Sportswear brand BARREL enters cosmetics market
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Sports brand ‘BARREL’ enters cosmetics market with its water-based travel concept.
BARREL announced its plans to expand its business into cosmetics as well as indoor swimwear and athleisure markets.
Launched in 2014, BARREL is a company specializing in high-performance water sportswear and athleisure.
Sales in 2016 reached 24.247 billion won. BARREL is the domestic leader in functional water sportswear ‘rash guard’. The domestic rash guard market was around 130 billion won ~ 200 billion won in 2016.
BARREL offers a product line that professionally treats and protects skin from external factors such as stress, taking into account skin sensitivity to seasonal and environmental changes.
The key brand concepts are Activity + Trendy + Safety.
The activity applies a highly functional daily care solution tailored to the efficacy of clinically proven waterproof based shades, while Trendy introduces multiple complex functional products including wrinkle improvement + anti- aging + UVA / UVB.
Additionally, the brand plans to offer safe prescription products for NO STRESS.
The product line is primarily 45 ~ 50 items including UV protection (sun protection, sun stick), skincare, color make up (lipstick, eyebrow, eyeliner), cleansing and body.
The price rage is middle-low price. Main distribution channel is online. Offline, the products will be sold in drugstore.
An official of the barrel cosmetics division said, “We will release water based products and color make up with travel concept based on the youthful, healthy, active and trendy brand image in May 2018.”
“We are planning to expand into a young and healthy concept sports cosmetics brand by expanding the range of waterproof and sweatproof based cosmetics such as color cosmetics and sunblocks,” he added.
Questions & Answers
Q.What core principles guide BARREL's new cosmetics range?
What core principles guide BARREL's new cosmetics range?
The key brand concepts are Activity, Trendy, and Safety. These principles informed the development of functional daily care solutions, multiple complex functional products, and safe prescription items for no stress.
Q.When is BARREL expected to launch its new cosmetics line?
When is BARREL expected to launch its new cosmetics line?
An official from BARREL's cosmetics division stated that the new water-based and colour makeup products, featuring a travel concept, are planned for release in May 2018.
Q.What is the intended price point and distribution strategy for the new cosmetic products?
What is the intended price point and distribution strategy for the new cosmetic products?
The products will be priced in the middle-low range. They will be distributed primarily online, with offline sales also planned through drugstores.
Q.Which specific product categories will be included in BARREL's initial cosmetic offering?
Which specific product categories will be included in BARREL's initial cosmetic offering?
The initial product line will feature 45 to 50 items, including UV protection, skincare, colour makeup such as lipstick and eyeliner, cleansing products, and body care items.