Wanting to expand its market reach, a Hong Kong cosmetics wholesaler specialising in importing eyelash extensions to Hong Kong, Japan Lash Concept Limited, turned to HKTDC’s Transformation Sandbox (T-box), which provides complimentary business support across diverse areas, including branding, e-commerce, ESG and manufacturing.
“We applied to register our own brand, FleuR, as a trademark in Hong Kong last year with the help of the T-box team. The team facilitated our connection to the trademark advisor from the Federation of Hong Kong Industries for an in-depth consultation. The process of registration went smoother than expected,” Annie Mok, Business Development Director of Japan Lash Concept, said.
To support their Japan expansion plans, the T-box team connected Japan Lash with HKTDC’s Tokyo office to offer the firm wide-ranging advisory in regard to business registration, account setup, license applications and more.
As a result, Japan Lash successfully established an office in Japan in June last year.
Japan Lash is targeting to register a trademark in Japan in 2025.
Upon T-box’s recommendations, the firm was directed to the HKTDC’s Design Gallery’s (DG) JD International e-commerce store to expand to the Mainland China market as well as DG Studio to tap ASEAN.
DG Studio helps Hong Kong companies expand their online and offline presence in ASEAN’s burgeoning consumer market through well-known e-commerce platforms and physical outlets. It helps connect SMEs with collaboration partners to increase their brand visibility in the region.
The firm’s cross-border e-commerce is still developing under the guidance of the HKTDC.
In 2018, the firm launched the Japanese Eyelash Academy HK, which runs daily classes. Since 2023, the Academy also runs online classes for overseas students. Classes cover lash application skills and the patented techniques and advanced skills developed in Japan. The Academy also conducts Japan eyelash association examinations.
B2B product sales of eyelash extenders have improved, thanks to the increasing number of students the Academy has drawn since Japan Lash’s founding.
The Academy’s overseas students, coming from as far afield as the United Kingdom, Australia and Canada as well as Mainland China, who enrol in its online classes go on to purchase the eyelash extenders, augmenting sales and adding to demand from Hong Kong.
To learn how to roll out their e-commerce business, Japan Lash in March last year joined GoGBA Development Day that highlighted the latest developments and opportunities in the vast and rapidly growing Guangdong-Hong Kong-Macao Greater Bay Area (GBA).
“GoGBA Development Day guided us in identifying crucial aspects to consider, when setting up our business in Mainland China,” Ms Mok said.
T-box also connected the firm to mainland business advisers to gain professional advice on import rules and regulations, logistics and custom clearance and explore potential opportunities abroad.
Ultimately, Japan Lash decided to continue operating from its base in Hong Kong and utilise the DG JD International platform to reach the GBA’s 86 million customers.
Similarly, the firm is servicing ASEAN customers through the e-commerce platform.
Japan Lash has benefitted from the Hong Kong SAR Government’s Export Marketing Fund twice for exhibitions – the HKTDC Beauty and Wellness Expo in August 2022 and Cosmoprof Asia in November last year.
“We also sought T-box support to connect us to the SME Reachout team for BUD funding enquiries,” Ms Mok said, referring to the Hong Kong SAR Government’s Dedicated Fund on Branding, Upgrading and Domestic Sales, which provides funding support to Hong Kong enterprises to expand in Mainland China and economies with which Hong Kong has signed free trade agreements.
Japan Lash plans to develop further cosmetic products, including aftercare and lash care cosmetics as well as eye make-up.
To develop cross-border trade and tap opportunities in the wider Asian market, the firm also aims to create a multi-language and -currency website to boost brand identity.
