JVR Lands Multiple Partnership Deals at Shanghai CBE, Fueling Robust Omnichannel Expansion Momentum

May – The 29th China International Beauty Expo (CBE, hereafter referred to as "Beauty Expo") was grandly held at the Shanghai New International Expo Center. As a professional beauty and personal care exhibition of significant scale and influence in Asia, this year’s Beauty Expo continued to focus on technological innovation, consumer insights, and industry trends, serving as an important stage for multiple vertical categories including styling care, beauty, and personal care.

Brands, industry professionals, and consumers from around the world gathered together, filling the halls with bustling crowds and lively energy. Officially recognized as a bellwether in the styling field at the Beauty Expo, the booth of fashion styling brand JVR was listed as a check-in landmark. The styling experience area was exceptionally lively, with its product trials and styling demonstrations continuously attracting numerous professional buyers, industry professionals, and consumers to stop and watch, generating high on-site popularity.

As a leading brand in China's fashion styling sector, JVR has participated in the Beauty Expo for ten consecutive years. With stable product innovation capabilities and channel control, JVR has continually refreshed external understanding of "Chinese styling," gradually building brand influence centered on products, and becoming a veritable industry bellwether.

Popular Products Ignite the Scene, Insightful Trends Define the Future
During this Beauty Expo, JVR showcased multiple star products and major new releases. It also conducted on-site styling experiences during the exhibition, making it one of the most watched brands. Its launched "Styling 4.0 Solution" also sparked heated discussion.

On May 12, the first day of the Beauty Expo, at the JVR booth, a young girl was transformed by a stylist into a highly futuristic three-dimensional hairstyle. The stylist held the "national styling essential" Silver Can Hairspray Spray, which not only provided strong hold without stiffness but was also easy and convenient to use. Many on-site spectators stopped to watch and learn. Nearby, a stylist used the JVR One-Day Hair Chalk Stick to "comb" the hair of a young man. In an instant, his original black hair gradually shifted to red highlights, significantly enhancing his handsomeness.

Additionally, styling hits already popular through online channels, such as the fragrance-free series spray (balancing odorless comfort and styling efficacy) and the "Pro Version Volumizing Water," attracted large numbers of exhibitors to experience and discuss cooperation upon their appearance. The former uses a zero-chemical fragrance process, filling the market gap for scent-sensitive groups and precisely responding to consumer preference for the "de-fragrancing" trend. The latter is tailor-made for Gen Z demands and has become the styling choice of preference due to its professional formula and excellent performance. There was also JVR’s classic, well-reputed Men’s Cleansing Series, which, through precise insight into male skincare needs and technological innovation, has been a "highlight product" at the Beauty Expo for many consecutive years.

Especially the Pro Version Volumizing Water: multiple professional buyers showed strong interest in this product, engaging in product trials and further discussions. Several channel exhibitors acknowledged its technological innovation, believing it precisely matches the dual needs of urban populations for "quick volumizing + long-lasting oil control." Its upgraded ingredients may become a key factor for differentiation in the mid-to-high-end market. This market feedback fully demonstrates that the Volumizing Water series is advancing from basic functionality toward "technical precision + scenario specialization."

These products not only reflect JVR’s continuous innovation in formulation, design, and functionality but also directly respond to the higher-level demands of young consumer groups for styling products. According to the "2024 New Consumption Potential White Paper," consumer decision-making has become more diversified in recent years: on one hand, they are willing to pay for atmosphere; on the other, they remain rational, ensuring choices fit within budgets. Emotional value has also become a significant consumption motivation.

The JVR One-Day Hair Chalk Stick and Silver Can Hairspray Spray, immensely popular at this Beauty Expo, are prime examples. JVR closely follows this trend, demonstrating the brand’s acute insight at the product level, providing diverse personalized choices for young groups. It also reconfirms its leading position in guiding industry trends, moving toward becoming a "national styling brand" with high cost-effectiveness.

Fruitful Ecosystem Cooperation, Steady and Solid Multi-Channel Layout
JVR’s cooperative achievements during this Beauty Expo were also quite substantial. According to rough statistics, the on-site Beauty Expo confirmed 6 signed clients, 32 strong prospective clients, and over 130 clients still in deep communication, covering chain systems such as Beijing WuMart, Xinjiang Mozu, and Xinyulou. Simultaneously, frequent visits and negotiations from overseas clients in Southeast Asia, South America, and the Middle East accumulated momentum for the brand’s overseas expansion.

Multiple Southeast Asian purchasers expressed after experiencing the One-Day Hair Chalk Stick that such innovative products are breaking the boundaries of traditional styling products. Their dual attributes of "tool + fashion" may reshape regional market patterns. Domestic chain channel operators generally focused on the fragrance-free series, believing its technological differentiation advantage is evident and could become a new growth point for channel breakthroughs. Regarding the female consumer market, some channel feedback indicates that oil-removing dry shampoos focused on convenient volumizing have consistently topped regional sales charts for multiple quarters.

Notably, new products combining technical content with social sharing attributes are sparking in-depth discussion among channel partners. These frontline voices reflect the market’s dual expectations for technological innovation and scenario adaptation capabilities.

The attention from so many channels is attributed to JVR’s comprehensive online and offline layout. In 2024, the brand’s offline channel GMV has reached approximately 30% of its online channel GMV, highlighting JVR’s achievement of balanced online-offline development in the new retail environment. With continuous brand rejuvenation and channel network expansion, JVR has entered more supermarkets and new lifestyle integrated formats, reaching broader consumption scenarios.

It is worth mentioning that while Gen Z’s styling demands are surging, they exhibit consumption characteristics of "small amount, high frequency" and "diverse styles." This trend is driving the rapid rise of instant retail scenarios that enable "buy-and-use-immediately" and fast-paced satisfaction.

During this Beauty Expo, JVR attracted high attention from instant retail self-operated platforms like Meituan, JD.com, and Ele.me, as well as beauty and personal care vertical lightning warehouse systems. In the future, the brand will leverage CVS convenience systems, comprehensive channels, and new retail networks to build an omnichannel instant retail system centered on "fast delivery, high-frequency reach." This will provide consumers with a convenient experience of "need it, get it, style it instantly," accelerating the explosion of the Gen Z styling market and seizing industry opportunities. Additionally, JVR also gained attention and cooperation in deep distribution channels and gift channels, sufficiently demonstrating the brand’s penetration and market influence.

Ten Years of Participation with Unchanged Original Intent, Industry Benchmark Sedimenting Value
As the only styling brand participating in the Beauty Expo for ten consecutive years, JVR has become a highlight that channel partners and industry practitioners cannot overlook. Its annual participation is not merely about displaying products but also a demonstration of brand strength, making JVR’s exhibition area a "must-visit booth" for industry professionals.

Over the past decade, JVR has undergone four iterations and upgrades, achieving breakthroughs not only in technology and formulations but also in precise alignment with market demands and consumer experience. Through continuous innovation, JVR launched the "Styling 4.0" concept, not only meeting users' basic needs but also elevating styling functionality to personalized, comprehensive solutions, bringing consumers a true "fashion styling experience." The launch of this concept marks JVR’s leap from a single tool manufacturer to an industry leader providing comprehensive styling solutions for users.

Thanks to breakthroughs in core technology, enhanced market penetration, and high consumer recognition, JVR has successfully stood out, winning widespread praise from the industry and consumers, and was honored with the "Outstanding Beauty Brand" award at this Beauty Expo’s Meiyi Awards.

This recognition is a concentrated reflection of JVR’s three-dimensional value system of "technology + market + user." Innovation, brand power, product strength, growth momentum, and influence are the five dimensions of the Meiyi Award selection. JVR has not only consistently invested in styling technology and formula R&D but also established a clear and stable long-term growth model in sales performance, user reputation, and brand cultural expression.

This honor is not only an affirmation of JVR’s decade of dedication to the styling industry but also provides momentum and confidence for the brand’s future development. From technological innovation to market layout, and to the precise grasp of Gen Z consumption trends, JVR not only stays at the forefront of the industry but also deeply explores user needs through continuous product iteration and omnichannel layout, providing personalized, comprehensive styling solutions.

Standing at the ten-year milestone and looking back before setting out again, JVR is leveraging the sedimented strength of "ten years of cultivation" to fully advance product breakthroughs and brand upgrade. Facing the future, JVR will continue to uphold its "Fashion Stylist" brand positioning. Through continuous innovation and omnichannel synergy, it will break industry barriers, promote the industry’s healthy development, and ultimately achieve the strategic goal of becoming the "Leader of China’s Styling Industry.