MISSHA expands European outreach at Milano Beauty Week
Able C&C’s beauty brand MISSHA promoted its products and expanded consumer outreach in Europe during Milano Beauty Week, underscoring the region’s growing importance to the Korean cosmetics company’s overseas business. MISSHA participated in the event, held in Milan from Wednesday to Sunday (local time), through a partnership with Italian fashion and beauty retailer OVS. The company showcased its…
Missha, a beauty brand under Able C&C, showcased its products and expanded its outreach in Europe during Milano Beauty Week. The Korean cosmetics company's presence was a testament to the growing significance of the European market to its international business. The event was held in Milan from Wednesday to Sunday, local time. Missha partnered with Italian fashion and beauty retailer OVS to participate in the event.
Missha displayed its BB creams, a glow primer line, and PDRN-NAD+ skincare products, emphasizing the convergence of skincare and makeup. The brand's representatives prepared samples for attendees, which were exhausted early in the event, indicating a strong consumer interest in their product formulations and performance. Milano Beauty Week, organized by OVS and Cosmetica Italia, an Italian association of personal care solution companies, attracted around 275,000 participants last year.
In preparation for Milan Fashion Week, Missha is also operating a dedicated booth and hosting beauty classes at OVS's Shakaland Beauty H.
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- MISSHA expands European outreach at Milano Beauty Week koreatimes.co.kr
