Yuhan-Kimberly, the Korean maker of tissues, diapers and feminine hygiene products, has advanced into the skincare market with Green Finger launched three years ago.
The skin care brand for infants and kids has grown in sales, and now tops the local market with a 32.6 share, according to data from Nielsen Company Korea.
The major reason behind the success of Green Finger is the consumer trust Yuhan-Kimberly has long built from its products and its high-profile environmental campaign, Keep Korea Green.
“Consumer trust towards Yuhan-Kimberly has played a great role in the success of Green Finger,” a spokesperson said. A joint venture of Korea’s Yuhan Corp. and Kimberly-Clark Corp., Yuhan-Kimberly has been a leading maker of diapers, Huggies and other hygiene products for children, women and families.
Also contributing to the skin care brand’s success is the Keep Korea Green campaign, which Yuhan-Kimberly started as a tree-planting campaign in 1984, and expanded into other environmental activities. Yuhan-Kimberly aims at planting and cultivating a total of 50 million trees by 2013, which translates into one tree per person.
Columbia Business School professor Bernt Schmitt, the author of Big Think Strategy, has also conducted a case study on the Keep Korea Green campaign.
“… a joining of there two areas (a corporate social responsibility campaign and the launch of new products) might provide the company with exactly the public image it needs: that of a company whose environmental commitment was revealed in the very products it products.
“The product, which contained mostly herbal ingredients, was based on four years of intensive research and development, much of which centered on the benefits of ingredients found in forests, data that Yuhan-Kimberly had gleaned from its ‘Keep Korea Green’ campaign. Yuhan-Kimberly found itself in the wonderful position of being able to trumpet the genuine roots of its new push toward environmentally-friendly products.”
Following the success of “Green Finger Baby,” Yuhan-Kimberly launched “Green Finger My Kids,” a skin care line dedicated to 4-10 year olds. Green Finger My Kids have risen in sales and now accounts for more than 40 percent of Yuhan-Kimberly’s Green Finger product line-ups.
The skin care market for children aged between 4 and 10 has a huge growth potential. Korea has 3.9 million children in this age bracket, which are three times more than infants in Korea. However, the skin care market for those aged between 4 and 10 is only one tenth of the one for infants.
Yuhan-Kimberly also seeks to launch skin care products for teens, hoping to replicate its success in the new market segment.
Yuhan-Kimberly, the Korean maker of tissues, diapers and feminine hygiene products, has advanced into the skincare market with Green Finger launched three years ago.
The skin care brand for infants and kids has grown in sales, and now tops the local market with a 32.6 share, according to data from Nielsen Company Korea.
The major reason behind the success of Green Finger is the consumer trust Yuhan-Kimberly has long built from its products and its high-profile environmental campaign, Keep Korea Green.
“Consumer trust towards Yuhan-Kimberly has played a great role in the success of Green Finger,” a spokesperson said. A joint venture of Korea’s Yuhan Corp. and Kimberly-Clark Corp., Yuhan-Kimberly has been a leading maker of diapers, Huggies and other hygiene products for children, women and families.
Also contributing to the skin care brand’s success is the Keep Korea Green campaign, which Yuhan-Kimberly started as a tree-planting campaign in 1984, and expanded into other environmental activities. Yuhan-Kimberly aims at planting and cultivating a total of 50 million trees by 2013, which translates into one tree per person.
Columbia Business School professor Bernt Schmitt, the author of Big Think Strategy, has also conducted a case study on the Keep Korea Green campaign.
“… a joining of there two areas (a corporate social responsibility campaign and the launch of new products) might provide the company with exactly the public image it needs: that of a company whose environmental commitment was revealed in the very products it products.
“The product, which contained mostly herbal ingredients, was based on four years of intensive research and development, much of which centered on the benefits of ingredients found in forests, data that Yuhan-Kimberly had gleaned from its ‘Keep Korea Green’ campaign. Yuhan-Kimberly found itself in the wonderful position of being able to trumpet the genuine roots of its new push toward environmentally-friendly products.”
Following the success of “Green Finger Baby,” Yuhan-Kimberly launched “Green Finger My Kids,” a skin care line dedicated to 4-10 year olds. Green Finger My Kids have risen in sales and now accounts for more than 40 percent of Yuhan-Kimberly’s Green Finger product line-ups.
The skin care market for children aged between 4 and 10 has a huge growth potential. Korea has 3.9 million children in this age bracket, which are three times more than infants in Korea. However, the skin care market for those aged between 4 and 10 is only one tenth of the one for infants.
Yuhan-Kimberly also seeks to launch skin care products for teens, hoping to replicate its success in the new market segment.
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