As a high-end fragrance lifestyle brand, we look forward to the high-spirited growth of DearIrean.
On April 26, 2023, the Tmall Beauty Awards Summit was held in Shanghai. With the theme of “Fantastic New World – The New Era of Beauty Power”, the event used a diverse aesthetic perspective to gain insights into the current cutting-edge trends, stimulate the innovative power of the industry, and explore new trends, opportunities, and development models and upgrade strategies for brands in the new era with major brands.
The Tmall Beauty Awards are based on the comprehensive ranking of real transactions, including billions of searches, online interactions, praise rates, trial reports, purchase quantities, and service standards, made by hundreds of millions of consumers and thousands of beauty brands on the Tmall platform in the previous year. They can provide the most valuable beauty guide for consumers of different ages, genders, and skin care preferences. The selection criteria for this award are very strict, and the winning brands are carefully selected from tens of thousands of brand products. In the industry, everyone refers to the “Tmall Beauty Awards” as the “Oscar of the Beauty Industry”. As the most grand summit in the industry, it can be said that the brands that win the Tmall Beauty Awards rely on hard power!
At this year’s summit, from brand awards such as “Top Brand of the Year” to “Rising Star Brand of the Year”, to industry category single product awards such as Annual Super Product and Annual Super New Product, as well as annual essence and annual lip makeup awards, it included innovative international brands and rapidly advancing domestic brands. Surprisingly, the number of winning seats for emerging brands this year is also increasing. Particularly noteworthy is that the emerging fragrance lifestyle brand – DearIrean – won two awards, namely the Rising Star Brand of the Year Award and the Annual Automotive Fragrance Award.
As a new domestic brand, in just 3 years, DearIrean has completed a leapfrog development with a GMV from 0 to 800 million yuan, repeatedly topping the transaction lists of various e-commerce platforms. DearIrean was the first brand to pioneer the concept of “Body Tone-Up Cream” in the industry and became the first brand to develop a fragrance body tone-up cream in the market. In the first year of its launch, it accumulated sales of 2 million units and also won the “Summer Popular Body Tone-Up Cream” award from “Harper’s BAZAAR” in the same year. In cooperation with Li Jiaqi’s live streaming room, the sales of fragrance hand creams reached more than 300,000 units in a single live stream.
With its differentiated category route and brand attitude, DearIrean is also favored by many large-scale commercial activities and has become the designated souvenir brand for high-end events such as Harper’s BAZAAR, Shenzhen Fashion Week, and haute couture wedding dress brand ISA. At the same time, as a local brand in Shenzhen, China, DearIrean has also been selected as a representative city gift brand by the Shenzhen Retail Business Association (Shenzhen Souvenir).
In the fiercely competitive domestic fragrance track at this stage, DearIrean stands out. Different from the ideas of many fragrance brands on the market, DearIrean did not choose to directly develop products from the perfume and fragrance categories, but focused on fragrance personal care, using fragrance to run through the day of a delicate girl from morning to night, and thus opened four product lines: oral fragrance, hair care fragrance, body fragrance, and life fragrance.
Based on the user’s needs, it extends enough detailed and diverse fragrances, as well as a one-stop full set of products that almost covers the daily needs of consumers. If the sales data supports DearIrean’s R & D idea, then the R & D value of the product is the key frame supporting its product idea. In terms of product R & D and technology, DearIrean is also willing to invest heavily. It not only has its own research institute focused on R & D, but also chooses world-class leading spice technology partners, such as Givaudan, Firmenich, and Cosmax, which have long served international first-tier brands (Chanel, Dior, Hermès, etc.) for creative fragrance cooperation.
It is worth mentioning that DearIrean also uses the VivaScentz innovative wellness fragrance technology developed by Givaudan in the field of Neuroscience. Using this technology, it can that can improve emotions and behaviors. Through the olfactory nerve, it activates the neural network, stimulates the emotional, memory, and reward systems, and stimulates the brain regions that can cause self-satisfaction and pleasure, resulting in a positive, happy psychological, physiological, and social state. In simple terms, it can make you feel more relaxed and through scientific fragrance blending rules when using daily necessities carrying this fragrance.
Because DearIrean has its own adhered to the attitude of product development, this new domestic brand is repeatedly loved by many consumers. And DearIrean’s vision is not limited to the present. It is understood that in the future, DearIrean will continue to follow the principle of “putting the consumer’s feelings first” to iterate products and also improve brand building and upgrading, such as opening high-end SPA care, perfume and fragrance categories, creating overseas and domestic offline channels, and building a life aesthetics space.
The road for a brand is always long, broad, and full of ups and downs. As a high-end fragrance lifestyle brand, we look forward to the high-spirited growth of DearIrean, leading domestic products to the global market and spreading the beautiful fragrance lifestyle to the world.
