Fans of the Brazilian football team shed more than a few tears during the home side’s humiliating 7-1 loss to Germany July 9 in the semifinal of the World Cup, but their face paint remained streak-free courtesy of a Taiwan company and its ability to capitalize on global trends.
Yilan County-based Lucky Art Co. Ltd. is one of the world’s leading producers of body paint and No.1 crayon manufacturer in Taiwan. Established in 1980, the firm manufactured more than 2 million crayons at its peak before low-cost imports took a bite out of the business in 2002.
“That year was a tough one,” company official Chang Yuh-ru said. “Taiwan was admitted to the World Trade Organization and we soon faced stiff competition from abroad.”
Unwilling to be rubbed out of the market, Lucky Art set about identifying new products with lucrative export potential. In around 2004, the firm began churning out body paint for Christmas and Halloween celebrations.
“Sales were good and soon improved on the strength of the international sports fan market,” Chang said. “In 2006, we took the next step and developed a patented tri-color crayon featuring materials used in makeup.”
The crayon proved an instant hit as its high-quality markings could be easily applied and removed without posing a health risk.
During the 2010 World Cup in South Africa, Lucky Art sold 4 million of the crayons in two months. Four years later in Brazil, the firm has equaled this number with its best-selling combination featuring the black, red and gold of Germany. (SFC-JSM)
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