Leading South Korean cosmetics brand Missha is looking to extend its travel retail presence within key airport hubs and downtown duty free stores.
Earlier this year, Missha was cited as one of the 70 new brands that Shilla Travel Retail will introduce at Singapore Changi Airport, when it takes over the perfumes & cosmetics contract in October. “We are very successful in Korea,” Managing Director of Trinity Retail Service (which works closely with Missha in travel retail) Andy Kim told The Moodie Report. “Now we are looking for opportunities to take the brand abroad.”
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Missha’s extensive Super Aqua Cell Renew Snail collection is said to harness the natural healing and regenerative powers of snail slime |
The company, which exhibited at last month’s TFWA Asia Pacific show in Singapore, is well known for its extensive BB Cream portfolio. “Our best-selling skus are BBs, CC products and our masks,” Kim confirmed.
Missha has also generated plenty of headlines – and loyal consumers – with its Super Aqua Cell Renew Snail collection. As the name suggests, the products in this line contain snail slime, said to contain natural healing and regenerative powers.
The Missha portfolio is accessibly priced, and offers untapped potential for travel retail, the brand maintains. “We offer high quality “˜masstige’ products, which represent incremental sales,” noted Kim. “We are also working on creating new duty free exclusives.”
