Aiming for Top Three in Europe by 2024

Ulike’s robust growth has led to a turnover of EUR 1.3 billion in 2023. The company operates three brands: Ulike, which accounts for half of the sales; Gemo, a high-end anti-aging line using radiofrequency technology priced between EUR 1,200 and EUR 1,600; and Jmoon, offering more affordable hair removal and anti-aging devices targeting a younger audience. Since 2023, Ulike’s long-lasting hair removal device, priced between EUR 300 and EUR 400, has been available in Europe.

With 1,800 employees, four factories, and two R&D centers, Ulike boasts a team of 44 researchers and holds over 300 innovation patents. The company invests 30% of its annual profits into R&D.

“Our aim is to cover all of Europe, focusing on France, the UK, and Germany, to achieve third place in the market by the end of 2024, with a sales target of EUR 50 million. We’ve implemented a multi-channel distribution strategy, targeting department stores and beauty chain stores to strengthen our market position,” Xia explains.

Currently, Ulike’s Air 2 and Air 3 IPL hair removal devices are available on the brand’s official website and Amazon. The company plans to expand into major specialist stores like Darty, Fnac, and Boulanger in France, and platforms such as VeePee and Showroom Privé. A partnership with DFS Travel Retail, owned by LVMH, has already placed Ulike in Hong Kong’s Beauty Collection area, with Macao soon to follow and discussions for a pop-up at La Samaritaine underway.

Strategic Differentiation and Marketing Investment

“Our strategy involves differentiating our channels with distinct products and offerings,” Xia notes.

To bolster its credibility, Ulike plans to invest two million euros in a comprehensive communication campaign in France, including TV advertising, PR, and digital channels, with an additional ten million euros allocated for campaigns in Germany and the UK.

Exciting Expansion Plans for 2024

The brand is set to open a second boutique in Paris, ideally in the Saint-Germain-des-Prés district, tripling the size of the current Marais location. This new store aims to open by summer 2024, in time for the Olympics, or by autumn at the latest. The expanded space will accommodate larger groups, such as hen parties and birthdays, and support more business events, which currently make up 10% of sales. This move is expected to significantly enhance customer experience and brand presence in Paris.

Trends and Innovations in Lip Makeup

Bâton Rouge closely monitors lip makeup trends, noting a balanced demand for both liquid and solid lipsticks. Seasonal preferences show a shift towards gloss in spring and summer, while matte liquid lipsticks dominate in autumn and winter. Satin finishes maintain consistent popularity year-round. Fragrance is also a significant factor, with 80% of customers opting for scented lipsticks, particularly the strawberry-blackberry variant. Color trends reveal a strong preference for various shades of red and natural nudes.

Looking ahead, Bâton Rouge plans to introduce pearlescent and glitter pigments in September and launch ready-to-use lip pencils by the end of 2024. The brand is committed to high-quality, natural ingredients, with castor oil as a primary component and Ecocert-certified, allergen-free fragrances. Additionally, an engraving service for lipstick cases will soon enhance personalization options.

Future Developments and International Expansion

Bâton Rouge aims to set the benchmark for bespoke lipsticks across Europe. Plans are in motion to open the first international boutique in London by next year, focusing on the Covent Garden area. Milan is also a top priority for future expansion, likely hosting the fourth boutique.

In response to B2B demand, the brand is developing a 500-cavity molding machine to produce small batches of customized lipsticks for other brands, including those in the fashion, hygiene, and food sectors. Flexible packaging suppliers enable Bâton Rouge to offer customized packaging options, pushing the boundaries of co-creation.

Stay tuned as Bâton Rouge continues to innovate and expand, setting new standards in the world of custom lipsticks.