Johnson & Johnson-owned derma-cosmetic brand Dr.Ci:Labo has revealed a new travel retail-specific content-for-commerce strategy to accelerate its expansion.
Dr.Ci:Labo’s ‘Science that Sells’ approach was awarded in the category of Best E/M Commerce (Brand) at the The Moodies Travel Journey Digital awards, held during the Virtual Travel Retail Expo.
The innovative digital content strategy has been rolled out with major retailers in Asia Pacific travel retail including China Duty Free Group, Lotte Duty Free, The Shilla Duty Free and Shinsegae Duty Free. Early response to the strategy has been positive as it continues to drive engagement and conversion. It was particularly effective on China Duty Free Group’s social platforms where it generated a +600% sales increase versus 2020.
“Our consumers are very much ‘skintellectuals’ and Dr.Ci:Labo, as a science-led brand, has a proven competitive advantage when it comes to understanding what skin health means today,” said Johnson & Johnson Consumer Health Asia Pacific Head of Retail Marketing and Travel Retail General Manager Albinus Saw.
“The science-based storytelling that Dr.Ci:Labo is known for is at the heart of our content-for-commerce strategy and helps positively engage consumers at every touchpoint.”
Dr.Ci:Labo’s content-for-commerce strategy was developed in collaboration with Johnson & Johnson’s Research & Development Department. It shines the light on the science behind Dr.Ci:Labo’s efficacy claims and showcases product demonstrations that make skincare science fun and approachable.
The strategy was developed in response to the acceleration of online sales amid the pandemic crisis. A recent study by M1nd-set revealed that 53% of travellers said that they are more willing to shop online and collect their goods either upon boarding or on arrival at their destination airport. The survey revealed that 62% of Chinese travellers state that they would choose ecommerce over other shopping channels in travel retail.
The content-for-commerce strategy features specially designed Product Detail pages for each of Dr.Ci:Labo’s hero products. Each page highlights the science-backed efficacy of each line. The brand has also partnered with healthcare professionals and dermatologists to stress test the products and produce credible and informative digital content. Dr.Ci:Labo also tapped leading Chinese beauty and lifestyle KOLs to sample the products, experience them and become genuine endorsers.
The digital content is available in multiple languages which can be tailored to suit different shopping seasons. It is scalable across multiple social platforms including WeChat, Weibo, LittleRedBook and TikTok/Douyin.
Saw added, “The refreshed content-for-commerce strategy has helped drive effective communications with Chinese shoppers thanks to interactive, educational content that emphasises Dr. Ci:Labo’s product superiority and science-backed, derma credentials – key purchase drivers for Chinese shoppers.
“As the entire travel retail industry shifts to a more digital-first approach, we are confident in the easily navigable format of our digital content which can be adapted to suit various platforms and target travellers at key shopping moments throughout the year.”
