517With the development of the times and the shift in attitudes, hair removal is no longer an exclusive domain for women. More and more men are joining the ranks of hair removal, pursuing a fresher and cleaner image.
In Japan, this trend is particularly evident. When you step into a Japanese beauty salon, you will see a scene that many Chinese people find novel—there is no shortage of male customers coming for hair removal, all rushing to complete their hair removal plans before summer arrives. This strong demand for hair removal also indirectly reflects the Japanese public's enthusiasm for personal care.
According to industry statistics, in the Japanese market alone, the scale of beauty and personal care reached nearly $40 billion in 2022, and is expected to break through the $73.94 billion mark in ten years.
Image source: sphericalinsights.com
Although many giants such as Ya-Man and Panasonic have already emerged in Japan's home beauty device market, there are still great business opportunities, continuously attracting new brands to enter.
Among them, a high-end personal care brand from Shenzhen, China,Jovs, relying on its outstanding product performance and precise market positioning, sold over 100,000 units of its hair removal device in 2023 alone, and ranked first in the beauty and health category on Japan's Rakuten for two consecutive years. In several other developed countries, it also ranked among the top ten, with nearly one million global users.
Image source: Jovs
Brand Origin: Finding a Breakthrough from Technical Pain Points
It is reported that the Jovs brand was founded in Shenzhen in 2018. The brand's founder, Mr. Lin, keenly observed two significant pain points with traditional hair removal devices: single functionality and poor user experience.
At that time, most hair removal devices on the market could only perform basic hair removal. Once the task was completed, the device was left unused. In addition, the common burning sensation during hair removal and the bulky design of the devices deterred many potential consumers.
Image source: Google
To solve these problems, Jovs decisively chose a path of differentiated innovation. They upgraded traditional hair removal devices into multifunctional beauty devices, adding more value to the product. The brand team collaborated with researchers from Stanford University, and after in-depth research and repeated testing, successfully developed the "Ice Point Hair Removal + Photon Skin Rejuvenation" dual-mode technology. This innovative technology not only effectively reduces skin irritation during hair removal but can also be used independently for skin rejuvenation, providing users with a comprehensive beauty experience.
But Jovs did not stop there. They understood the unique needs of male users—thicker hair and more sensitive skin. Therefore, the brand developed a powerful mode specifically for male users and optimized energy distribution technology to ensure better hair removal results while reducing the burden on the skin.
Image source: Google
With these designs that precisely address user pain points, Jovs quickly made a mark in the market. In 2019, the first Venus series hair removal device was launched, and within just three months, sales exceeded 30 million yuan, receiving positive market feedback.
Channel Layout: Online Seeding, Offline Breakthrough
Jovs knows that making good products is not enough; multi-channel layout is needed to change the monopoly of other brands and the low consumer awareness. Therefore, they gradually expanded to social media platforms such as TikTok, Facebook, and YouTube, using online seeding to let more potential consumers know about the brand.
TikTok
Jovs' TikTok account features a rich variety of content, including unboxing reviews, skits, and product science explanations.
Image source: TikTok
The brand collaborates with influencers in vertical fields—science popularization and beauty—to shoot demonstration videos on correct usage and hair removal effect reviews, attracting a large number of fans and helping Jovs more accurately cover different fan groups in vertical fields, thus spreading product information to a wider range of potential consumers.
TikTok influencer @valeria_deldinova made an instructional video for Jovs, which drew much interest from users who commented under the video, asking "Where can I buy it?", "How long do I need to keep using it to prevent regrowth?", "How many consecutive courses do you recommend to eliminate hair growth?" Through the influencer's own impact, the brand attracted more potential users.
Image source: TikTok
Facebook:
Jovs' official Facebook account currently has 24,000 fans.
In terms of content operation, the account focuses on brand activities, new product launches, and product introductions, and also regularly releases interesting product-related videos to stimulate user interest.
Image source: Facebook
YouTube:
Although Jovs' official YouTube account has relatively few followers, currently only 771 subscribers, the brand mainly attracts viewers on this platform by collaborating with well-known influencers to release professional product review videos.
These influencers, with their industry influence and professionalism, can accurately reach target audiences, bringing high-quality traffic to the brand while accumulating a good reputation and a potential user base.
Image source: YouTube
In addition to online efforts, expanding offline channels is also an indispensable part of the brand's development.
Reportedly, to better reach potential users, Jovs has opened stores in many mid-to-high-end supermarkets and home appliance chains in Japan. The brand has successfully entered high-end supermarket areas such as Ginza, and more than 1,000 stores of Nojima and other nine major Japanese appliance chains, covering all regions of Japan and providing consumers with a convenient shopping experience.
To establish the image of a high-end personal care brand in the Japanese market, Jovs actively holds offline new product tasting events and collaborates with other high-end brands. For example, when its Black Gold Skin Rejuvenation Device was launched in Japan last year, Jovs held a grand new product launch event in Ginza, inviting presidents of well-known luxury brands, local celebrities, and media figures to participate. Through multi-party cooperation and resource integration, the new product was promoted and attracted much attention.
In addition, Jovs actively uses pop-up stores as an innovative offline marketing method, opening two pop-up stores in Tokyo's Shibuya district, where young people gather, directly displaying products to young consumers and attracting their attention and interest, achieving a breakthrough.
Image source: Internet
Dual Insurance: Independent Website and E-commerce
Jovs also adopts a dual-track strategy of independent website and e-commerce, entering Amazon while building its own overseas independent website.
By joining Amazon, the brand can leverage the platform's strong traffic base and mature e-commerce ecosystem to further expand product sales and increase market coverage.
Image source: Amazon
The independent website provides the brand with a self-controlled marketing base. When third-party e-commerce platforms may have purchase restrictions or other uncontrollable factors, users can seamlessly switch to the independent website to place orders, ensuring the buying experience is not affected.
Image source: Jovs
Conclusion
As "Made in China" gradually shifts from price advantage to technological empowerment, the story of Chinese brands going global is being redefined.
Whether targeting male users, solving product idle rates, seeding through social media platforms, or accumulating data via independent websites, every step of Jovs revolves around user value.
For other domestic brands looking to go global, they can also follow Jovs' example—find unmet pain points in the market and use technological innovation and multi-channel layout to turn them into barriers.
The rest is left to time to prove, after all, the doors of the global market are always open to brands that dare to think and act.
