Meiyume Perfume Turnkey Solutions for Douyin (TikTok)

Vision

Douyin (抖音), the Chinese version of TikTok, is expanding its music-related products and merchandise to the perfume market. The company planned to launch its own line of perfumes for a contemporary clientele wishing to express their feelings and personality through perfumes. Douyin sought to draw inspiration from music and create a full aromatic experience that touches all the senses.

The background

Douyin has had a massive impact on the music industry, thanks to viral videos on the app that use catchy tunes shared among its 1 billion monthly active users worldwide. Douyin is developing more product lines adjacent to this area, starting with fragrances. The name of the new line, EMOTIF, is inspired by the French word “émotif”. The fragrance line will focus on expressionism through the senses.

The solution

With local facilities in place capable of supporting Douyin’s development needs, Meiyume enabled the turnkey launch of Douyin’s new fragrance line – EMOTIF.

The first launch of EMOTIF includes three products offered in 2ml and 9ml bottles: Electronic Lover, Astronaut in the Ocean and Pompidou Only Drinks Champagne. All three fragrances were composed by European industry experts, and Meiyume developed, mixed and filled the final formulation for production. The resulting essence concentration of the 9ml perfume is about 15%, and the perfume can keep its fragrance for six to eight hours.

The light shades of each fragrance can also be mixed and are designed to reflect different aromatic notes reminiscent of summer, such as woody, fresh or oceanic.

The perfume is packaged in a stand-up bottle with a spray mechanism to dispense the product.

As a metal specialist, Meiyume puts its expertise at the service of the perfume stopper, by manufacturing it in zinc alloy. It should be noted that the design of the cap is inspired by musical elements that transcend the entire EMOTIF concept and is designed to resemble the volume control knob found on a speaker. To further improve the user experience, the team also added a chain to the ceiling for portability.

Client

Meiyume is very professional and provided outstanding turnkey solutions for this project. From product development and engineering, to filling and production, to handling any emergency situations, Meiyume was there to support us with their professional guidance every step of the way. We are delighted to have collaborated with Meiyume and we are delighted that the final products have also received excellent feedback from our customers,commented the EMOTIF team.

The future

According to CBNdata, the Chinese fragrance industry is expected to grow at a CAGR of 21% from 2021 to 2026, with market sales reaching $5.8 billion by 2026. The Chinese perfume market was dominated by international brands until recently, when local players started to attract more attention from consumers and investors. Some of the high quality national brands that have emerged in recent years include Scent Library, ToSummer, Scentooze and now EMOTIF.

There is also a relatively high willingness to pay in this category. A report by iResearch revealed that although there are currently less than 20 million Chinese perfume consumers, the average unit price of each purchase is around 500-800 RMB (75-120 USD), demonstrating the great market potential.

From the initial ideation stage to final production and product launch, Meiyume works with fragrance, color cosmetics and skincare brands to create innovative turnkey solutions that reflect the unique goals of brand in a highly competitive market.

Meiyume has an extensive portfolio which includes many iconic products for famous brands, especially in the development and creation of complex packaging and trending formulations.

With manufacturing facilities and innovation and development labs located in China, the United States, Thailand, Indonesia and the United Kingdom, as well as a global network of suppliers and partners, Meiyume offers flexibility and versatility to brands around the world to turn their product vision into reality.

Donovan B. Sanford