Beiersdorf Launches New Face Care Brand CHA’UL in South Korea

Fast, faster, NX NIVEA Accelerator: In less than ten months, the innovation hub based in Seoul was able to bring a new face care range based on fermented tea to market readiness. The result of deep consumer studies, modern packaging design and digital marketing is the new Beiersdorf face care brand ‘CHA’UL’.

  • Product range has been developed exclusively for the Asian market
  • Face care products are based on fermented tea from South Korea
  • Beiersdorf’s innovation hub NX NIVEA Accelerator speeds up consumer relevant innovation

Hamburg, November 18, 2020 — It is Beiersdorf’s first brand to be developed exclusively for the Asian market: With ‘CHA’UL’, the skin care company is introducing a new type of facial care range in the premium segment. The product range based on fermented tea will initially be available in South Korea. If successful in that market, the plan is to expand CHA’UL regionally step by step.

The focus here will be on China, Asia’s largest country market. NX Accelerator, Beiersdorf’s innovation hub based in Seoul and operating in Asia, is leading the market launch of the fermented tea-based products.

“The Korean market is playing a pioneering role in Asia when it comes to developing innovative beauty products and digital technologies. With the face care brand ‘CHA’UL’, we are launching a product range that was exclusively developed for the consumer needs of the Asian market by our Korean team.”

—explains Stefan De Loecker, CEO of Beiersdorf AG.

The brand name itself is inspired by “Cha”, the Korean word for tea, because fermented tea is the defining ingredient in the three new CHA’UL products. It comes from the traditional Hadong growing region in the south of the country, known for its wild tea fields. In the hilly landscape the tea leaves undergo a natural fermentation process under the influence of air, wind and sunlight. Hadong has a long tea tradition, with over 1200 years of history, it was only accessible to the Korean royal family. Based on the unique tea culture in Asia, CHA’UL’s vision is to explore further types of fermented tea for the development of innovative skin care products.

The face care range includes the “Early Ritual Water Essence”, the “Early Ritual Ampoule,” and the “Early Ritual Cream.” All three products counteract wrinkle formation and support an even complexion. The formula is designed to awaken bodily senses with soft aroma, mild texture, and a distinct skin effect. The CHA’UL trio is accompanied by the brand claim: “Own Your Moment. Own Your Beauty.”

South Korea is one of the world’s most competitive markets in skin care. If you want to survive here, you have to continuously set your own impulses. “Our aim was to develop a skin care range fully targeting the skin care needs of Korean consumers. First consumer feedback is extremely positive, so we are very confident about this brand” says Endrik Hasemann, General Manager of Beiersdorf Korea and NX Co-Founder. At the same time, Beiersdorf has its own local platform and thus the best conditions for successfully marketing the new face care range.

The NX Accelerator team is managing the launch of ‘CHA’UL’ from the South Korean capital as an inhouse start-up. The new brand is also benefiting from synergy effects resulting from collaboration with other start-ups from the NX network — for example, with regard to relevant e-commerce channels. “We worked closely with our NX startups across all development stages, including consumer research, packaging design, digital marketing and the D2C business model. This approach enabled a very fast and agile innovation process”, said Jacek Brozda, Head of Ventures at Beiersdorf Korea and NX Co-Founder.

You can find more information on the brand on the following channels:

About NX |NIVEA Accelerator

The NIVEA Accelerator is the first global beauty accelerator in Korea. The acceleration program empowers innovative beauty start-ups in collaboration with Beiersdorf. NX has evaluated over 500 start-ups since 2019. On a yearly basis the top five start-ups are chosen to join the acceleration program. Exclusive benefits for the selected start-ups include a strategic partnership agreement with Beiersdorf, mentorship support, office space, and the possibility to pitch for venture investment. NX is aiming to become the leading beauty accelerator program in Asia by 2022.

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