Here’s a breakdown of the key details from the text, focusing on MINISO’s cosmetics and personal care performance:
Top Performing Categories: MINISO’s best-performing products in cosmetics and personal care are color cosmetics, fragrances, and personal care items.
Successful Products:
Lucky 7 perfume: A consistently popular fragrance across markets.
Flower Series Reed Diffuser: Popular in the home fragrance line, appealing to consumers seeking a premium but affordable lifestyle experience.
Waterproof & Long-Wear Makeup: Introduced in Southeast Asia (SEA) based on consumer behavior, and now leading their categories.
Scented Wipes, Bath Products, & IP-themed Travel Kits: Perform strongly in SEA and the Middle East.
Strategy: MINISO plans to continue using its supply chain and rapid product development to create “fun, functional, and IP-driven” products to build brand loyalty and differentiation.
Marketing: Pop-up activations (like the One piece pop-up in Singapore) are used to launch IP products and engage fans.
