From left in the photo: AnyMind Japan Global E-commerce Division – Ai Yamamoto FORENCOS CO., LTD. Director – Kwangmyung Son FORENCOS CO., LTD. CEO – Chunhee Jung AnyMind Japan K.K. Brand Commerce Marketing Division – Arisa Suzaki
FORENCOS CO., LTD. is a Korean beauty cosmetics brand established in 1988 that operates under the name “FORENCOS.” To further expand its distribution channels and brand recognition in Japan, FORENCOS entered into an exclusive online sales agreement with AnyMind Group (hereafter, AnyMind) in May 2024. AnyMind provides comprehensive support, including import handling, EC sales, marketing, customer delivery, and customer support.
This time, we spoke with FORENCOS CEO Chunhee Jung and Director Kwangmyung Son about their strategies for increasing brand awareness in the Japanese market and their collaboration with AnyMind.
【Main Support in Japan】
Sales Channel Management
Integrating and analyzing data from various EC malls and the official website using the EC management platform “AnyX.” Utilizing data to optimize sales, inventory management, and promotional strategies.
Logistics
Supporting everything from import handling to domestic distribution in Japan using the global logistics platform “AnyLogi” and local networks.
Marketing
Using the influencer marketing platform “AnyTag,” which has accumulated data on over 870,000 influencers (as of December 2024), along with integrated analysis from AnyX to plan and execute data-driven marketing strategies.
Customer Support
Utilizing the conversational commerce platform “AnyChat,” which integrates with various EC malls and messenger apps for customer interactions.
Japan is a Market with Extremely Discerning Consumers Regarding Cosmetic Quality and Functionality
First, what led you to decide on expanding into Japan, and how do you view the Japanese market? Jung: The reason we decided to enter the Japanese market is the growing interest in K-Beauty (Korean cosmetics). Japan has many beauty-conscious consumers, and the domestic cosmetics industry is well-established with numerous long-standing brands. This makes Japan a highly mature beauty market where consumers have particularly high standards for product quality and functionality.
In this competitive environment, if we can provide products that earn the trust of Japanese consumers, we believe we can further elevate our brand value and introduce the appeal of K-Beauty to the Japanese market. Therefore, entering Japan is extremely important for us, and we are actively working towards our goals.
What were some of the challenges you faced while expanding into Japan? Jung: of the biggest challenges was implementing effective marketing strategies to enhance brand awareness while addressing Japanese consumer needs. Simply offering products is not enough; conveying the brand’s appeal and gaining consumer empathy are crucial for successful overseas expansion.
For this reason, we needed a trusted partner who could treat the FORENCOS brand as their own while also possessing in-depth knowledge of the Japanese market, marketing skills, and expertise. This led us to partner with AnyMind.
What goals did you set when working with AnyMind? Son: Our main objectives in Japan are “expanding brand awareness” and “delivering FORENCOS products to more consumers.” Specifically, we aim to become the No.1 K-Beauty brand in the Japanese market.
Achieved 2.3x EC Sales Growth with Effective Influencer Marketing Strategies Tailored to the Japanese Market!
Can you tell us more about the support AnyMind provided? Son: AnyMind has been fully supporting our sales operations in Japan. Their assistance covers a broad range, from import handling to EC mall sales, marketing strategy planning and execution, customer delivery, and customer support.
AnyMind not only has its own platforms but also possesses extensive knowledge of Japanese market trends and consumer behavior. For example, they have proposed and supported strategic approaches leveraging digital marketing and influencer marketing, particularly for our lip tint products.
As a result, we successfully deepened engagement with Japanese consumers, surpassing the sales achieved during Qoo10’s “Mega Sale”*1
before AnyMind’s support and achieving 2.3x EC sales growth compared to that period.*2
*1: The largest discount event held four times a year on the EC platform “Qoo10.”
*2: Comparison with the sales recorded during the Qoo10 Mega Sale month before AnyMind’s support, based on FORENCOS’ research.
What do you think were the key factors in achieving a 230% sales increase? Son: We believe the synergy between FORENCOS’ product strength and AnyMind’s marketing strategy was the key driver. In particular, our lip tint sales performed exceptionally well, and our “Soak Tattoo Tint,” launched in Japan in August 2024 with 16 color variations, gained widespread recognition in the market.
AnyMind suggested strengthening collaborations with Japanese influencers, specifically targeting women in their 20s and 30s—our primary audience. This was a well-founded strategy based on data-driven insights from AnyTag.
We executed engaging visual and storytelling content on Instagram and TikTok, resonating with our target audience. Influencer posts showcasing real experiences and effects of the product generated significant reactions and deepened engagement with their followers, which boosted product interest and brand awareness.
Additionally, by introducing seasonal color variations, we maintained ongoing consumer interest and further promoted sales.
■ “Soak Tattoo Tint”
A highly pigmented lip tint with long-lasting color, maintaining a freshly applied look for hours.*3
The watery texture provides a natural shine and keeps lips comfortable. With a vibrant color spectrum, it offers perfect shades for any occasion.
*3: Based on FORENCOS’ research. Assumed wear for 100 hours. Results may vary per individual.
How has social media advertising been managed? Son: By analyzing past data, we improved targeting accuracy for SNS ads, maximizing ad click-through and conversion rates. This strategic approach not only boosted sales of our lip tint but also rapidly increased overall brand recognition in the Japanese market.
What are your future plans for Japan and global expansion? Jung: We want to build on our success and further strengthen our presence in Japan. Specifically, we plan to accelerate promotions centered around our flagship lip tint products.
Since cosmetics and social media are highly compatible, we will continue leveraging influencer marketing to showcase FORENCOS’ appeal to a wider audience. We are also developing seasonal limited editions and special colors tailored to the Japanese market to establish FORENCOS as a brand embraced by even more consumers!
Starting in November 2024, AnyMind has also begun supporting our sales expansion into Vietnam. Together with AnyMind, we aim to accelerate our global expansion, particularly in emerging markets like Southeast Asia and India, where K-Beauty is rapidly gaining popularity.
■ About “FORENCOS”
Founded in 1988, FORENCOS is a 36-year-old Korean beauty cosmetics brand. It started selling in department stores such as Lotte Department Store and Shinsegae Department Store in Korea. Since 2018, its lip tint products have gained immense popularity, earning the title “Tint Authority” and “National Tint,” making it a beloved cosmetic brand among the MZ Generation in Korea.
Qoo10 Japan Official: https://www.qoo10.jp/shop/forencos_official
Amazon Japan Official: https://bit.ly/41hxXRv
Rakuten Japan Official: https://www.rakuten.co.jp/forencos/
Official Website: https://forencos.co.jp
X (Twitter): https://twitter.com/forencos_japan
Instagram:https://www.instagram.com/forencos_japan
