March 1 marked the launch of Smoore’s latest innovation, the MOYAL “Mist Essence Device,” targeting the beauty market. With its release strategically timed around International Women’s Day, this move signifies Smoore’s entry into a new vertical. The device is priced at 8,400 RMB for a starter kit, which includes the main unit, eight essence cartridges, and additional gifts. This price point sets it higher than established brands like YaMeng, posing questions about its market performance prospects.
Strategic Shift to Consumer Branding
Historically, Smoore has operated primarily in B2B sectors, supplying components and manufacturing services with its FEELM and METEX brands focused on electronic vaporization. However, the launch of the MOYAL brand under Shenzhen Smoore Technology signifies a pivot towards directly engaging the consumer market. This C-end brand is wholly owned by Smoore AeroTech Hong Kong Limited, indicating a significant strategic move.
Not Smoore’s First Foray into Beauty Devices
Although MOYAL is the first beauty device Smoore has launched under its brand, it’s not the first to utilize Smoore’s technology in this market. Previously, a brand called “Mist Hope” incorporated Smoore’s ultrasonic atomization technology in its devices. These products, including a “20-second atomizing beauty device” and an eye moisturizer, came to market with Smoore’s patent licensing.
Integration of Device and Consumables
Unlike traditional RF beauty devices that primarily profit from the device itself, MOYAL’s strategy includes consumables — specifically, the essences used in the vaporizing process. This approach not only ensures recurring revenue but also enhances customer engagement with the brand. Currently, two types of essences are available, focusing on hydration and skin tightening.
Unique Product Design
MOYAL stands out with its unique design, offering both “pod-style” cartridges for the essences and an “open-system” cartridge that allows users to use their preferred brands of essence. This flexibility caters to a wide range of consumer preferences and positions MOYAL as a versatile player in the beauty device market.
Promotion and Market Reaction
Despite some criticism regarding its quiet marketing approach, MOYAL has been actively engaging with potential customers on platforms like Xiaohongshu (Little Red Book), where it began seeding content on February 27. However, the brand still seems to be struggling with gaining significant traction on social media, suggesting a need for enhanced marketing efforts.
Conclusion
Smoore’s venture into the beauty industry with the MOYAL facial device marks a significant expansion of its brand portfolio into consumer-facing products. While the high price point and new market dynamics present challenges, the innovative integration of technology and consumables, along with strategic social media engagement, could pave the way for success in this new endeavor. As MOYAL continues to navigate the beauty industry, it will be interesting to see how Smoore’s experience in vapor technology can crossover and potentially revolutionize skincare routines.
