Brand Marketing
Yakult, a bestseller for 85 years, is now selling 'lactic acid bacteria' cosmetics?
In recent years, the concept of 'probiotics' has become increasingly popular, with various advertising slogans such as 'nourish the stomach' and 'promote digestion' emerging, making these products synonymous with health. Probiotic drinks have thus come into being, and most now contain lactic acid bacteria, hence the name 'lactic acid bacteria drinks'. When it comes to lactic acid bacteria drinks, one cannot avoid mentioning Yakult, which boasts '10 billion live lactic acid bacteria', achieving the feat of 'one product, 85 years, annual sales of 27 billion', and earning the nickname 'one red bottle conquers the world'. In 2019, it captured over 60% of China's probiotic drink market, with daily sales of 7.6 million bottles in China. Recently, Yakult has further expanded its strategy in China by entering the cosmetics industry.
Kitty