Missha Launches 'Glow' Series in Japan, Continuing the Magic Cushion Success
Creatrip Team
a year ago
Able C&C's cosmetic brand Missha has launched a new base makeup line called the 'Glow' series in Japan, aiming to capture the attention of the MZ generation (a term used for Millennials and Generation Z in Korea). Building on the success of their 'M Magic Cushion', which popularized cushion foundations in Japan with over 36 million units sold, Missha seeks to strengthen its presence in the Japanese base makeup market. The Glow series reflects Japanese beauty trends favoring thin and transparent skin, featuring products like Glow Cushion Foundation, UV Tone-Up Primer, and others. Missha plans to enhance brand awareness through both online and offline marketing by appointing Japanese idol group ambassadors and expanding their presence in local variety shops and drugstores. This move is part of a strategy to solidify connections with Japan's MZ consumers.
