Missha Cushion Achieves Cumulative Sales of 20 Million Units in Japan

[Asia Economy Reporter Yujin Cho] Able C&C announced on the 11th that Missha Cushion Foundation has surpassed 20 million cumulative sales in Japan.

It has been 5 years and 3 months since the cushion product was first introduced to the Japanese market, and by the end of last December, a total of 20.26 million units had been sold. Since its launch, an average of 10,719 units have been sold daily.

The first product was launched in September 2015. The new product Missha M Magic Cushion quickly gained popularity through word of mouth immediately after its release in the Japanese market, where cushion-type foundations were unfamiliar. The Magic Cushion, which met the preferences of Japanese consumers who value clear and fair skin, sold more than 300,000 units in its first year alone.

In June of the following year, 190,000 units were sold, setting a new monthly sales record. In August, the summer limited edition M Magic Cushion Stardust sold out all 50,000 units. The Magic Cushion Neo Cover, released domestically last month, was first introduced in the Japanese market before being launched in Korea, marking the first case of such a sequence. After its release in Japan in April last year, 390,000 units were sold by the end of the year.

The M Magic Cushion was the only cosmetic product selected as a hit product by "Nikkei Trendy," a Japanese economic newspaper. Neo Cover also ranked first and second in their respective categories in the second half of last year on Japan’s famous online shopping mall @cosme and the mobile cosmetics review application LIPS.

According to the Japanese Statistics Bureau, as of May last year, the total female population in Japan was 64.79 million, of which 13.77 million women aged 20 to 40, the main customer base for cosmetics companies, were reported. This means that one in three Japanese women purchased Missha cushions, and in the primary makeup-wearing age group, each person bought more than 1.5 cushions on average.

Kang In-gyu, head of Able C&C Missha Japan, said, "In the mid to late 2000s, BB cream was Missha in Japan, and recently, when it comes to cushions, it is synonymous with Missha. Missha was also the first to create the cushion category in the Japanese cosmetics market."

Missha’s popularity in the Japanese market is believed to be due to its change in distribution structure. Missha is currently sold in over 25,000 stores across Japan. Initially, it was sold only in standalone stores like in Korea, but in 2015, it operated a dual system of drugstores and directly managed stores. In 2017, it closed all standalone stores and changed its distribution structure to supply H&B stores, drugstores, and variety shops.

This content was produced with the assistance of AI translation services.