[E-Daily Reporter Kim Ji-woo ] Misha, a brand under global beauty company ABLE C&C(078520), achieved its best-ever results during Amazon Prime Day, the largest shopping event in the U.S., demonstrating the competitiveness of K-Beauty in the U.S. market.
(Photo courtesy of ABLE C&C) ABLE C&C’s Misha announced on the 10th that it recorded a 43% increase in sales compared to the same event last year and a 123% increase compared to the previous event in October of last year during Amazon Prime Day, which took place from the 23rd to the 26th of last month (local time).
Prime Day is Amazon’s largest annual global shopping event and serves as a key indicator of a brand’s competitiveness in the local market. During this event, Misha saw strong sales, particularly for its flagship product, BB cream.
In fact, according to the “Amazon Global Performance Review for the First Half of the Year” report published by Shinhan Investment Securities, ABLE C&C’s Misha “M Perfect Cover BB Cream” ranked first in Amazon’s Top 100 BB Creams as of June. Furthermore, the “M Perfect Cover Serum BB Cream” ranked 4th and the “BB Essential Kit” ranked 19th, with a total of four products making the list and demonstrating the brand’s unrivaled leadership in the category.
Meanwhile, ABLE C&C’s other brand, A’pieu, is establishing a new growth engine in the hair care category. Sales of A’pieu’s flagship product, “Raspberry Hair Vinegar,” drove a 53% increase in the brand’s overall sales during this Prime Day period compared to the Big Spring Sale in March. As of June, the product ranked 30th in the Korean hair care scrub category on Amazon’s Top 100 list.
Jo Ye-seo, Head of Brand Strategy at ABLE C&C, stated, “K-Beauty consumption in the U.S., which was previously concentrated on skincare, is now expanding into various areas such as base makeup and hair care.” She added, “We will target diversified local needs and accelerate growth in the U.S. market through a focused development strategy that highlights each brand’s hero products, such as Misha’s BB Cream, which holds unrivaled market dominance.”
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