AnyMind Group powers Japan’s BB Laboratories for cross-border e-commerce expansion to Vietnam

AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today announced that it has secured exclusive distribution rights for BB Laboratories’ “Pro. Series” skincare products in Vietnam. Through its BPaaS (Business-Process-as-a-Service) model, AnyMind Group will provide end-to-end technology and support for cross-border e-commerce, enabling seamless sales of Pro. Series products from Japan to Vietnam.

Since its establishment in 1997, BB Laboratories has been at the forefront of skincare innovation, specializing in placenta-based cosmetics. Pro. Series, developed in 2012 in response to estheticians’ needs, has gained popularity as a professional-grade skincare line that is also suitable for home use. This partnership aims to accelerate the global expansion of Pro. Series by establishing its footprint in Vietnam.

Vietnam boasts a young, dynamic population and an expanding middle class, driving robust economic growth. The cosmetics market in Vietnam was valued at approximately $754.4 million in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 5% to reach $1.03 billion by 2030. In addition, Skincare is a particularly fast-growing segment, fueled by heightened awareness of personal grooming among both men and women. A growing digitally-native population in Vietnam has led to increased information consumption through social media platforms and live commerce, and these forms of information consumption have become pivotal in shaping purchasing behavior.

To support BB Laboratories’ expansion, AnyMind Group will deploy its technology and local expertise to manage all aspects of cross-border e-commerce in Vietnam, including:

• Store Development & Operations:Establishing Pro. Series on platforms like Shopee and TikTok Shop using AnyMind’s proprietary e-commerce management platform, AnyX.
• Logistics Management:Streamlining imports, local distribution, and delivery with AnyLogi, a global logistics platform.
• Marketing & Customer Engagement:Utilizing influencer marketing platform AnyTag and conversational commerce platform AnyChat for localized campaigns and real-time customer support.
• AI-Powered Live Commerce:Exploring AI-driven live shopping experiences via AnyLive to engage Vietnamese consumers and boost sales.