Factory Strength Drives a 32% Increase in Foot Traffic for Tchibo’s Personal Care Category

Tchibo (Germany) × Our Factory: The First Co-Branded Beauty Hot & Cold Eye Mask Sold Out Upon Launch, with Monthly Sales Exceeding 120,000 Units – Factory Strength Drives a 32% Increase in Foot Traffic for Tchibo’s Personal Care Category

I. Cooperation Background

Since its establishment in 1949, Tchibo (Germany) has evolved from a local coffee roasting brand into a diversified lifestyle giant covering "coffee, home goods, and personal care". Its core advantages lie in its dynamic product matrix of "weekly new arrivals" and the in-depth integration model of "coffee scenarios + daily consumption". Across over 2,000 stores in Germany, consumers can not only purchase roasted coffee but also buy the brand’s own beauty, personal care, and home products in one stop, serving more than 40 million members worldwide annually.

With the rise of the "Self-Care" trend in Europe, Tchibo identified through its consumer insight system a surging demand for "scenario-based eye care products" among its core customer base: 68% of German consumers who drink an average of 2.3 cups of coffee per day suffer from dry eyes and eye fatigue caused by excessive eye use, and they are eager for convenient at-home care solutions. Meanwhile, the growth rate of eye care products in the beauty category is twice that of the overall category. However, existing products on the market have obvious shortcomings – steam eye masks only provide hot compresses, ice pack eye masks lack comfort, and neither can adapt to high-frequency scenarios such as "office lunch breaks, coffee breaks, or at-home relaxation".

To fill this category gap and consolidate its position as a "lifestyle solution provider", Tchibo planned to find a partner to develop exclusive beauty hot & cold eye masks. After comprehensively evaluating the production capacity, technical qualifications, and customization capabilities of more than 12 manufacturers, our factory stood out and became Tchibo’s final choice, thanks to our 15 years of experience in producing temperature-controlled products, a 30,000㎡ production base, and GMP (Good Manufacturing Practice) certification.

II. Core Cooperation Solutions

Combining Tchibo’s brand DNA, consumers’ beauty care needs, and the technical strength of our factory, we created an exclusive cooperation solution centered on "dual functionality, luxurious experience, and scenario integration":

(I) Beauty-Grade Dual-Function Customization – Backed by the Factory’s R&D and Quality Control Strength

Targeted Hot & Cold Care Technology: Led by our factory’s 12-person R&D team (all with over 8 years of experience in phase-change material research), a composite structure of medical-grade gel and vacuum insulation layer was developed. In the cold compress mode, it can maintain a temperature of 10-15°C for 6 hours, which has been tested to reduce under-eye puffiness by 25% and effectively alleviate eye redness caused by coffee stimulation. In the hot compress mode, it can stably maintain a temperature of 40-42°C for 12 minutes, simulating the hot compress effect of a beauty salon SPA, promoting eye circulation, and reducing dark circles caused by staying up late. Through the optimization of the factory’s exclusive formula, the product does not harden when refrigerated at -20°C and has no odor after being heated in a microwave oven. Its performance has been verified through more than 1,000 durability tests in the factory’s in-house laboratory.

Upgrade of Beauty-Grade Safe Materials: The product has obtained MSDS (Material Safety Data Sheet) certification. The outer layer is made of non-toxic PVC, and the inner layer uses food-contact-grade gel (which has passed skin sensitization tests), ensuring safety from the source. At the same time, automated edge-sealing equipment was introduced to achieve invisible heat-sealing, completely solving the problem of product liquid leakage that is common in 80% of small manufacturers and improving product durability.

(II) In-Depth Integration of Brand and Scenarios – Factory’s Flexible Production Meets Customization Needs

Visual and Experience Customization: To meet Tchibo’s brand personalization needs, the printing workshop of our factory exclusively developed a brand logo printing process to ensure that the logo is clear and in line with the brand’s visual style. At the same time, we support full-dimensional customization of product shape and outer material – according to Tchibo’s requirements for scenario adaptation (such as portability and fit), we can adjust the contour design of the eye mask or replace the outer material (such as breathable cotton and elastic fabric), giving full play to the factory’s flexible production advantages to achieve "customization on demand".

(III) Supply Chain and Marketing Collaboration – Factory Strength Ensures Stable Delivery

Production Scale Supports Flexible Supply: To meet Tchibo’s operational needs of "weekly new arrivals + rapid stock replenishment", our factory specially allocated 2 exclusive production lines (with a daily capacity of 20,000 units) and a 5,000㎡ exclusive warehouse to build an efficient and responsive supply chain system. The specific timelines are as follows:

Sample production: 3-7 days (quickly responding to design adjustments to help Tchibo accelerate product testing and finalization)

Mass production: 20-30 days (matching Tchibo’s omni-channel distribution rhythm to avoid delayed launch due to insufficient production capacity)

III. Cooperation Achievements

Sales and Category Growth: The co-branded eye masks sold out within 3 days of launch. After 2 emergency stock replenishments, the monthly sales exceeded 120,000 units (with the "portable coffee cup style" accounting for 68%). Relying on the factory’s stable production capacity and rapid stock replenishment capabilities, Tchibo’s personal care category sales increased by 45% month-on-month, and store foot traffic rose by 32% year-on-year. There was no stockout during the peak sales period, ensuring consumer experience and brand reputation.

User and Brand Value: The approval rate of the product on Tchibo’s member platform reached 95%, with key praise focusing on "durable material" (from the factory’s strict outgoing quality inspection) and "long-lasting temperature control" (benefiting from formula optimization by the factory’s R&D team). The product was successfully selected as Tchibo’s "Annual Star Personal Care Product", and our factory has also become Tchibo’s preferred supplier for temperature-controlled beauty products due to its stable quality and services.

Market Expansion Effect: With the support of Tchibo’s European channel network, the product was simultaneously launched in markets such as Austria and Poland. The factory’s compliance team completed EU CE certification and other regulatory procedures in advance to ensure the product meets European market access standards. The overseas sales accounted for 28% of the total sales in the first month, helping Tchibo and our factory jointly explore the European beauty care market.

IV. Summary of Cooperation Value

The success of this cooperation lies in the high alignment between the needs of Tchibo’s category expansion and our factory’s strengths in R&D, production scale, quality certification, and customization flexibility. What we provide is not just a single product, but a full-link solution covering technical verification (supported by the factory’s in-house laboratory), rapid delivery (guaranteed by exclusive production lines and warehouses), and compliance support (with professional teams handling regulatory procedures):

For Tchibo: It not only fills the gap in the eye care category and enriches the scenario-based product matrix of "coffee + beauty care" but also enhances user stickiness through high-quality products, strengthening its brand positioning as a "lifestyle solution provider".

For our factory: It fully demonstrates our ability to cooperate with international first-tier lifestyle brands, verifies the factory’s technical and production advantages in the field of temperature-controlled beauty products, and lays a solid foundation for further exploring more European customers and expanding overseas markets.

This case fully confirms that in the cross-border field of beauty and lifestyle, the hard strength of a factory (R&D, production capacity, quality control) is the core cornerstone for supporting long-term brand cooperation and achieving a win-win situation for both parties.