When Japanese skincare brand Fancl returned to Singapore four months ago in April after pulling out in 2014, beauty junkies rejoiced. Many welcome the comeback of the largest Japanese beauty brand to offer 100 per cent preservative-free skincare and supplements.

For those who don’t know the backstory, Fancl was founded in Japan in 1982 by Kenji Ikemori, whose wife suffered from serious skin problems caused by additives in cosmetics. Ikemori then introduced the concept of “Mutenka skincare” in which preservative-free products are bottled in tiny vials to ensure freshness.

Fancl had previously been in Singapore for 13 years before its departure in 2014. “Back then, Fancl was already hugely successful in Hong Kong and China,” said Chris Chan, managing director of Fantastic Natural Cosmetics, the brand’s regional headquarters outside of Japan.

“When we compared Singapore’s performance to theirs, the results were, admittedly, lacklustre. We figured it had to do with our brand communications; our customers did not understand the brand at all. Therefore, we made the decision to pull out of Singapore to give ourselves a chance to start anew.”

IT'S A LIFESTYLE, NOT A GIMMICK

At the centre of Fancl’s brand philosophy is its commitment to keeping its products preservative- and additive-free. Chan explains that conveying the importance of using such skincare will be key to the brand’s success in Singapore.

“The team that last managed the Singapore business was too focused on selling the products and not enough was done to educate the customer about why it’s important to use preservative-free skincare,” he said. “From a long-term perspective, it was unsustainable because people have to want to embrace it as part of their lives for good. Just as you don’t want preservatives in your food, you shouldn’t accept preservatives in your beauty products.”

A structural engineer by training, Chan eschews fancy marketing gimmicks in favour of a good content strategy. “When we structural engineers work on a building, we want it to last a hundred years, not 10! And if you want your building to last for a long time, you give it a strong foundation.”

He admits that while it may be time-consuming, content is what will convert new customers into loyal fans. Which is why when asked about the goals he has set for the Singapore team, Chan asserts his interest is not in short-term spikes due to aggressive promotional stunts. “There are so many beauty brands in Singapore. The only way to stand out from the clutter is to assure customers you truly care for their beauty.”

CATCHING UP FAST

A recent visit to the headquarters in Hong Kong showed that one of the best ambassadors for Fancl is, without a doubt, its beauty advisers. According to Christy Guan, assistant general manager of Fantastic Natural Cosmetics (Singapore), “At Fancl, many staff and beauty advisers receive long-service awards. Our turnover is really very low.”

“We are a reasonable organisation,” says Chan, when quizzed about the high morale among his staff. “Everyone who works here is allowed to realise their fullest potential. The management recognises talents and this loyalty, coupled with their belief in the products. This is why they genuinely want to help the customer.”

Since its reopening, Fancl has been the top-performing beauty brand at Isetan Scotts, breaking the counter records every month. That is impressive for its first counter, and it looks like the brand is all ready to play catch-up and assert itself as a force to be reckoned with. “In September, we’ll be opening another counter at Robinsons Raffles City and, hopefully, another three by the end of 2016. Also, we’ll not be forgetting about the e-commerce market to make our products accessible to even more people,” revealed Chan.

So which brand is in Fancl’s crosshairs? “This is a question people always ask me,” laughed Chan good-naturedly. “Honestly, I think we have no competitors because Fancl is unique in its product offering, and, if we continue to educate our customers, they will know we are second to none.”

Chan says the challenges Singapore’s retail scene faces this year is in fact an opportunity for Fancl. “When people are more careful with their money, they are going to want products that are safer, better for them. Fancl is about taking care of our customers on both the inside and out. I believe if this is communicated effectively, they will naturally choose us over other brands.”