Missha set for Costco Japan launch to tap into skin care opportunities

The Vita C Plus line-up is already available in Japan where it has garnered beauty awards and been recognised by publications and influencers.

According to parent company Able C&C, sales of the skin care series increased by approximately 240% in 2023, compared to the previous year.

The company expects sales figures to accelerate further this year as it has been expanding its offline touchpoints.

Toady, the brand’s skin care products are available in over 20,000 doors with retail partners such as PLAZA, LOFT, Hands, and Matsumoto Kiyoshi.

In September, the brand will launch the Vita C Plus series in 33 Costco stores in the country.

The firm said this would reinforce its competitiveness in the market and positioning with its “excellent quality and reasonable prices”.

Previously, Missha partnered with Japanese discount chain Daiso​ with the launch of exclusive and affordable skin care and makeup products.

The A’Pieu The Pure cosmetics range, is exclusive to household and home goods retail chain.

Kang In-kyu, head of Able C&C's subsidiary in Japan noted that skin care presented great opportunities for growth in the market.

“Compared to colour cosmetics, basic cosmetics are items used every day, so there is greater room for growth in the Japanese market.”

The demand for the products were attributed to the brand’s marketing efforts, including the utilisation of a sample campaign in high-traffic areas where consumers could peel off samples directly from the digital displays.

Additionally, the brand has appointed Japanese singer Sana from South Korean girl group TWICE as its brand ambassador in the market.

The company has leveraged on Sana’s star power with outdoor advertisements as well as online fan meet events.

Growing awareness

The company has steadily been building its presence in Japan through MISSHA in particular.

The brand is currently ranked first in K-beauty brand awareness among Japanese women in their 20s to 50s.

The firm said that the brand’s M Magic Cushion has become a popular product in the market for its convenience and coverage.

According to the company, it has sold over 36 million units of the cushion as of June.

“Based on the trust that MISSHA has built in the Japanese market, we will continue to grow rapidly by further increasing our brand value with two prongs – basic and colour cosmetics,” said Kang.