News&Notice
About Welcos
HOMECustomerNews&Notice
- Title
- [Notice] ‘Product, strategy, organization…confidence’, everything for global market is all set
- Date
- 2015.07.06
‘Product·strategy·organization……confidence’, everything for global market is all set
Started as ‘Hyundai Cosmetics Industrial’ in 1986, WELCOS released ‘Hair Straight Cream’ first among beauty industry, and has become a manufacturer and seller leading cosmetics market by making a hit product named ‘Bae Yong-jun Nose Pack’ by launching Korea’s first naturalism brand ‘KWAILNARA’ in 1994.
WELCOS is currently operating more than 30 brands including beauty brands, holding famous domestic brands as customers as an OEM•ODM company.
■ The Company Creating Happiness through Beauty
WELCOS which will be marking its 30th anniversary next year established a quality management system by obtaining ISO 9001 in 2008 under the management philosophy titled ‘We create happiness through beauty’.
WELCOS obtained ISO 22716(Current Good Manufacturing Practice: CGMP) certification and received $500 Million Export Tower in 2013.
In 2014, WELCOS was designated as a MFDS(Ministry of Food and Drug Safety)-certified CGMP company and declared to jump to the ‘High-Technology Company WELCOS’ through enhancement of research and development capability by relocating its Chuncheon-based R&D Center to Guro Digital Complex and opening ‘Global C&D Center’.
■ Outcomes at 2015 China Beauty Expo and Prospect
Greeting its 3rd year of overseas market penetration, WELCOS selected establishment of a creative business model for attacking world market as the core for this time’s expo.
This is a strategy to lead rapidly-changing Chinese & global business paradigm by accomplishing ‘WELCOS Business Growth Model’ established to attack brand distribution market simultaneously with OEM/ODM-based manufacturing industry based on its various business portfolio.
As for brand sector, WELCOS plans to set Korea’s first naturalism brand ‘KWAILNARA’ and professional salon brand ‘MUGENS’ as pivots to lead both retail and beauty markets, and strengthen the basis for globalization by focusing on Chinese market with representative H&B channel brand.
Hair brand MUGENS is greeting its 10th year in Chinese market and speeding up for attaching Chinese market by entering into a contract with a sole distributor in China, and focusing on the marketing for enrooting Korea’s representative salon care in Chinese market by providing a systematic education process on the basis of its know-how accumulated in domestic market.
■ Strategy to enter Global Market
WELCOS plans to attack in market by subdividing global market into the Great China Region including China and nations of a global group. At first, WELCOS plans to regard China as its second domestic market and enter with a more systematic and flexible method. WELCOS aims at establishing key distributors for each district on a gradual basis and securing on and offline market share.
As part of the plan, WELCOS is in preparation of online marketing together with a strategy to develop its representative brand. In the long term, WELCOS has a plan to continue a strategy to balance with Chinese market in the future by growing into the top brand not only in China but in other Asian markets such as Hong Kong, Vietnam, Middle East, India etc.
■ 2015 Main Items
△ Kwailnara Banana Milk Body that Skin Drinks
Kwailnara Banana Milk Body that Skin Drinks' container remind of yellow-colored real banana milk. Containing 99.5% pure banana extract rich in tannic acid with rich vitamin and is effective for skin elasticity, it infuses new life into fatigued skin. In addition, for its harmony of royal jelly extract and banana, sweet flavor of banana elevates one’s spirits all day long as soon as it is applied to the skin.
Containing milk protein that removes keratin of skin and makes skin glossy, Banana Milk Body Cleanser that Skin Drinks removes waste and keratin clean, and soft and rich milk bubbles complete to soft skin like bare skin of banana. Containing milk protein that makes rough and somber body moisturized and glossy, Banana Milk Body Lotion that Skin Drinks is absorbed rapidly into skin without stickiness for its soft milk formulation just like applying tender bare skin of banana.
△ Biomax Dragon 8 Ultimate Cream
The product is the outcome of research and modern reinterpretation of precious medicine which was dedicated only to the emperor based on the concept of dragon that designates emperor and has been the symbol of mystique from the ancient times, which highlights Biomax’ own eight secrets that mixed 8 kinds of medical stuffs effective for making skin healthy and putting vitality.
ORIENTAL COMPLEX (HD) which is composed of ginseng and 5 other ingredients such as cordyceps, corni, kind of asparagus, Korean angelica root and lycium shows excellent effect for recovering youthfulness of skin and developing the strength of skin itself. It is also a whitening cream that makes clear and pure skin color by including the desire of a pure white colored white dragon, which makes skin texture bright and brilliant as if quite gloss is created on the face indebted to diamond and platinum powder contained in it.
Pure-white moisture bubbles you can see immediately after applying fill moisture even inside the skin, and it is an 8-in-1 product containing eight functions of skin, lotion, serum, ampoule, sleeping pack, eye cream, sheet mask and cream at a time.
Luxurious containing reminding of a cintamani, a symbol of dragon, and octangular bright package present exclusivity differentiated from other oriental cosmetics.
△ Kwailnara Moisture Soothing Gel 3 types
Kim Young-don, President of WELCOS said “The ultimate goal of WELCOS is to make ‘KWAILNARA’ brand situated in China’s local duty free shops”. This concurs with experts’ anticipation that China is currently strengthening its home market, which will lead to enhancement of native duty free shops. President Kim established a long-term strategy of making WELCOS brands situated in domestic duty free shops and those of China by managing main domestic distribution channels as a preliminary and by extension, focusing on direct purchase malls where Chinese customers visit themselves.
In addition to the foregoing, he has a preconceived plan to make ‘KWAILNARA’ one of 100 brands in Chinese market by placing as WELCOs’ global brand. He also hinted at strong self-confidence with respect to domestic cosmetics market that is undergoing a sudden change centering around hit products.
President Kim said “Hit product is born when perfect market research and one-step-ahead attempt are in harmony”, adding “WELCOS receives more than 10 market reports from each department and has facilities capable of implementing it immediately. WELCOS is prepared perfectly to cope with the rapidly changing environment.”
Started as ‘Hyundai Cosmetics Industrial’ in 1986, WELCOS released ‘Hair Straight Cream’ first among beauty industry, and has become a manufacturer and seller leading cosmetics market by making a hit product named ‘Bae Yong-jun Nose Pack’ by launching Korea’s first naturalism brand ‘KWAILNARA’ in 1994.
WELCOS is currently operating more than 30 brands including beauty brands, holding famous domestic brands as customers as an OEM•ODM company.
■ The Company Creating Happiness through Beauty
WELCOS which will be marking its 30th anniversary next year established a quality management system by obtaining ISO 9001 in 2008 under the management philosophy titled ‘We create happiness through beauty’.
WELCOS obtained ISO 22716(Current Good Manufacturing Practice: CGMP) certification and received $500 Million Export Tower in 2013.
In 2014, WELCOS was designated as a MFDS(Ministry of Food and Drug Safety)-certified CGMP company and declared to jump to the ‘High-Technology Company WELCOS’ through enhancement of research and development capability by relocating its Chuncheon-based R&D Center to Guro Digital Complex and opening ‘Global C&D Center’.
■ Outcomes at 2015 China Beauty Expo and Prospect
This is a strategy to lead rapidly-changing Chinese & global business paradigm by accomplishing ‘WELCOS Business Growth Model’ established to attack brand distribution market simultaneously with OEM/ODM-based manufacturing industry based on its various business portfolio.
As for brand sector, WELCOS plans to set Korea’s first naturalism brand ‘KWAILNARA’ and professional salon brand ‘MUGENS’ as pivots to lead both retail and beauty markets, and strengthen the basis for globalization by focusing on Chinese market with representative H&B channel brand.
Hair brand MUGENS is greeting its 10th year in Chinese market and speeding up for attaching Chinese market by entering into a contract with a sole distributor in China, and focusing on the marketing for enrooting Korea’s representative salon care in Chinese market by providing a systematic education process on the basis of its know-how accumulated in domestic market.
■ Strategy to enter Global Market
WELCOS plans to attack in market by subdividing global market into the Great China Region including China and nations of a global group. At first, WELCOS plans to regard China as its second domestic market and enter with a more systematic and flexible method. WELCOS aims at establishing key distributors for each district on a gradual basis and securing on and offline market share.
As part of the plan, WELCOS is in preparation of online marketing together with a strategy to develop its representative brand. In the long term, WELCOS has a plan to continue a strategy to balance with Chinese market in the future by growing into the top brand not only in China but in other Asian markets such as Hong Kong, Vietnam, Middle East, India etc.
■ 2015 Main Items
△ Kwailnara Banana Milk Body that Skin Drinks
Containing milk protein that removes keratin of skin and makes skin glossy, Banana Milk Body Cleanser that Skin Drinks removes waste and keratin clean, and soft and rich milk bubbles complete to soft skin like bare skin of banana. Containing milk protein that makes rough and somber body moisturized and glossy, Banana Milk Body Lotion that Skin Drinks is absorbed rapidly into skin without stickiness for its soft milk formulation just like applying tender bare skin of banana.
△ Biomax Dragon 8 Ultimate Cream
WELCOS’ cosmeceutical brand ‘Biomax’ ‘Dragon 8 Ultimate Whitening All in One Cream’ that programs life index of skin
The product is the outcome of research and modern reinterpretation of precious medicine which was dedicated only to the emperor based on the concept of dragon that designates emperor and has been the symbol of mystique from the ancient times, which highlights Biomax’ own eight secrets that mixed 8 kinds of medical stuffs effective for making skin healthy and putting vitality.
ORIENTAL COMPLEX (HD) which is composed of ginseng and 5 other ingredients such as cordyceps, corni, kind of asparagus, Korean angelica root and lycium shows excellent effect for recovering youthfulness of skin and developing the strength of skin itself. It is also a whitening cream that makes clear and pure skin color by including the desire of a pure white colored white dragon, which makes skin texture bright and brilliant as if quite gloss is created on the face indebted to diamond and platinum powder contained in it.
Pure-white moisture bubbles you can see immediately after applying fill moisture even inside the skin, and it is an 8-in-1 product containing eight functions of skin, lotion, serum, ampoule, sleeping pack, eye cream, sheet mask and cream at a time.
Luxurious containing reminding of a cintamani, a symbol of dragon, and octangular bright package present exclusivity differentiated from other oriental cosmetics.
△ Kwailnara Moisture Soothing Gel 3 types
Kwailnara Moisture Soothing Gel soothes skin that is irritated in summer season which is getting hotter.
The product is moist gel type that supplies moisture instantly to the skin fatigued by external environment and provides sedative activity on the skin irritated by strong sunlight, which are the all-in-one soothing gel applicable not only to facial skin but to body, hands and foot and hair without stickiness.
In addition, the whole family of all ages can use at ease as the products are produced by 6-free prescription that excluded ingredients harmful to skin such as paraben, pigment, silicone, mineral oil, sulphate and benzophenone.
Especially, expression of freshness of bamboo, carrot and cucumber by adding a cross section image on the realistic unique appearance catches customers’ eyes.
‘Kwailnara Moisture Soothing Gel’ is composed of 3 kinds of 3 kinds of ‘Damyang Bamboo Moisture Soothing Gel’ containing 99.5% pure bamboo water from Damyang, the home of bamboo, ‘Jeju Carrot Moisture Soothing Gel’ containing 99.5% pure carrot water harvested in the clean area Jeju and ‘Real Cucumber Moisture Soothing Gel’ containing 99.5% fresh and pure cucumber extract.
The product is moist gel type that supplies moisture instantly to the skin fatigued by external environment and provides sedative activity on the skin irritated by strong sunlight, which are the all-in-one soothing gel applicable not only to facial skin but to body, hands and foot and hair without stickiness.
In addition, the whole family of all ages can use at ease as the products are produced by 6-free prescription that excluded ingredients harmful to skin such as paraben, pigment, silicone, mineral oil, sulphate and benzophenone.
Especially, expression of freshness of bamboo, carrot and cucumber by adding a cross section image on the realistic unique appearance catches customers’ eyes.
‘Kwailnara Moisture Soothing Gel’ is composed of 3 kinds of 3 kinds of ‘Damyang Bamboo Moisture Soothing Gel’ containing 99.5% pure bamboo water from Damyang, the home of bamboo, ‘Jeju Carrot Moisture Soothing Gel’ containing 99.5% pure carrot water harvested in the clean area Jeju and ‘Real Cucumber Moisture Soothing Gel’ containing 99.5% fresh and pure cucumber extract.
■ Interview
'Aim to develop KWAILNARA to a global naturalism brand'
Kim Young-don, President of WELCOS said “The ultimate goal of WELCOS is to make ‘KWAILNARA’ brand situated in China’s local duty free shops”. This concurs with experts’ anticipation that China is currently strengthening its home market, which will lead to enhancement of native duty free shops. President Kim established a long-term strategy of making WELCOS brands situated in domestic duty free shops and those of China by managing main domestic distribution channels as a preliminary and by extension, focusing on direct purchase malls where Chinese customers visit themselves.
In addition to the foregoing, he has a preconceived plan to make ‘KWAILNARA’ one of 100 brands in Chinese market by placing as WELCOs’ global brand. He also hinted at strong self-confidence with respect to domestic cosmetics market that is undergoing a sudden change centering around hit products.
President Kim said “Hit product is born when perfect market research and one-step-ahead attempt are in harmony”, adding “WELCOS receives more than 10 market reports from each department and has facilities capable of implementing it immediately. WELCOS is prepared perfectly to cope with the rapidly changing environment.”
Beautynury 2015. 6. 19
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