multi-function and design of each product, and the Korean-standard quality with ingredients from nature and strict production processes in accordance with global GMP standards.
Lazy Bee will continue to research and introduce new product lines to provide users with convenient and high-quality beauty solutions.
Following the green path of BAEMIN, Lazy Bee's products are not tested on animals. Moreover, the company also uses ingredients mainly sourced from nature, ensuring safety for the skin and causing no harm to the environment. All components of the product line comply with the regulations of the Vietnamese and South Korean governments on safety and quality standards of the beauty industry.
South Korea is one of the pioneering beauty industries in the world, and it also deeply influences Vietnamese customers. The beauty sector in Vietnam is growing rapidly with increasing purchasing power – the total value of the beauty industry in Vietnam is currently around $2.63 billion and is expected to grow at a rate of 3.32 per cent annually until 2027.
As the market shows a strong potential growth with high competition among beauty brands in the same segment, Lazy Bee is focusing on customer experience and route-to-market strategy. In the first 1-2 months after launch, Lazy Bee will only be sold through the BAEMIN application to initially create brand recognition among existing users. Simultaneously, the brand will improve its operation and distribution mechanisms to ensure the best customer experience.
In the following months, Lazy Bee will expand its distribution channels and target other cities such as Hanoi and Danang.
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