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The Singapore-based brand is aware that the contemporary consumer is extremely demanding – even at the mass market level.

This reality is pushing the company to meet the need for “skin care solutions transcending conventional formulations in the mass market”, ​said Joanne Tan, head of marketing and e-commerce at Wipro Consumer Care Singapore.

Its latest launch, Bio-Gold 24K Black Gold Water was influenced by the evolution of the mass market skin care consumer.

“Bio-essence acknowledges the ever-changing landscape of the skin care market and strives to present a comprehensive array of products that effectively cater to a spectrum of skin concerns and preferences.

“The primary objective was to craft a sumptuous and luxurious product at a competitive price point that not only aligns with but surpasses the expectations of consumers in search of efficacious skin care solutions,” ​said Tan.

This strategic move aims to not only satisfy the brand’s existing loyal customer base but also attract new consumers that are search of high-quality, result-driven skin care products, said Tan.

All that is gold

The latest launch is part of the firm’s best-selling Bio-Gold Range. According to the company, it accounts for 35% of total brand sales and is still going strong with loyal users.

“This positive reception has served as a catalyst for the development of the Bio-Gold 24K Black Gold Water,” ​Tan said.

“The incorporation of gold in skin care has resonated well with consumers seeking luxurious yet effective solutions, and customer feedback and market performance have consistently indicated a high level of satisfaction amongst consumers.”

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