CoRou Lotion Tissues Revolutionized The Tissue Market

How Does CoRou Lotion Tissue Revolutionized The Tissue Market for Modern Lifestyles

CoRou: From Baby-Care Exclusive to Everyday Essential – The Breakthrough Journey of a Lotion Tissue

When the label of a “baby-care brand” was peeled away, CoRou Lotion Tissues rewrote the narrative of brand vitality with their unique combination of softness and durability.

From the diaper bags of new mothers to the commuter pockets of urban professionals, from wiping a crying baby’s tears to refreshing the tired faces of young workers pulling late nights, CoRou Lotion Tissues have quietly bridged the gap between consumption scenarios and generational perceptions. Many might wonder: how did a brand that spent over a decade rooted in the baby-care sector break through its niche and become an “invisible essential” for modern lifestyles? The answer lies in the brand’s unwavering commitment: addressing needs with exceptional product quality and reshaping value through genuine empathy.

The Billion-Yuan Market of Lotion Tissues: Cracking the Code from Baby-Care Essential to Mainstream Consumption

According to data from Mirror AI, sales of Lotion Tissues, cream tissues, and cloud-soft tissues on Taobao and Tmall platforms reached 54.45 million yuan in July 2024, showing an impressive year-on-year growth of 149.4%. Meanwhile, CoRou’s omni-channel sales (online and offline) surpassed the 1-billion-yuan milestone, cementing its position as the leader in the Lotion Tissue segment across major platforms like Taobao, JD.com, and Douyin, with a market share exceeding 50%.

These figures highlight a broader trend: the growing consumer demand for a “quality lifestyle.” Tissues are no longer seen as mere cleaning tools but have evolved into an extension of skincare routines. Lotion Tissues, once a niche category, have now entered the “billion-yuan blue ocean” of mainstream consumption.

Traditionally, Lotion Tissues were perceived as “exclusive to baby-care,” but with Gen Z emerging as the dominant consumer force, this perception has shifted. Many young consumers now use different types of Lotion Tissues for various purposes, seamlessly integrating them into their daily routines. Lotion Tissues have become a “refined essential” for this generation, which seeks a lifestyle that is both convenient and efficient while also addressing skincare needs. The “moist yet durable” and “skin-friendly” characteristics of these tissues perfectly align with Gen Z’s dual demands for health and ritual, making them a key factor in breaking through the market.

—

Breaking Through Market Saturation: CoRou’s Dual Innovation in Technology and Marketing

To become an industry-leading brand, overcoming technological barriers is essential. In the past, the production of Lotion Tissues posed significant challenges for the domestic tissue industry. Over a decade of continuous innovation and research allowed CoRou to overcome multiple technical hurdles, eventually achieving independent production of Lotion Tissues.

CoRou’s patented “multi-molecule water-locking technology” and “golden ratio for softness and resilience” enable tissues to remain soft and moisturized for extended periods. These technologies create a water-locking network within the tissue, reducing evaporation and addressing common issues like tearing and linting that plague traditional Lotion Tissues. Additionally, the brand’s “odor-free technology,” which uses imported virgin wood pulp from Canada and Australia, ensures that the tissues do not emit unpleasant odors during use. This focus on ingredient safety directly addresses the needs of younger, more ingredient-conscious consumers.

While CoRou’s technological innovations provide a strong foundation, its marketing strategies have been equally pivotal in capturing the attention of Gen Z. The brand’s TVC campaign, “The World is Harsh, We are Soft,” used emotionally resonant, scenario-driven storytelling to successfully reshape consumer perceptions of Lotion Tissues, elevating them from mundane necessities to emotional companions with healing qualities.

The campaign cleverly depicted various life scenarios to illustrate the power of “softness.” These included moments of self-healing for single women amidst busy lives, couples embracing their true selves in relationships, and new parents finding solace in their baby’s softness. These scenes not only authentically reflected modern lifestyles but also deeply explored people’s desires for comfort, emotional connection, and healing.

By integrating the use of CoRou Lotion Tissues into these scenarios — wiping away dust during a move, removing makeup free from societal beauty standards, or gently cleaning a crying baby’s face — the campaign successfully linked the tissues’ softness with users’ emotional needs. This connection emphasized not only the product’s practical functionality but also its deeper meaning: becoming a source of softness and healing in users’ lives.

Winning Consumer Loyalty: From “Product Functionality” to “Emotional Resonance”

CoRou’s breakthrough was not a stroke of luck but the result of meticulous planning and strategic execution. While the market debated how baby-care brands could “transform,” CoRou had already leveraged the “Lotion Tissue” as a super symbol, achieving a leap from “functional necessity” to “emotional resonance.” Without chasing fleeting trends, the brand quietly allowed diverse consumers to experience similar warmth and reassurance through a single tissue.

CoRou’s journey demonstrates that innovation in traditional categories must be rooted in “technological iteration and user insight.” By leveraging scenario-based and emotional brand storytelling, it captured users’ mindshare. The brand differentiated itself by building “emotional value,” associating Lotion Tissues with needs like “self-care,” “life’s healing moments,” and “soft living.” In doing so, it turned a simple tissue into a gentle tool for young people to combat the fast-paced pressures of modern life.

Market Sales Insights: How Other Brands Are Competing

While CoRou dominates the Lotion Tissue market with over 50% market share, other brands are also making strides in this growing category. For example, Vinda has reported steady growth in its Lotion Tissue segment, leveraging its reputation for high-quality paper products to appeal to middle-class consumers. In 2024, Vinda’s sales of Lotion Tissues reached approximately 1.5 billion yuan globally, with a focus on premium skin-care-oriented products.

Similarly, Tempo, known for its stylish branding and strong presence in the tissue market, has launched its own line of moisturizing cream towels targeted at urban professionals. Tempo’s sales in this segment grew by 120% year-on-year, reaching 750 million yuan in 2024, thanks to aggressive marketing campaigns on social media platforms like Douyin and Instagram.

Lastly, Kleenex, a global leader in tissue products, has introduced Lotion Tissues with aloe vera and vitamin E to cater to consumers seeking enhanced skincare benefits. Kleenex’s Lotion Tissue sales in North America alone reached $95 million in 2024, with significant growth driven by eco-conscious packaging and ingredient transparency.

As competition intensifies, brands must continue to innovate in both product quality and marketing strategies to capture the evolving demands of consumers in this rapidly growing segment.

If you’re looking for high-quality parent rolls for tissue products, we’re here to help. As a trusted manufacturer, we provide premium tissue mother rolls to meet your needs. Contact us today to know more about our tissue paper products. Let’s work together to create exceptional tissue solutions!