养乐多化妆品在天猫国际将闭店 竟然还有护肤品业务？

Core Viewpoint - Yakult's overseas flagship store will officially cease operations on December 24, 2025, due to store operational adjustments [2] Group 1: Store Closure Details - The Yakult overseas flagship store is not focused on its well-known beverage products but rather on cosmetics, currently offering only three types: makeup remover, toner, and lotion [4] - The closure notice has also been issued on Yakult's cosmetics account on Xiaohongshu, indicating the end of its cross-border e-commerce store on the same date [4] Group 2: Product History and Market Entry - Yakult's cosmetics line, which specializes in probiotic skincare, was established in 1954, yet many consumers remain unaware of its skincare business despite nearly 70 years of operation [4] - In July 2020, Yakult cosmetics entered the Chinese market through the "Yakult overseas flagship store" on Tmall International, launching 14 brands and 43 SKUs, covering a full range of skincare products and toothpaste, with prices ranging from 178 yuan to 2380 yuan [4] Group 3: Brand Recognition and Social Media Presence - Despite Yakult's strong brand recognition in beverages, this advantage has not translated into awareness for its skincare products, as evidenced by the flagship store's follower count of 28,796 and the Xiaohongshu account's 16,000 followers [4]