Missha has become the first domestic skincare and cosmetics brand shop to make inroads into the Western European market.
Able C&C (Chairman Seo Young-pil) has recently opened the first Missha store in Ingolstadt, Germany.
Ingolstadt is a city approximately 80 kilometers from Munich. It is a commercial and industrial center in the southern part of Germany and the machinery, oil refining, and motor vehicles industries are particularly well-developed here. The city is also famous for being Audi's headquarters, and for its many museums.
Missha is planning to target the German market with its best seller BB cream. The consumer response in the market is good so far. Regarding the opening of the first Missha store, Germany’s media outlet “Style Ranking” said, “The popularity of Missha is sure to continue in the local market, as its international hit BB cream is already widely known here.”
The local paper, iz-regional, said, “Missha, the innovative cosmetics brand in Asia, has finally opened a store in Germany.”
Missha has already opened some stores in Eastern European countries such as the Czech Republic and Slovakia. However, this is the first time for the company to enter the market in Western Europe, the home of cosmetics.
According to Datamonitor, an international company providing market intelligence, the German cosmetics market stood at US$15.18 billion (16.7 trillion won) in 2013, the biggest in European countries and the fifth largest in the world following the U.S. and Japan.