Kinohimitsu

Kinohimitsu Brand Logo
Kinohimitsu's Beauty Bar Counter at OG Albert Complex, Singapore
Kinohimitsu’s Beauty Bar is their brand’s iconic element which can be seen in their beauty counters.

Kinohimitsu (木の秘密, Kinohimitsu) is a functional beauty and health brand owned by Kino Biotech, a leading integrated bio-nutraceutical and cosmeceutical public listed company in the Taiwan`s GreTai Securities Market (GTSM)[1] with its head office in Singapore. According to Euromonitor International, Kinohimitsu was the top selling beauty drink and collagen drink in Malaysia and Singapore between 2008 and 2010. The brand name, (木の秘密) means the secret of Nature. The brand name stays true to the company’s practices in using natural ingredients in its products.[2][3]

Yoka.com awarded Kinohimitsu Collagen its "YOKA 2010 Most Popular Beauty Drink Award".[4][5] Kinohimitsu was the winner of the "Best Digestive Health Drinks Award" in 2012 for its D'Tox Plum Juice.[6]

Business

Kinohimitsu has a distribution network of more than 5,000 points of sales in Asia, namely China, Singapore, Malaysia, Vietnam, Thailand, Cambodia and Indonesia, catering to more than 1.5 billion consumers. Kinohimitsu’s products are sold in pharmacies, supermarkets and convenience stores.[7]

In 2014, Kinohimitsu opened its first beauty counter in Singapore at OG Orchard Point.[8]

Kinohimitsu’s Beauty Bar is their brand’s iconic element which can be seen in their beauty counters.

History

Kinohimitsu was established in 1998 and its Healthpad was the first product to be launched by Kino Biotech, which then was certified by US FDA as a medical device.[9] Following the success of Healthpad,[10] Hot Health Pad with Far Infra-Red was launched.[11]

In 2001, Kinohimitsu launched Beauty Drink 2500 mg, which was the first collagen drink in Southeast Asia.[12]

Kinohimitsu Collagen Diamond 5300 mg is most widely known, and it remains the company's best-selling product with over 1 million bottles sold worldwide.

Famous celebrities such as China’s Vicki Zhao, Hong Kong’s Tavia Yeung and Singapore’s Phua Chu Kang and Carrie Wong have also endorsed for Kinohimitsu.[13]

Collagen Day

Kinohimitsu became the first to host Collagen Day, held on 28 April annually. It is a movement organised by Kinohimitsu Singapore to raise awareness about the importance of collagen and to empower women to feel happier, healthier and more confident in their own body. It serves to help women look past society’s beauty standards and embrace each of their own uniqueness and find beauty in their own flaws. Free collagen drinks are distributed at all Kinohimitsu beauty counters islandwide on this day annually.

Kinohimitsu celebrates Collagen Day on 28 April 2016.

The first Collagen Day was held on 28 April 2016. Singapore’s local actress and Kinohimitsu’s ambassador, Carrie Wong graced the beauty event with over 100 guests.

Awards

Kinohimitsu and its products have won numerous awards, including accolades conferred by the media, business associations and partner retailers.

From Euromonitor Research House, during 2008 to 2010, Kinohimitsu was named the No. 1 Brand, occupying 60% of the market share in the Beauty Functional Drink category.[14]

In 2015, the company was the winner of the Most Improved Local Brand at the 11th Singapore Media Awards 2015, emerging tops amongst brands like Mount Elizabeth Hospital and M1. It was also one of the finalist for the Strongest Brand category.[15]

CEO of Kinohimitsu, Asean Outstanding Business Award 2014

Kinohimitsu was also named the Best Growth Brand of the Year and the No. 1 Inner Beauty Brand at Watsons’s HWB Awards 2015. It also secured the top spot for the Best Brand Award at the Unity People Choice Awards 2015.

Kinohimitsu is also the first and only Singapore company to win “Monde Selection Gold Award 2016” for its heart health supplement – Kinohimitsu Be Choless.[16][17]

The company has also received the Service Class certification for delivering seamless and enhanced service to its customers. Kinohimitsu was quick to adopt omni-channel retail platforms, and leverage technology to improve its understanding of customers’ needs. By being nimble and embracing new technologies, Kino Biotech has been able to customise products based on customers’ lifestyles and preferences.[18]

Year Product Type Award
2012 Collagen Diamond 5300 · Watsons Health Wellness and Beauty (HWB) Awards 2012

Best Selling Oral Beauty Drink (Singapore)[19]

· HWB The Readers’ Choice Best Beauty Drink (Malaysia)

D’Tox Juice · Beverage Innovation Functional Drinks Awards – Winner of

Best Targeted Health Drink (International) [20]

· HWB Reader’s Choice Best Beauty Drink (Malaysia)

· Watsons’ Best Co-op Marketing (Health) Award[21]

· Guardian Best Customer’s Choice Award

Collagen Men · Guardian Best Men’s Supplement Award (Malaysia)
KilosCut · Guardian Best Slimming Aid Award (Malaysia)
2013 Beauty Drink · Watsons HWB Awards 2013 – Best-selling Oral Beauty Oral

Drink (Singapore)[22]

· Guardian Best Beauty Drink Award (Malaysia)

KilosCut · Guardian Best Slimming Aid Award (Malaysia)

· The Cite Cosme Beauty Award – The Special Beauty

Supplement Award (Malaysia)

· Watsons Best Concourse Award[23]

Collagen Diamond 5300 The Cite Cosme Beauty Award – The Special Beauty

Supplement Award (Malaysia)

J’pan Stemcell Drink · Beverage Innovation Awards 2013 @ Drinktec– Finalist of Best

Beverage Ingredient

· The Cite Cosme Beauty Award – The Special Beauty

Supplement Award (Malaysia)

2014 Collagen Diamond 5300
  • BHG Best Selling Supplement 2014 (Singapore)
  • John Little Top 10 Star Supplement 2014 (Singapore)
  • Guardian Health & Beauty Awards 2014 (Singapore)
  • HWB 2014 (Singapore)
  • Aesthetics & Beauty Awards 2014 (Singapore)
UV-Bright Her World Beauty Awards 2014 (Singapore)
Collagen Men World Beverage Innovation Awards 2014 @ BrauBeviale –

Best New Beverage Concept (Singapore)[24]

BB Drink World Beverage Innovation Awards 2014 – Best Beverage

Ingredient (Singapore)

Overall · Industry Class Sector Health & Beauty Retailing Award 2014 (by ASEAN Retail Chains & Franchise Federation)
2015 Collagen Diamond 5300 · Watsons HWB Awards 2015 – Best Selling Collagen[25]

· Guardian Health & Beauty Awards 2015 – Beauty Enhancer

Collagen Drink

EyeBright · World Beverage Innovation Awards 2015 @ BrauBeviale – Finalist for Best Children’s Drink[26]

· Watsons HWB Awards 2015 – Best Selling New Vitamin

Supplement[27]

· Guardian Health & Beauty Awards 2015 - Most Innovative

Product

· Unity Popular Choice Award 2015 – Best New Product (Eye

Care Supplement)

Victory Drink · World Beverage Innovation Awards 2015 @ BrauBeviale - Finalist for Best Sports or Fitness Drink[28]
Overall · Watsons HWB Awards 2015 – Best Growth Brand of the Year

(Health & Wellness)[29]

· Watsons HWB Awards 2015 – No. 1 Inner Beauty Brand[30]

· Unity Popular Choice Awards 2015 – Best Brand Award

· Singapore Media Award 2015 – Winner for Most Improved

Local Brand

· Singapore Media Award 2015 – Finalist for Strongest Brand

2016 Collagen Diamond 5300 · Watsons HWB Awards 2016 – No 1 Inner Beauty Collagen

Drink[31]

· Guardian Health & Beauty Awards 2016 – Best Seller-Beauty

Enhancer Drink

· Unity Popular Choice Awards 2016- Best Brand Collagen

Drink

BG Diamond · Aesthetics & Beauty Awards 2016 (Singapore)- Best

Supplement (Reader’s Pick)

Eyebright · Watsons HWB Awards 2016 – Best Innovative Eye

Supplement (Granules)

· Guardian Health & Beauty Awards 2016 – Preferred choice- Eye Care Supplement

·

Jointpro · Watsons HWB Awards 2016- Best Selling Joint Supplement
Superfood+ · Unity Popular Choice Awards 2016- Best New Product

Superfood

Wellness Smooth’D · Watsons HWB Awards 2016- Most Innovative & Best Selling

Detox Drink/Powder

· Unity Popular Choice Awards 2016- Best New Product

(Weight Management)

Be Choless Monde Selection 2016- Gold Award[32]
Maca Men Aesthetics & Beauty Awards 2016 (Singapore)- Best Men

Supplement (Editor’s Pick)

Sky Grass World Beverage Innovation Awards - Finalist – Best Beverage Ingredient -
Overall · Singapore Service Class (S-Class) Award

· Watsons HWB Awards 2016 – Best Brand Growth Of The Year

(Health & Wellness)

· Watsons HWB Awards 2016 – Best Of The Best Inner Beauty

2017 Superfood+ LiveWell Awards 2016/2017- Family Wellness Winner
Superfood+ Kids · Best Of The Best (Baby & Kids)- Best Supplement For Child’s

Growth

· LiveWell Awards 2016/2017- Family Wellness Winner

Be Sharp Kids Best Of The Best (Baby & Kids)- Best Kids Supplement For Brain

Development

Eyebright LiveWell Awards 2016/2017- Eye Health Winner[33]

References

  1. ↑ "Home > Listed Companies Info. > General Stock Board Listed Companies". www.tpex.org.tw. Retrieved 2017-02-15.
  2. ↑ "Our Beliefs". www.kinohimitsu.com. Retrieved 2017-02-15.
  3. ↑ "About The Brand". www.kinohimitsu.com. Retrieved 2017-02-15.
  4. ↑ "2010年YOKA最受白领欢迎美妆大奖获奖名单_新品_YOKA化妆品_YOKA时尚网". Hzp.yoka.com. 2010-12-10. Retrieved 2015-07-29.
  5. ↑ "快讯：木の秘密获得美容饮品类奖项_快讯_时尚圈_YOKA时尚网". Yoka.com. 2011-01-21. Retrieved 2015-07-29.
  6. ↑ "BIFDA 2012 finalists and winners". FoodBev. Retrieved 2015-07-29.
  7. ↑ "Kino Biotech Pte Ltd". www.kinobiotech.com. Retrieved 2017-02-15.
  8. ↑ "OG". og.com.sg. Retrieved 2017-02-15.
  9. ↑ "Certifications". www.kinohimitsu.com. Retrieved 2017-02-15.
  10. ↑ "Testimony". www.kinohimitsu.com. Retrieved 2017-02-15.
  11. ↑ "HOT Health Pad". www.kinohimitsu.com. Retrieved 2017-02-15.
  12. ↑ "Beauty Drink". www.kinohimitsu.com. Retrieved 2017-02-15.
  13. ↑ "Product Endorsement". www.kinobiotech.com. Retrieved 2017-02-15.
  14. ↑ "Market Research Singapore". www.euromonitor.com. Retrieved 2017-02-15.
  15. ↑ "Singapore Media Awards 2015 | Results". sma.com.sg. Retrieved 2017-02-15.
  16. ↑ "PressReader.com - Connecting People Through News". www.pressreader.com. Retrieved 2017-02-15.
  17. ↑ "Monde Selection : Results". www.monde-selection.com. Retrieved 2017-02-15.
  18. ↑ "Speech by Mr S Iswaran at the 22nd Business Excellence Awards Ceremony and Gala Dinner | SPRING Singapore". www.spring.gov.sg. Retrieved 2017-02-15.
  19. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  20. ↑ "BIFDA 2012 finalists and winners". FoodBev Media. Retrieved 2017-02-15.
  21. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  22. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  23. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  24. ↑ "World Beverage Innovation Awards @ BrauBeviale 2015 | FoodBev Media". www.foodbev.com. Retrieved 2017-02-15.
  25. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  26. ↑ "World Beverage Innovation Awards @ BrauBeviale 2015 | FoodBev Media". www.foodbev.com. Retrieved 2017-02-15.
  27. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  28. ↑ "World Beverage Innovation Awards @ BrauBeviale 2015 | FoodBev Media". www.foodbev.com. Retrieved 2017-02-15.
  29. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  30. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  31. ↑ "Homepage | Watsons Singapore". www.watsons.com.sg. Retrieved 2017-02-15.
  32. ↑ "Monde Selection : Results". www.monde-selection.com. Retrieved 2017-02-15.
  33. ↑ "Home | LiveWell". www.livewell.com.sg. Retrieved 2017-02-15.
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